Research On Consumer Privacy Disclosure Behavior And Risk In Mobile E-commerce

With the rapid popularization and development of mobile Internet and intelligent terminal devices,the convenience of mobile shopping is becoming more and more prominent.App has been widely used.Consumers' mobile shopping habits have been developed,and the consumption through the mobile terminals has become a common behavior.The innovation and diversification of mobile e-commerce goods and services have created new changes and demands in the marketing mode and consumer behavior of enterprises worldwide.In the process of mobile payment,a new relationship as "convenience appeal" and "privacy appeal" has been formed between consumers and enterprises.Through the collection,mining and analysis of the consumer privacy information,the precise marketing and personalized service of the mobile e-commerce platform to consumers can be realized.But at the same time it also brings risks to the privacy of consumers.How to ensure the coordinated development of consumer privacy information security and consumer information utilization in the mobile e-commerce is an important problem to be solved in both academic and industrial fields.An in-depth study of the privacy disclosure behavior of consumers in mobile e-commerce which includes the analysis of the intention and factors of consumer disclosure behavior,the consumer risk tolerance as well as the evaluation of the risk of consumer privacy disclosure can help regulators to protect the privacy of consumers.It helps to enhance the e-commerce enterprises' understanding of the consumers,and is conducive to the sustained and healthy development of China's mobile e-commerce industry as well as enhancing its comprehensive competitiveness.It is of great significance for China's social and economic development.Based on the privacy information and privacy information disclosure behavior research results at home and abroad,this paper uses qualitative and quantitative research methods to research consumer privacy information disclosure and risk in.mobile electronic commerce.The study consists of six parts.The second chapter analyzes the relevant concepts and theories of mobile e-commerce,consumer privacy information and consumer privacy information disclosure,and lays the theoretical foundation of this paper.The third to the sixth chapter is the core chapter of the full text,the consumer privacy information disclosure behavior and the risk has been studied.The third chapter,based on the theory of "means-destination chain",uses the method of climbing to conduct in-depth interviews,and probes into the behavioral intention of consumer privacy information disclosure of mobile e-commerce.The fourth chapter further analyzes the influencing factors of consumer privacy information disclosure.The fifth chapter analyzes and predicts the risk tolerance of consumers' privacy information disclosure from the individual perspective.The sixth chapter analyzes and evaluates the risk of consumer privacy disclosure from the whole point of view.The seventh chapter studies the management countermeasures and measures of mobile e-commerce consumer privacy information based on the above research results.The research contents of each chapter are detailed as follows:The second chapter elaborates and defines the relevant concepts and connotations of consumer privacy information disclosure in mobile e-commerce.Firstly,the connotation,characteristics and classification of mobile e-commerce are described.Then,on the basis of summarizing the concept of privacy,the definition and classification of privacy,consumer privacy information and the concept of consumer privacy disclosure behavior are defined.Third,the theories of consumer behavior theory,self-disclosure theory,privacy calculation theory,privacy information sensitivity and trust theory are analyzed,which are related to consumer privacy disclosure behavior.In the third chapter,this study adopts the research paradigm of "qualitative to quantitative" in Mixed Methods Research to make an in-depth interview with consumers through the laddering method based on Means-End Chain.On the basis of understanding the intention of the disclosure of consumer privacy information,the relationships between the elements and the elements of the intention are extracted.Then the Interpretative Structural Modeling Method is used to stratify the relationships between the intention elements.Finally,the hierarchical structure map is formed to explore the hierarchical relationships between the intention and the intention elements of the consumer privacy information disclosure behavior in mobile e-commerce.The results show that consumer privacy information disclosure intention can be considered as a pursuit of functional value,social value,emotional value,conditional value and cognitive value in the context of mobile e-commerce.Consumers' attention and pursuit of the functional value and social value surpass that of the emotional value and conditional value,and consumers' attention to the cognitive value is weaker.Personalized recommendation,service orientation and membership service are the three specific attributes that the consumers want to obtain in the mobile electronic commerce when they disclose their privacy.In the fourth chapter,combining the theory of consumer behavior,the theory of privacy calculation,the