Research On The Influencing Factors And Mechanism Of Privacy Concern In Social Business Environment

Based on social media,social commerce provides users with a rich interactive platform that significantly changes the way they make decisions and purchases,reinterpreting the way people interact with each other.In the past five years,the scale of social commerce companies has rapidly expanded,and a large number of customer flows have been introduced by means of social fission.The gathering of companies such as Pinduoduo and Yunji has accelerated the development of social commerce.However,with the help of social network,social business promotes user transactions,while the company collects and uses a large amount of information based on its own business interests,which raising users' concerns about personal privacy issues,thereby reducing the active behavior of social business platforms,and resulting in lower business value of the enterprise.In summary,this thesis aims to explore the mechanism of the users' behavioral willingness from the perspective of privacy concerns,and enriching the theoretical research in this field by exploring the pre-constrained variables of privacy concerns.By referencing the existing literature,the study sorts out the research theories about social business and user behavior,combining the research status of privacy concerns to determine the research theories and make up for the shortcomings of the current research.The antecedent variables of privacy concern are refined into three levels: user,platform and environment.Social sharing and social purchase are the main variables of user behavior,and privacy is considered under the intermediary of trust and perceived risk.Focusing on the impact of user behavior,this article puts forward assumptions and establish a theoretical model.Based on the index design of the model and the scale,pre-investigation and interview activities were carried out.After two steps of revision and adjustment,the questionnaires required for this study were finally formed,and a total of 340 valid questionnaires were finally collected.The data was analyzed with a structural equation model(SEM): In the first step,SPSS 22.0 was used to test the reliability and validity of the data and model.And in the second step,analyzing the structural model by LISREL and fitting the model Examine the degree,also,completing the model and hypothesis test next.The research results as follows show that privacy propensity,privacy experience,reputation,privacy policies,privacy laws and regulations significantly affect privacy concerns,among which privacy policies,privacy laws and regulations have the weakest effect.In the hypothesis of privacy concern results,trust has a significant positive effect on socialized willingness to share and socialized willingness to buy,and negatively affects perceived risk.Perceived risk only has anegative effect on the willingness to buy socially,but no significant effect on the willingness to share socially.The hypothesis of privacy concerns on trust and perceived risk have been verified significantly.Based on the above results,we discuss the interactions between the variables,and constructing a user privacy protection system in the context of social commerce.Also,management suggestions are given from three aspects: user self-management,platform self-discipline,and national legislation.The research content not only provides a richer perspective for information privacy,but also provides inspiration to platform service providers and enterprises,and urging them to reasonably collect and use user information in accordance with industry norms while providing users with sensitive and efficient personalized products and services.It has also promoted the development of its own economic benefits and achieved a win-win situation for multiple parties.