Research On The Influencing Factors Of Mobile E-commerce Users’ Privacy Protection Will In The Individual Cognitive Stage

The rise of big data and artificial intelligence technologies,as well as the impact of the new crown pneumonia epidemic on the global economy,has accelerated the pace of the wave of mobile commerce platforms.Criminals take advantage of the legal loopholes to improperly use the private information of users in the mobile commerce platform,which in turn causes great distress to users.Privacy protection has become a key issue that needs to be solved urgently.However,the privacy protection of major mobile commerce platforms is not sufficiently targeted,and the user’s awareness of privacy protection is also highly lacking.Therefore,this research intends to help users fully understand the threat stage they are in from the perspective of users from the individual cognitive stage,and incorporate the user’s social attributes into the social environment for consideration,and build a mechanism model of mobile commerce platform user’s privacy protection willingness influence.With a view to helping users increase their willingness to protect privacy,it also helps mobile commerce platforms gain insights into users,and then introduce targeted privacy protection measures to purify the social environment.This research is based on social cognition theory,combined with protection motivation theory and planned behavior theory to establish a research framework,and uses social environmental factors as intermediary variables to verify the influence mechanism of mobile business users’ privacy protection willingness in the individual cognitive stage.For the first time,the research divides and sorts out the three stages of individual cognition from the privacy threat to the willingness to protect users in the mobile commerce field:Stage I is the first encounter with privacy leaks and threats,that is perceived threats;Stage II is to respond to privacy leaks and threats,that are self-efficacy and response efficiency;Stage III is the in-depth thinking on the value of privacy,that is the perceived value of privacy.Among them,the "perceived privacy value" is obtained by summarizing and refining the previous research and research background;secondly,unlike previous related studies,which mostly use individual characteristics such as protection of motivation factors as the main independent variables of the research,this research incorporates social environmental factors as the main independent variables.The integration of intermediary variables and individual cognitive factors expands the richness of the research;again,the research combines 322 questionnaire survey data,uses SPSS 25.0 and AMOS 27.0 to analyze the data,and output relevant research conclusions.The research results show that both descriptive norms and subjective norms of social environmental factors have a significant positive impact on privacy protection willingness.Self-efficacy,response efficiency and perceived privacy value all have significant positive effects on descriptive norms and subjective norms.Perceived threats only has a significant positive impact on descriptive norms;at the same time,descriptive norms play a significant intermediary effect in the three paths of self-efficacy,response efficiency,perceived privacy value to privacy protection willingness.Subjective norms range from self-efficacy,response efficiency to privacy protection will plays a significant mediating effect.This research expands a multi-dimensional research perspective for a series of studies on privacy protection,and the research conclusions bear a certain basis for future research.In addition,it helps users build a better sense of privacy protection and provides effective suggestions,and provides a reliable and solid basis for mobile service providers to implement operational privacy protection measures.