移动社交商务下用户的隐私悖论

User Privacy Paradox in Mobile Social Commerce

基于TAM理论和隐私计算理论,分析了移动社交商务中的隐私悖论现象,隐私关注对移动社交商务用户使用意向的影响,以及隐私悖论中存在的多重中介效应.研究结果表明:男性较为关注移动社交商务的感知有用性和感知易用性,而女性则非常在意移动社交商务的风险和收益;隐私关注、感知有用性、感知易用性、感知风险和感知收益均对使用意向有显著正向影响;感知有用性、感知易用性和感知收益在隐私关注与使用意向间起部分中介作用,而感知风险的部分中介作用得到部分支持.

Based on TAM theory and privacy computing theory,this paper explores the phenomenon of privacy paradox in mobile social commerce,the impact of privacy concerns on the use intentions of mobile social commerce users and the multiple mediating effects in privacy paradox.The results show that:men pay more attention to the perceived usefulness and perceived ease of use of mobile social commerce,and women are very concerned about the risks and benefits;the variables of perceived usefulness,perceived ease of use,and perceived benefits mediate the relationship between privacy concerns and usage intentions,meanwhile the mediating role of perceived risks is partially supported.