Research On Influencing Factors Of Consumer Privacy Disclosure Behavior In Social Commerce Context

Social commerce establishes a real-time interactive platform for consumers with the same shopping interests,and encourages consumers to actively share product information and shopping experience,which has changed traditional e-commerce from product-driving to social &customer-driving.However,the privacy security issues caused by the widespread circulation of information in social commerce have also become a common concern in today’s society.Consumers who fail to feel adequate privacy protection face a dilemma when disclosing their privacy,which not only restricts their social positiveness in the platforms,but also reduces the platform’s level of accurate personalized service for customers.Enterprises urgently need to strike a balance between precision marketing and consumer privacy protection,in order to improve the normative and scientific quality of consumer privacy protection and enable users to obtain a better experience.Therefore,the influencing factors of consumer privacy disclosure behavior have become a topic worthy of research.This paper systematically reviews the theoretical basis and research progress of social commerce and consumer privacy disclosure behavior.Based on the privacy calculus theory,interaction theory and the Integrated Model of Technology Acceptance and Use(UTAUT),combined with the characteristics of the new business model—social commerce,takes the dimensions of consumers,social commerce platforms and consumers’ interaction with social commerce platforms as the breakthrough point,a model of influencing factors of consumers’ privacy disclosure behavior has been constructed.The sample data is collected through a questionnaire survey,and empirical analysis is used to verify the rationality of the model.According to the results of the pre-test,some items in the measurement scale are modified,and 484 valid questionnaires are collected through a formal survey.In order to fill in the gap that the Structural Equation Modeling cannot capture the nonlinear relationship among variables,this paper adopts the research method combining the Structural Equation Modeling(SEM)with the Artificial Neural Network(ANN).First,the SEM is used to test the research hypothesis,and then the ANN is constructed according to the test results.The differences between the empirical results of the two-stage models are compared,improving the effectiveness of the research method.This research mainly draws the following conclusions:(1)Consumers’ privacy disclosure behavior is determined by their intention,which is influenced by both consumers themselves and social commerce platforms.Perceived benefit,conformity,self-presentation,reputation,perceived information control and responsiveness can all significantly improve consumers’ intention to disclose privacy,and the above factors have a decreasing degree of influence on consumers’ willingness to disclose.(2)Perceived risk has a significant negative impact on consumers’ intention to disclose,but consumers’ perceived information control can effectively reduce their perceived risk.(3)Female consumers and consumers with less experience in social commerce sites are more sensitive to privacy risk.(4)The privacy protection policies of social commerce platforms and the personalized services provided to consumers have no significant impact on consumers’ intention to privacy disclosure.The research achievements of user privacy behavior in the new context of social commerce are enriched.Policy proposals are put forward.Managers can gain insight into the diversity of influencing factors of consumers’ privacy disclosure behavior in order to better boost the social commerce.