基于隐私计算理论的移动社交用户信息披露意愿实证研究——以微信为例

The Empirical Research on the Willingness of Information Disclosure for Mobile Social Platform Users——Taking Wechat as an Example

文章基于隐私计算理论和TAM模型,构建了移动社交用户信息披露意愿影响因素理论模型,并以微信为实证平台、微信活跃用户为研究对象,通过网络问卷收集数据对理论模型进行检验。结果表明:感知有用性、感知易用性与移动社交用户信息披露意愿正相关,隐私关注与移动社交用户信息披露意愿负相关;相对于感知易用性和隐私关注,感知有用性对于移动社交用户信息披露意愿影响更为显著;隐私关注对于感知有用性、感知易用性及信息披露意愿三者的调节作用无显著影响。

Based on the theory of privacy calculus and technology acceptance model(TAM),the study constructed the theoretical model on the impact factors of the information disclosure willingness of mobile social platform users.The study did the empirical study using Wechat,and chose activate Wechat users to do the research.The results showed that:perceived usefulness,perceived ease of use are positively related to the mobile social platform user information disclosure willingness,while privacy concerns is negative related to it;compared to the perceived ease of use and privacy concerns,perceived usefulness of information disclosure for users of mobile social platform is more significant;the moderating effect of privacy concerns for perceived usefulness,perceived usefulness and information disclosure willingness is not significant.