消费者数据隐私敏感性对渠道迁徙意愿的影响研究

The Influence of Data Privacy Sensitivity on Channel Migration Intention of Consumers

从较新的消费者心理特征视角切入,探寻消费者渠道迁徙规律,研究消费者数据隐私敏感性对线上搜索转线下购买意愿的影响,以及感知风险、感知线上渠道产品效益在其中的作用机制。通过问卷调查收集了303份有效样本,采用回归分析方法,研究发现:数据隐私敏感性正向影响线上搜索转线下购买意愿;感知风险在数据隐私敏感性与线上搜索转线下购买意愿的关系中起中介作用;感知线上渠道产品效益负向调节数据隐私敏感性与线上搜索转线下购买意愿的关系。并检验了感知线上渠道产品效益调节感知风险在数据隐私敏感性和线上搜索转线下购买意愿之间的中介效应。

From the perspective of new consumer psychological characteristics,this study explores the law of consumer channel migration.This study constructs a moderated mediation model to examine the influence of consumer data privacy sensitivity on online research shifting to offline purchase intention,and the mechanism of perceived risks and perceived benefits of online channel products.This research collected 303 valid questionnaires and used regression analysis to analyze the data.The results are as followings:data privacy sensitivity has positive effects on search online but purchase offline intention;perceived risk plays a partial mediating role in data privacy sensitivity and search online but purchase offline intention;perceived product benefits of online channel negatively moderates the relationship between data privacy sensitivity and search online but purchase offline intention.Further,this study examines the mediating effect of perceived product benefits of online channel between data privacy sensitivity and search online but purchase offline intention.