| With the continuous improvement of network coverage, scale of e-commerce users has grown rapidly, accompany which more and more people pay close attention to the consumer safety. Perceived risk is an important factor for consumers'wants to adopt online shopping and vital to the development of e-commerce. Nowadays, academic researchers are concentrate their attention on consumer perceptions of risk, however, little attention are paid on consumer perceived privacy, which still largely unknown.In this essay, we do research on the perception privacy in the perspective of consumers. In order to explore consumers perceived privacy factors of online shopping, we used both theoretical analysis and empirical research methods. Firstly, based on the review of literatures, we analyzed from the theory of consumer behavior, perceived risk theory, technology acceptance model and related theories, thus described the feature of privacy on network and group privacy in Chinese culture. Secondly, we analyzed variables that may affect from social psychology. Thirdly, we contrasted legal privacy protection mechanism at home and abroad.Then we developed the Internet Consumer Perceived Privacy Model to carry out the empirical study according to the comprehensive analysis of the above. In the first stage of exploratory analysis, we filter the topic through the validity and credibility test, and obtain a final survey questionnaire. In the second stage of validation analysis, we analysis the Online Consumer Perceived Privacy Model with SEM to identify key variables which affect network consumer perception privacy.The innovation of research and main conclusions are as follows. 1. Described the formation background of group privacy, and analyzed the impact of group privacy on perceived privacy.This essay analyzed the characteristics of consumer privacy in China, described the background and characteristics of group privacy, and comprehensive analyzed the impact of the group privacy on the online consumer perceived privacy.2. Establish and confirm the Online Consumer Perceived Privacy ModelPerceived privacy is a multidimensional concept and different scholars have given different interpretations. This essay analyzed the composition of online consumer perceived privacy from consumer behavior, sociology and law aspects etc. then developed Online Consumer Perceived Privacy Model, which integrated the existing models and theories based on the concept of privacy..Perceived privacy is a subjective evaluating of objective protection situation. Therefore, this study used network privacy protection tool (perceived usefulness, perceived ease of use) factors, laws and regulation factors, industry self-discipline factors, social factors and consumer personal values and personality factors to establish Online Consumer Perceived Privacy Model, and studied the impact of consumers'perceived privacy and attitude on their online shopping behavior.Consumer perception and behavior may be affected by individual factors. Therefore, this study also examined the impact of gender, age, income, and network-related experiences on online shopping privacy perceptions, attitudes and behavior.3. Revealed components of consumer online perceived privacy, and draw the conclusions as follows:(1)There are significant differences in community, objective privacy risk and decision-making behavior between consumers of different sex factor. Significant differences are also showed in perceived usefulness and perceived ease of use among consumers of different ages. Network experience, internet experience of consumers in the perception of different privacy and consumer attitudes make a significant difference, but consumers with more experience in online shopping consider themselves have better ability to control personal information. Besides, education level and monthly income make no difference.(2) There is no significant affection of web privacy protection tools on consumer perceived privacy. Legal protection and industry self-discipline factors can explain the extent of the network of consumer privacy awareness properly; social factors can explain 38.1% of consumers perceive internet privacy. Although individual values have a significant impact on perceived privacy, it can only explain 7% of the perceived privacy, while 59.4% of online shopping behavior can be explained by individual values.(3) Consumer perceived privacy affects the attitude towards online shopping to a large extent, and ultimately influences the actual shopping behavior.Thus, the formulation and implementation of network privacy protection laws can significantly reduce the level of consumer privacy awareness. The improvement of media reports, the establishment of virtual community, and strengthen the guidance to consumers are sonable methods to improve consumer perceived privacy online. |
