隐私关注对移动商务用户采纳行为的影响研究——基于感知风险和信任的中介效应分析

Research on the Influences of Privacy Concerns on Mobile Business User Adoption Behavior——Based on the Mediation Effect of Perceived Risk and Trust

为了解感知风险和信任在隐私关注中对移动商务用户网购行为的多重中介效应,为网络购物者的采纳行为提供参考依据。通过网络问卷调查收集了420份有效问卷,通过结构方程分析感知风险和信任对隐私关注和网购行为的中介影响,发现信任对隐私关注和使用意愿无中介影响,而感知风险在隐私关注对使用愿意具有负向的中介效应。

In order to understand the multiple mediation effect of perceived risk and trust in privacy concerns for mobile business users'online shopping behavior,and to provide reference and evidence for online shoppers’adoption behavior,a network questionnaire survey was conducted and the valid data from420respondents were collected.Through structural equation analysis,the mediation effect of perceived risk and trust on privacy concerns and online shopping behavior was analyzed.It was found that trust had no mediation effect in the privacy concerns and the willingness to use,while the perceived risk had negative mediation effect in privacy concerns on the willingness of using.