基于CPM理论的移动商务用户信息披露意愿影响因素研究

Research on Factors Influencing Mobile Commerce Users’Information Disclosure Intention Based on CPM Theory

移动商务为用户、移动服务商和社会带来效益的同时也引发了严重的隐私侵犯问题,很大程度上降低了用户的信息披露意愿,探究用户信息披露意愿的形成机理,有助于企业作出科学、高效的隐私管理决策,促进用户披露个人信息。基于沟通隐私管理(CPM)理论,从用户、社会环境和平台三个维度构建了移动商务用户信息披露意愿的影响机理模型,以移动商务用户为调查对象,采用PLS-SEM方法对306份有效数据进行实证分析。研究发现,隐私控制和隐私风险均显著影响信息披露意愿;用户维度中隐私倾向负向影响隐私控制,正向影响隐私风险;社会环境维度中描述性规范和主观规范均显著正向影响隐私风险;平台维度中隐私政策正向影响隐私控制,负向影响隐私风险。研究结果启示,移动服务商应关注用户维度和社会环境维度在用户信息披露意愿中所起的作用,保持平台维度中隐私政策发挥的优势作用,更好地提高用户的隐私控制、降低隐私风险。

While mobile commerce has brought benefits to users,mobile service providers and society,it has also caused serious privacy infringements.It has greatly reduced users’willingness to disclose information,and exploring the formation mechanism of users'willingness to disclose information will help companies to make scientific and efficient privacy management decisions and promote users to disclose personal information.Based on the theory of Communication Privacy Management(CPM),a model of the influence mechanism of mobile business users'willingness to disclose information is constructed from the three dimensions of users,social environment and platform.With mobile business users as the survey object,the PLSSEM method is used to conduct empirical analysis on 306 valid data.The study finds that both privacy control and privacy risk significantly affect the willingness to disclose information;privacy tendency in the user dimension negatively affects privacy control,and positively affects privacy risk;descriptive norms and subjective norms in the social environment dimension both significantly positively affect privacy risk;the privacy policy in the platform dimension positively affects privacy control and negatively affects privacy risks.The research results suggest that mobile service providers should pay attention to the role of user dimensions and social environment dimensions in users’willingness to disclose information,maintain the advantageous role played by privacy policies in the platform dimension,and better improve user privacy control and reduce privacy risks.