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消费者网购时行为意向对个人信息泄露的影响研究
引用本文:王寅.消费者网购时行为意向对个人信息泄露的影响研究[J].重庆邮电大学学报(自然科学版),2017,29(6):830-836.
作者姓名:王寅
作者单位:汉阳大学工科学院,韩国首尔04763
摘    要:针对电子商务中消费者个人信息保护问题,分析了在网购过程中消费者个人信息泄露的主要因素及方式,并构建了一个消费者在网购过程中信息保护行为意向(信息重要性,网站声誉,信任)对个人信息泄露影响的研究模型,通过问卷调查的方式收集到370份有效问卷,利用结构方程模型对调查结果进行模型拟合检测以及路径分析.研究结果显示信息重要性和网站声誉对信息保护行为意向有正向影响,但信任对信息保护行为意向有负向影响,信息保护行为意向对信息泄露产生负面影响.

关 键 词:电子商务  个人信息保护  消费者行为意向
收稿时间:2017/7/19 0:00:00
修稿时间:2017/9/1 0:00:00

Investigating the impact of customers' online shopping behavior intention on personal information disclosure in online shopping process
WANG Yin.Investigating the impact of customers' online shopping behavior intention on personal information disclosure in online shopping process[J].Journal of Chongqing University of Posts and Telecommunications,2017,29(6):830-836.
Authors:WANG Yin
Abstract:This paper discussed the problem of consumer personal information in online shopping, analyzed the main factors and means of personal information disclosure in the process of online shopping. A research model of consumer information protection behavioral intention in the online shopping process (significance of information, website reputation, trust) on disclosure of personal information is built, and 370 valid responses were collected. The data were analyzed by using structural equation model (SEM), model fitting test and path analysis were performed. The findings indicated that information significance and website reputation have a positive influence on protective behavior intention, though trust has a negative influence on behavior intention. Generally protective behavior intention will have a negative influence on information disclosure.
Keywords:electronic commerce  personal information protection  customers behavior intense
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