Research On The Privacy Concern Of Internet Consumers Under The Background Of Precision Communication

The key of the conflict between precise communication and Internet privacy lies in the Internet consumers’ concern about individual privacy. In fact, personally, whether data collection or direct precise promotion, only when it causes Internet consumers’ awareness and privacy concerns, can the conflict establish. Based on privacy concerns, a large number of consumers take protection behaviors directly or indirectly, which will hinder the development of precise communication.This kind of Internet consumers’ concern of can’t control their own privacy information is called privacy concern. Therefore, this paper will try to resolve the conflict from privacy concern.This study starts from the concept of privacy concern. Firstly, the paper measures the privacy concern levels of people questioned, then discuss the affection of personal characteristics, media contact, group influence, social trust, privacy calculation, and then explores the relationship between privacy concern and behavior intention. The whole research is limited in the background of precise communication. The research includes the Internet consumers’ sensitivity and attitude at precise communication, so as to the background’s affection to media contact, group influence, social trust, privacy calculation etc..Data analysis showed that the privacy concern level of people questioned is high, they can quickly become aware of precise communication behavior. In the face of precise communication, people questioned worry about divulging their individual privacy most. Their attitude to the precise communication is negative. Personal characteristics, media contact have weak effect on the privacy concern. Group influence and privacy calculation’s effect is more apparent, and the social trust will have a negative effect significantly on privacy concern.Precise communication will affect the level of privacy concern of people questioned, the effect’s specific performance is precise communication will not trigger media contact or group influence, but it will reduce the level of social trust, which will increase the awareness of people questioned. The level of privacy concern is higher, the more obvious the behavior intention will be. People questioned are more willing to adopt protective measures.Finally, this paper try to think about the observation of precision communication behavior which likes panopticon, and the behavior’s challenge to Internet consumers’ freedom of choice, then the ethics of communication. In the end, this paper attempts to put forward strategies and recommendations to solve the conflict between precision communication and network privacy. Hope to be helpful.