LBS的隐私关注与采纳意向的模型构建及实证

Model construction and empirical study on LBS's users' privacy concern and behavior intention

鉴于用户对隐私的严重关注,从而影响对其产品的采纳行为,研究基于位置服务的用户隐私关注的影响因素及隐私关注的结果,以促进用户的采纳意向,推广基于位置服务。构建了基于位置服务用户的隐私关注与采纳意向的理论模型,收集了386份有效问卷,利用结构方程模型对基于位置服务的用户进行了实证分析,结果发现用户在使用该服务时的隐私关注受到熟悉程度、口碑、隐私信息敏感程度和主观规范的影响;用户的隐私关注进一步影响感知风险,在衡量感知风险与感知收益后,用户产生采纳意向。

Aiming at the problem that the serious privacy concern of users had affected their behavior intention, the influence factors of Location-Based Service＇s （LBS） users＇ privacy concern were discussed and the outcomes of priva- cy concern were researched to encourage people to use LBS and develop LBS. The theory model of users＇ privacy concern and behavior intention in LBS was constructed and the data was collected from 386 respondents. An empiri- cal analysis was carried out on users of LBS with Structural Equation Model （SEM）, and the result showed that users＇ privacy concern were affected by familiarity, word-of-mouth, privacy information sensitivity and subjective norm when users used LBS, which affected users＇ perceived risk, balancing perceived risk and perceived benefit, and would generate their behavior intention.