theory of trust,and the indifference of privacy,this study constructs a research model of consumer privacy disclosure behavior in mobile e-commerce from the perspective of information people,information technology and information environment to explain the impacts of different factors on the disclosure behavior of consumer privacy disclosure behavior.In this study,372 valid questionnaires collected by network and in reality are taken as samples,and confirmatory factor analysis is used to test the reliability and validity of the data.Then,the proposed theoretical hypothesis are tested by structural equation model.The results show that the proposed hypotheses are supported by the data.Consumer trust as well as perceived benefits,information environment and information technology of privacy information disclosure have positive impacts on the intention of privacy information disclosure in mobile e-commerce.Perceived risk of privacy information disclosure and privacy indifference negatively affect the disclosure intention of consumer privacy information.At the same time,privacy indifference has a negative impact on the perceived risk of privacy information disclosure.In the fifth chapter,the risk tolerance of consumer privacy disclosure in mobile e-commerce is studied.This study defines the risk tolerance of consumer privacy disclosure in mobile e-commerce and.The risk characteristics of privacy information disclosure of mobile e-commerce,including information sensitivity,receiver sensitivity and usage sensitivity,are extracted.This research selects the representative characteristic index to construct the risk tolerance index system of the consumer privacy information disclosure of mobile e-commerce.The GA-BP neural network is applied to build the risk tolerance model so as to predict the risk tolerance of consumer privacy information disclosure in mobile e-commerce.The results show that the risk tolerance prediction model based on GA-BP neural network has great advantages in practical application,and it can be applied to the characteristics of mobile e-commerce,such as fast consumer interest,fast change of demand and fast external environment.The results show that when the tolerance level is 1,the consumer is high tolerance level,are not concerned about privacy;when the tolerance level is 2,the consumer is higher tolerance level,ignoring privacy;when the tolerance level is 3,consumers are rational tolerance level,which belongs to the privacy pragmatists;when the tolerance level is 4,the consumer is zero tolerance level,which belongs to the privacy fundamentalists.In the sixth chapter,the evaluation index system of the risk of information disclosure of consumer privacy in mobile payment is constructed.On the basis of literature research and expert discussion,this study chooses the risk assessment elements and indicators for consumers to disclose privacy information in mobile e-commerce.Using the questionnaire data to verify the selected indicators,this study determines the risk evaluation index of the privacy information disclosure of mobile e-commerce consumers.Then the fuzzy comprehensive evaluation method is used to evaluate the risk of privacy disclosure of mobile e-commerce consumers.The results show that the risk of consumers' vulnerability is the biggest cause of the risk of information disclosure,followed by consumers' access to mobile Internet environment risk,external threat risk and mobile terminal vulnerability risk.Using Taobao App as the data analysis,the results are in agreement with the above conclusions.In seventh chapter,on the basis of the previous research results,proposes the protection and utilization strategies of consumer privacy information of mobile e-commerce and the safeguard measures.This chapter divides consumer privacy information to protect and use two angles,from the consumer,mobile e-commerce platform and the regulatory body three aspects put forward the strategy.At the same time,it also puts forward the protection and utilization strategy of consumer privacy information from the perspective of privacy information management,information technology development and application and information environment construction.The security measures of consumer privacy information are put forward from the aspects of legislation,judicatory,industry self-discipline,capital input and strengthening network information security education.This research promotes the construction of the theory system of consumer privacy information disclosure,and provides theoretical support for strengthening the supervision of consumers' privacy information in the mobile environment.In practice,this study provides a new perspective for the enterprises to understand the consumer privacy information disclosure intention and factors,and can help the regulatory body to strengthen the protection and management of consumer privacy information in mobile e-commerce from the aspects of consumer privacy information protection and rational use of strategies and safeguards..In the future research,the author will study the dynamic of personal privacy attitude and privacy behavior in different situations.And the big data analysis tool for information privacy disclosure in the new media environment as well as the privacy protection and utilization in the open application of government data in big data background will be discussed.