社会化商务环境下信息隐私关注的作用机理研究

目的/意义] 基于社交媒体的社会化商务显著促进了用户的信息交互。与此同时，信息过度收集和使用、信息泄露等问题愈发突出，引发了用户对于个人隐私问题的密切关注。从用户、平台、环境3个层面，研究了信息隐私关注的影响因素及其对用户行为的作用。方法/过程] 研究收集了340份有效问卷，采用结构方程模型进行数据分析。结果/结论] 结果发现，隐私倾向、平台声誉、法律法规显著影响用户的信息隐私关注，进而决定用户的信任、隐私风险和社会化商务行为。研究结果启示企业需要采取措施缓解用户隐私关注，进而促进其社会化商务行为。

The Research on the Effect of Information Privacy Concern in the Context of Social Commerce

Purpose/Significance] Social commerce based on the social media has significantly promoted users' informational interaction.At the same time,improper information collection and usage has become a serious problem and aroused users' privacy concern.From the perspectives of user,platform and environment,this research examined the determinants of privacy concern and its effect on user behaviour.Method/Process] 340 valid questionnaires were collected and analyzed using structural equation modeling.Result/Conclusion] The results showed that privacy propensity,platform reputation,and laws and regulations significantly affected users' privacy concern,which in turn affected users' trust,privacy risk and their social commerce behaviour.The results implied that companies should adopt measures to mitigate users' privacy concern and promote their social commerce behaviour.