Study Of Consumer Preference On Privacy Protection Strategies Based On Conjioint Analysis

Customer has become the company's core resources in the current "customer-oriented" marketing era.And, Network marketing based on customer information management has become the mainstream of the marketing mode. User information is becoming more and more important to the operation of internet business. But due to the insufficiency of technology and the lack of management, user information leaking is more common, this also caused the user unwilling to provide personal information. Therefore, the research on user preference for privacy protection strategy and optimizing enterprise information protection strategy has important significance to users and enterprises. While the union analysis is a process by simulating real product, and then according to consumers'evaluation for these virtual product or service, using the mathematical statistics method to separatethe utility of the characteristics, and finally to make quantitative evaluation for each feature according to the important degree. Union analysis can simulate the realistic products. So that consumers can compare the product attributes and other related level, and then decide their preferences. Compared with traditional analysis method, Union analysis is more objective and high efficiency.This paper firstly build the union analysis theory model on the basis of the users'privacy protection strategy and make assumptions, and then collect the questionnaire empirical data, ultimately through the analysis of data to draw a conclusion, thus explore the users privacy protection strategy preferences. Meanwhile, through the hypothesis, this paper can inspects the users'different preferences between different groups.This paper follows the following three steps:1. Established union analysis model through literature reading and interview, combined with the first stage questionnaire.this model involving five attributes and corresponding five levels.2. Gained the score of different attribute level through the second phase questionnaire survey, and then analyze the relative importance between different dimensions, get down to the empirical research.3. Increased applicability and effectiveness of the conclusion. Through Divided the user into different groups according the demographic factors, combined with comparative analysis of hypothesis test.