Research On The Mechanism Of The Influence Of Risk Perception On Consumption Behavior

With the guarantees provided by the rapid development of Internet technology,new social e-commerce models emerged,followed by a growing contradiction between openness and security of information as well as increasing concerns about the security of private information.When using social e-commerce platforms,users are required to provide personal information related to identification,payment and location.The imbalance between the ease of access to information and the importance of consumer data and data privacy protection,which leads to frequent disclosures incidents of privacy information.Users feel that they are losing control of their personal information and data progressively,and their concerns and risk perceptions about privacy information are increasing.Currently,users’ risk perception of privacy information has become a hot topic in the research of consumption behavior in the Internet era,this paper will focus on what impact the risk perception triggered by private information concerns will have on users’ consumption behavior and what other influence factors are involved in the background of the social e-commerce model.This research aims to investigate the mechanism of users’ risk perception on consumption behavior in social e-commerce from the perspective of privacy information concerns.Based on the S-O-R model,the risk perception conceptual model,the theory of planned behavior,the theory of risk perception and the theory of privacy paradox,this paper constructs a theoretical model of the impact of risk perception on consumption behavior,and empirically tests the theoretical model by questionnaire surveys and structural equation modeling.The research results show that(1)risk perception,privacy concern and trust influence consumption behavior positively and significantly,and privacy concern has a fully mediating and negative moderating role in the effect of risk perception on consumption behavior.The higher sensitivity of users to risk perception and privacy concerns is,the more significant their avoidance behaviors will be in consumption,including providing less information,reducing the frequency of using social e-commerce platforms,changing platforms,choosing give up the transaction or other negative consumption behaviors.The higher the user’s trust in the social platform is,the less avoidance behaviors will be in consumption,which will contribute to positive consumption behavior.(2)The positive effect of risk perception on privacy concerns is significant,and the higher the degree of risk perception is,the deeper the concerns for privacy information will be,which will reduce their intention to provide personal information to the platform and continue trading.Based on the results,a risk management system for consumption behavior in the social e-commerce model is constructed.On the one hand,platform service providers need to pay attention to user risk perception,enhance privacy and security management,improve platform reliability,and promote users’ consumption behavior;on the other hand,the government needs to restrain and guide platform enterprises to regulate the collection and use of user information through legal means and economic leverage to protect users’ rights and interests and promote the healthy and stable development of the social ecommerce industry.Figure [18] Table [23] Reference [112]...