隐私关注对移动个性化服务采纳的影响——基于用户主观认知视角的实证研究

摘要

In this paper,we study the influences between privacy concerns and adoption behavior intention of MPS.It in-novatively proposes the theory model from the perspective of the user's subjective cognition.The paper collects 421 question-naires and uses the structural equation model to measure the degree of privacy concerns and analyze the relationship among the users' privacy cognition.It validates the theoretical assumptions between each influence factor and privacy concerns,and be-tween privacy concerns and the adoption behavior intention of MPS.Empirical results show that the user privacy tendency,in-ternal locus of control,and social groups have significant positive influence on privacy concerns about information collection, misuse,improper access,and secondary use.It also shows that the user's openness,agreeableness and extraversion have sig-nificant negative influence on the above four dimensions of privacy concerns which have significant negative influence on the a -doption behavior intention of MPS.This paper provides the theoretical support for enterprise to innovate the online marketing method under the privacy concerns,and for users to promote adoption intention of MPS to the actual behavior.%文章研究隐私关注与MPS采纳行为意愿之间的影响关系,创新性提出从用户主观认知视角的MPS采纳理论模型.通过调研收集421份问卷,并采用结构方程模型进行隐私关注程度测量与用户隐私认知之间关系分析,验证各影响因素与隐私关注,以及隐私关注与采纳MPS意愿之间的理论假设.结果表明,用户隐私倾向、内控点、社交群体对隐私关注信息收集、错误使用、不正当访问、二次使用都有显著的正向影响;用户开放性、随和性和外向性对隐私关注上述四个维度都有显著的负向影响;同时,提出的影响因素通过隐私关注四个维度均负向影响用户采纳MPS的意愿.文章能为企业革新隐私关注下的网络营销方式,以及促进用户采纳MPS意愿向实际行为转换提供理论支持.