平台隐私保护机制对消费者隐私信息披露的影响

Impacts of Platforms’Privacy Assurance Mechanisms on Consumers’Privacy Disclosure

如何保护消费者隐私,消除其隐私顾虑,以达到鼓励其主动披露隐私信息的目的,对网购平台推行个性化产品与服务、保持核心竞争力至关重要。为厘清隐私保护机制的作用机理,本研究结合详尽可能性模型与羊群效应理论,通过问卷调查方法获取231份问卷,并借助SmartPLS软件进行数据分析与模型检验。结果表明,信任态度和羊群心态都显著影响消费者隐私信息披露行为,其中信任态度的影响更大;隐私保护的直接机制与间接机制都能建立消费者对平台的信任,但直接机制对信任态度的影响更大;平台声誉会使消费者产生羊群心态;信息分析能力高的消费者倾向于通过分析隐私政策声明恰当性来形成信任态度,而信息分析能力较低的消费者则依赖边缘路径线索来形成信任态度和羊群心态。本研究为理解隐私信息披露的决策路径提供了有用的理论框架,为网购平台和消费者的隐私保护实践提供了建议。

Protecting consumers’privacy,eliminating their privacy concerns,and encouraging their selfdisclosure are essential for online shopping platforms to promote personalized products and services,and maintain core competitiveness.In order to clarify the mechanism of privacy assurance mechanisms,this study integrated the elaboration likelihood model and herding theory,collected 231 samples through an online survey,and analyzed the data using SmartPLS.The results show that both trust belief and herd mentality significantly affect consumers’privacy disclosure behavior,while trust belief has a greater effect.Both direct and indirect privacy assurance mechanisms establish consumers’trust on platforms,however,direct privacy assurance mechanism is more effective of establishing consumers’trust.The reputation of the platform affects consumers’herd mentality.Consumers with higher analysis ability are more inclined to form trust belief based on platforms’direct privacy assurance mechanism,whereas consumers with lower analysis ability rely more on peripheral cues to form trust beliefs and herd mentality.This study complements and improves the extant research,and provides useful guidelines for online shopping platforms and consumers on better privacy protection.