基于隐私视角的LBS用户使用意向研究

随着LBS在全球范围内的快速发展，LBS用户使用意向的影响因素及用户认知过程引发了相关领域学者的广泛重视。然而，以往研究缺乏对其中个人隐私问题的有效关注。本研究以公平理论和价值接受模型为理论基础，从个人隐私信息视角出发，探索LBS特性对用户使用意向的作用机制，构建LBS用户使用意向的认知过程模型，并利用264份有效问卷对研究模型进行实证检验。研究发现，首先，LBS平台的个性化和互动促进特征对用户的感知有用性和感知娱乐性都有正向提升作用；其次，互动促进会增加用户的隐私关注，而隐私政策会减少用户的隐私关注；最后，用户的感知有用性和感知娱乐性正向提升其感知价值，进而增加LBS使用意向，而用户的隐私关注会降低其感知价值，进而降低用户的使用意向。

A research on LBS users’ intentions based on the perspective of privacy

With the rapid development of location based on service (LBS), factors influencing the use of LBS and its cognitive process catch the wide attention of scholars. Based on justice theory and value-based adoption model, this paper builds a cognitive process model of users’ willingness to use LBS. Our hypotheses are tested with the data of 264 samples. The results show that personalization, interaction, perceived usefulness and perceived entertainment are all positively related to privacy concern. What’s more, privacy control and privacy policy of LBS have negative correlations with users’ privacy concern. Meanwhile, users’ perceived usefulness and perceived entertainment could increase users’ perceived value so that users are more willing to use LBS, while the decrease of users’ privacy concern would impair their perceived value, which leads to users’ intention to LBS.