社交电子商务中用户隐私披露意愿影响因素研究

Influence Factors of User Privacy Disclosure Intention in Social Commerce

社交电子商务是随着社交网站的发展而新兴的购物方式,也是社交网络研究中的新热点。社交电子商务的发展有赖于用户隐私披露意愿,对用户在社交电子商务中隐私披露意愿影响因素的研究有助于更好理解个人信息行为。借鉴成本利益理论和感知信息公平理论提出了社交电子商务中用户隐私披露意愿的理论模型。通过在线调查的方式,获取了312份有效问卷,研究结果表明:感知隐私风险、感知利益、感知信息交互公平和隐私漠视四个因素对社交电子商务中用户隐私披露意愿有显著影响。

With the development of social network,social commerce becomes a new way of shopping pattern and a new hot research in social network.Because the development of social commerce depends on user privacy disclosure inten-tion,so study on the influence factors of user privacy disclosure intention contributes to a better understanding of the be-havior of individual information.Based on the cost-benefit theory and perceived information equity theory,the paper puts forward a model of social commerce user privacy disclosure.Via online survey,we obtain 312 valid questionnaires.The results show that：the perceived privacy risk,perceived benefits,perceived fairness of information interaction and privacy apathy have significant influence on user privacy disclosure intention in social commerce.