隐私视角下健康类APP用户流失意愿研究

目的/意义] 本文从隐私视角出发，研究影响健康类APP用户流失意愿的因素，为健康类APP服务提供商增强用户粘性、提升服务效果等提供参考依据。方法/过程] 对24名有健康类APP使用经验的用户进行访谈，运用扎根理论法对访谈材料进行编码分析，构建隐私视角下健康类APP用户流失意愿理论模型。结果/讨论] 用户个体、隐私关注、社会环境和隐私计算结果直接影响用户流失意愿；社会环境还通过影响用户个体、隐私关注与流失意愿间关系的强度影响用户流失意愿，与用户流失意愿呈中介关系。

Research on the Churn Intention of Health APP Users from the Perspective of Privacy

Purpose/Significance] This paper studies the factors influencing user churn intention towards health APPs from the perspective of privacy,serving as a reference for heath APP service providers in enhancing user stickiness,improving service effectiveness.Method/Process] Interviewing with 24 users who have using experiences of health APP,then the paper recorded the original interview data by using the method of grounded theory to code analyse the interview materials,draw a theoretical model of the churn intention of health APP users from the perspective of privacy.Result/Conclusion] Individual users,privacy concerns,social environment and privacy calculation results directly affected user turnover intention,the social environment also influenced the user's intention to lose by influencing the intensity of the relationship between individual users,privacy concerns and user's intention to lose,which was an intermediary relationship with user's intention to lose.