An Empirical Study About The Impact Of Privacy Protection On Mobile Commerce Users' Behavioral Intention

With the advent of the mobile Internet era,smart phones,tablet PCs and wearable devices and other mobile terminals have been in all aspects of the public's livelihood,profound changes in the daily work of each user,life and even behavior,but also to promote the rapid integration of traditional e-commerce mobile Internet platform and then gradually form a new format of mobile commerce.However,the rapid development of mobile business behind,exposed more and more users of privacy violations.Behind the user privacy phenomenon reflects the mobile service providers can more easily access the user's personal privacy information,but the privacy of information protection is too weak,resulting in the user more and more aware of the lack of personal information privacy control,but also further affect the user It is necessary to analyze the types and causes of privacy infringement and related privacy protection services from the perspective of mobile service providers and to further study the impact of privacy protection services on the willingness of mobile business users.Based on the analysis of the current situation and the protection of users,this paper analyzes the two types of privacy infringement of mobile service providers'over-collection and illegal use of user privacy information,and their use of hackers to steal and illegally transmit And the use of walking,malicious tampering and deletion of other user privacy information,and summed up the reasons for the four kinds of privacy violations,that is,the user information privacy is not clear,commercial interests driven,laws and regulations are not perfect,"privacy policy" become "exemption" clause,Then on this basis,mobile service providers to adapt to the user to use the scene of the privacy protection services,that is,privacy preferences and privacy feedback.In order to verify whether these two kinds of privacy protection services have an impact on the user's willingness to act,this paper then explores the influence of privacy preference and privacy feedback protection service on the behavior intention of mobile commerce users on the basis of fair theory and planned behavior theory,Using PLS-SEM method for empirical research.The empirical results show that the privacy protection service has a significant direct positive effect on the user-perceived privacy control(hereinafter referred to as perceived control)and the willingness to act,and indirectly affects the user's willingness to act indirectly through the perception control,and the privacy preference and privacy feedback There is a significant negative interaction for the user's willingness to act,and the privacy feedback service has an alternative to the privacy preference service.Finally,the conclusion of the previous research is summarized,and the limitations of this study and the future research direction are further analyzed.