Research on the Prediction of Privacy Information Disclosure Intention of Mobile Social E-commerce Users
In the mobile social e-commerce context,the user's interaction mode has changed,and the security of personal privacy and infor-mation has come to the fore,and these changes will have an important impact on the user's willingness to disclose private information.In or-der to explore the influencing factors of users'willingness to disclose private information in the mobile social e-commerce context,this pa-per establishes a structural equation model based on the S-O-R theory,which includes eight variables:effectiveness of privacy policy,effec-tiveness of privacy settings,information interaction,emotional interaction,personalization,privacy concerns,perceived benefits,and will-ingness to disclose private information,with the aim of exploring the influencing factors and their role in influencing users'willingness to disclose private information.The results show that:(1)the effectiveness of privacy policy,the effectiveness of privacy settings,information interaction,emotional interaction,and personalization all positively and significantly affect users'willingness to disclose private informa-tion;(2)the effectiveness of privacy policy,the effectiveness of privacy settings,and emotional interaction all negatively and significantly af-fect privacy concerns;and the effectiveness of privacy settings,information interaction,emotional interaction,and personalization all posi-tively and significantly affect perceived benefits.On this basis,this paper constructs a GA-BP neural network based on platform characteris-tics and user perception,and proposes specific countermeasures for different prediction results.Ultimately,this paper puts forward feasible suggestions to enhance users'willingness to disclose private information in four aspects:increasing the platform's privacy protection,im-proving the platform's personalized service construction,reducing the risk of privacy leakage,and reasonably applying the disclosure will-ingness prediction model.
mobile social e-commerceprivacy information disclosure willingnessSEM structural equation modelGA-BP neural network
万方数据
维普
