【摘要】：借助于移動通信技術如LBS(移動定位服務),移動服務商獲取用戶個人隱私信息將變得更為容易,引發(fā)了用戶對隱私的嚴重關注,并將影響用戶對移動商務的采納行為,因此,有必要研究移動商務環(huán)境下用戶隱私關注的構成以及對采納行為的作用。采用結構方程模型(SEM)對收集的數據進行分析發(fā)現,隱私關注作為1個二階因子由4個一階維度構成,包括信息收集、不適當訪問、信息錯誤、二次使用。隱私關注顯著影響用戶感知風險與信任,并通過二者間接影響采納行為。鑒于此,移動服務商需采取有效措施來緩解用戶隱私憂慮,促進其采納行為,從而確保移動商務實施的成功。
[Abstract]:With the help of mobile communication technology such as LBS (mobile location service), it will become easier for mobile service providers to obtain personal privacy information, which will cause serious concern to users, and will affect the adoption behavior of mobile commerce. It is necessary to study the composition of user privacy concerns and the role of user privacy in mobile commerce. The structural equation model (SEM) is used to analyze the collected data. It is found that privacy concerns as a second-order factor consist of four first-order dimensions, including information collection, improper access, information error and secondary use. Privacy concerns significantly affect user perceived risk and trust, and indirectly affect adoption behavior through both. In view of this, mobile service providers need to take effective measures to alleviate user privacy concerns, promote their adoption behavior, so as to ensure the success of the implementation of mobile commerce.
【作者單位】： 杭州電子科技大學管理學院;華中科技大學管理學院;
【基金】：國家自然科學基金資助項目(70971049,70731001) 中國博士后科學基金資助項目(20090451043) 教育部人文社會科學資助項目(09YJC630052)
【分類號】：C93

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