Research On The Influencing Factors Of Willingness To Disclose Privacy Information Of B2C E-commerce Users

With the development of Internet technology and the concept of big data,the public is paying more and more attention to the value component of data.The large amount of personal information revealed behind the role of big data has become a commercial resource for major companies to compete for.The personal information of these consumers is very important for the merchants of B2 C e-commerce websites.It can help the merchants provide users with personalized services and develop targeted marketing plans.However,while this helps merchants increase sales,it also This has led to the emergence of some unfavorable conditions for consumers,making users pay more and more attention to their privacy,which has led to a contradiction between the needs of businesses for user information and the privacy protection of users themselves.Therefore,how to obtain a balanced development of user information security and business information utilization in the B2 C e-commerce environment is an important problem we hope to solve.Therefore,by studying the factors of users' willingness to disclose privacy information,this article understands user psychology and deepens platform merchants' understanding of users,so as to guide B2 C e-commerce platform merchants to collect and use benign information,making B2 C e-commerce platform a healthy and good development.Based on the literature research results on private information at home and abroad and the influencing factors of the willingness to disclose private information,this paper combines privacy computing model,trust theory,private communication management theory,privacy attention and incentive theory to construct B2 C e-commerce.The model of influencing factors of platform users' willingness to disclose private information,and the influencing factors are analyzed and verified through empirical research.