E-commerce Site Consumers Personal Information To Provide The Willingness To Study

Consumers' personal information is becoming more and more important to E-commerce development and its success. The personal information could be used to targeting customers, marketing planning and personalizing service or communication, all of which could help e-commerce websites or e-retailers to differentiate itself from the fierce competition. Registration is one of the easiest ways for e-commerce websites to collect consumers' personal information and it is also of the first steps to transform website viewers to new customers. However, online consumers are becoming more and more concerned about their privacy security, which results in either their unwillingness to register on some e-commerce websites or falsifying some of the required personal information during the registration, both of which would negatively impact websites' revenue, profitability and its marketing outcome. So it is necessary and also worthwhile to analyze what factors influence consumers' personal information provision decision during the registration as well as their internal mechanism. And such analysis would be beneficial to e-commerce websites with regard to the consumers' personal information collection strategy.Based on the review of relevant literatures, existing important research models as well as the involvement theory, a concept model is proposed. It fully analyzes consumer's online privacy concern, trust, the required information's sensitivity, website involvement and their influence on consumers' intention to provide a certain type of personal information during the registration. Besides this paper also analyzes trust's mediating effect as well as involvement's moderating role .With college students as the main body of the research sample, 199 valid surveys are collected and this paper uses several statistic analysis methods, such as factor analysis, multi-regression analysis etc. to testify the proposed model and hypothesis. Besides, the enter step regression analyzing method is also utilized to exam trust's mediating effect as well as involvement's moderating role in the proposed model. And the main research findings are as below:(1) Consumer's internet privacy concern negatively influence the personal information providing interntion, both directly and indirectly through trust. Besides difference is observed in respective effects of internt privacy concern's three dimentions both on intention and trust.(2) Website reputation and personal information security have positive effect on trust, their effect on intention are fully mediated by trust. (3) Information sensitivity influences intention with strong negative effect, which is bigger than other factors.(4) Website involvement positively influence information providing intention(5) Website involvement plays a moderating role between the relationship of information sensitivity and intention.