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构建了一个消费者隐私关注对其行为意向影响的概念模型,通过问卷调查收集了233份有效问卷,利用结构方程模型对概念模型进行验证性分析,研究结果发现信息重要性、网站声誉和信任是影响消费者隐私关注的三个重要因素;电子商务环境下的隐私关注程度可通过收集、二次使用、控制和知情四个维度有效测量;隐私关注对消费者的行为意向有显著的负向影响。根据实证研究结果,电子商务网站应“尽量避免收集敏感性信息”、“维护和提高自身声誉”、“努力赢取消费者的信任”和做到“有限收集、合法使用、信息控制和告知原则”。
Constructed a conceptual model of the impact of consumer privacy concerns on their behavioral intentions, collected 233 valid questionnaires from the questionnaire survey, and used the structural equation model to verify the conceptual model. The results showed that the importance of information, website reputation and trust are Which affect the privacy concerns of consumers. The degree of privacy concern in e-commerce environment can be effectively measured by the four dimensions of collecting, reusing, controlling and knowing. The privacy concerns have a significant negative impact on consumers’ behavior intentions . According to the results of empirical research, e-commerce websites should “try to avoid collecting sensitive information ”, “maintain and improve their reputation ”, “strive to win the trust of consumers ” and “limited collection legal Use, Information Control and Notification Principles. ”