The Effect of Privacy Calculus on Switch Intention:Mediating Effect of Privacy Concern and Interaction Effect of"Risk-benefit"
Platform users'perceived privacy risk will affect users'willingness to switch platforms,but the psychological process mechanism remains to be clarified.It is also worth paying attention to whether users'"risk-benefit"trade-off for privacy will change or offset their willingness to switch platforms.This paper collects data from users with experience in using mobile shopping app,and uses the PROCESS model to analyze the impact of perceived privacy risk,perceived privacy benefit and interaction terms on privacy concern and switch intention.The results show that perceived privacy risk and perceived privacy benefit have significant positive effects on switch intention.Perceived privacy risk and perceived privacy benefit interact to affect switch intention and privacy concern.The interaction terms of the two affect switch intention and privacy concern.Privacy concern plays a mediating role in the effects of perceived privacy risk and perceived privacy benefit on switch intention.This study clarified the psychological process mechanism of"privacy calculation-privacy concern-switch intention",and confirmed that the interaction terms of perceived privacy risk and perceived privacy benefit have a squeezing effect on switch intention.
NETL
NSTL
万方数据
