Research On Influencing Factors Of Users'willingness To Disclose Privacy Information In Socialized E-commerce

With the rapid development of mobile Internet technology and social network,social e-commerce is gradually integrated into people's daily life.Social e-commerce is a new social network as the main body,with the help of network media,supported by social media technology,online interpersonal communication and business information flow interaction.In the process of commodity sales,with the help of social interaction and user-generated content,a new e-commerce model can promote the whole purchase activity.At present,there are many social e-commerce websites in China,such as Beauty Theory,Xiaohongshu,Taobao Micro-Tao,Hupu Sports Mall and Pingduoduo.The basic functions of social e-commerce are mainly embodied in its ability to guide users to change from passive information recipients to active information transmitters and publishers.We find that although social e-commerce has many characteristics and advantages,it is still in its infancy and is not perfect in all aspects.There are the following problems: although it is an indisputable fact that social media can deeply explore business information resources,it is difficult to publish information,and it is based on praise,comment and originality.Users can unconsciously or consciously disseminate and generate information content,thus differentiating the information quality of social e-commerce,and repeatedly appearing various false or meaningless information.Therefore,users may face various unpredictable losses or privacy risks,so that they may question the necessity of providing personal information,thus producing false information or directly refusing to provide personal information.At the same time,the social e-commerce platform can not develop well.Research on the influencing factors of social e-commerce users' willingness to disclose information has gradually been put on the agenda,and the social e-commerce industry needs to develop more healthily and orderly.Therefore,this study combines social impact theory,rational behavior theory,incentive theory,privacy computing model and the characteristics of social e-commerce website to construct a model of influencing factors of social e-commerce users' willingness to disclose privacy information,and to analyze and validate the factors affecting social e-commerce users' privacy information disclosure.Thevariables involved in the study are mainly divided into three parts.Eleven factors are privacy concerns(perceived benefits,perceived risks,perceived pleasure,worry,trust),subjective norms(internalization,identification,compliance)at the social level,organizational incentives(reciprocity,incentive policies)at the organizational level and organizational culture at the organizational level.The results of this study show that 11 of the 12 hypotheses have passed the test.Among them,organizational culture has no significant effect on trust in users' privacy disclosure attitude,and has not passed the test.Among the direct impact factors,the path coefficient of worry is the highest,and it is also the only negative impact factor on users' privacy disclosure intention,with the impact value of-0.328;the other perceived pleasure has a significant positive impact on users' privacy disclosure intention;trust in users' privacy disclosure attitude has a significant positive impact on users' privacy disclosure intention.The impact of internalization on users' privacy disclosure intention is significant positive;the impact of identity on users' privacy disclosure intention is significant positive;the impact of compliance on users' privacy disclosure intention is significant positive.However,perceived benefits,perceived risks,organizational culture,reciprocity and incentive policies indirectly and positively affect users' privacy disclosure intention.However,unlike traditional SNS websites,organizational culture has no significant impact on trust in attitudes in social e-commerce websites.Finally,according to the above conclusions,this paper puts forward theoretical guidance and suggestions to enhance the social e-commerce platform from three aspects: optimizing incentive policy,actively building mutually beneficial relationship for users,and strengthening the construction of the platform's own organizational culture,so that users are more willing to disclose their privacy information;at the same time,this study also puts forward the rationale from the personal level.On guidance and suggestions,users can enhance their privacy awareness.