Measurement And Empirical Examination Of Privacy Leakage Tolerance On The Mobile Internet

With the rapid development of mobile communication technology and upgrading of mobile devices, mobile Internet gradually come into people’s daily lives. On the mobile Internet, individual identification and information transmission are more convenient. With the popularity of mobile Internet, users’personal information is easily accessed. Appropriate access to users’information can help enterprises understand consumer demand better and improve marketing effectiveness. However, grabbing users’personal information excessively will cause users dissatisfaction and induce the privacy leakage. Recently, events of privacy leakage based on the mobile Internet are frequently exposed in China. It triggers much attention and results in great social impact.From the perspective of mobile Internet users, this paper discusses users’tolerance attitude to privacy leakage based on the situation that users’privacy is leaked to enterprises. The research of privacy leakage tolerance on the mobile Internet has important significance both in business practices and theoretical study. It makes contribution to optimizing information allocation, to exerting the economic value of information and to helping enterprises protect users’privacy properly. Meantime, it provides a new concept to describe the users’privacy attitude and explain the privacy paradox. Based on the description and dimensions of privacy leakage tolerance, a three-order privacy leakage tolerance scale has been designed and verified. Information sensitivity dimension includes four factors, which are bodily privacy, information privacy, communication privacy and territorial privacy. Receiver sensitivity dimension includes application service providers, telecommunications operators, terminal manufacturers and platform developers. Usage sensitivity dimension includes the collection, access, use and error. This paper collects data by questionnaires and a total of396valid questionnaires are collected. Date are analyzed by SPSS, AMOS software. Results show that the scale has good reliability and validity for the measurement of privacy leakage tolerance on the mobile Internet.Overall, users’privacy leakage tolerances tend to be consistent and at a moderately low level. Data show that on information sensitivity dimension, users can better tolerate the leakage of bodily privacy and territorial privacy; on receiver sensitivity dimension, users can better tolerate leaking privacy to the application service providers and telecom operators; on usage sensitivity dimension, users can better tolerate the behavior of access and worse tolerate the behavior of error by enterprises. Finally, management implications and research implications are given based on the data analysis and future research directions are prospected.