在线游戏运营商信息索取对用户持续使用意愿的影响研究

发布时间：2018-01-11 09:38

本文关键词：在线游戏运营商信息索取对用户持续使用意愿的影响研究　出处：《哈尔滨工业大学》2013年硕士论文　论文类型：学位论文

【摘要】：随着互联网应用服务的不断普及，客户数据挖掘为运营商带来了巨大的商业价值。同时个人信息安全问题也为用户带来了很大困扰。运营商对客户信息的强烈需求和消费者对其信息提供的意愿形成矛盾。因此，，研究运营商信息索取对用户持续使用意愿的作用机制就显得尤为重要。针对这一问题，本文以后续采纳行为的概念模型为核心，对互联网环境下用户信息披露及持续使用意愿的影响因素进行了系统的文献回顾，提出信任、隐私关注度及转换成本为该情境下最重要的几个变量。作者假设信任在运营商信息索取行为与用户持续使用意愿间起中介作用，同时隐私关注和转换成本起调节作用。本研究以在线游戏玩家为研究对象，通过互联网进行问卷调查，最终回收有效问卷310份。使用SPSS18.0及AMOS6.0检验数据信度和效度，并通过SPSS多重线性回归验证本文提出的假设。验证结果表明，本研究提出的4个假设基本得到支持。运营商索取信息必要性正向影响消费者信任，但阶段性索取的方式对信任的影响作用并不显著；信任在索取信息必要性在与持续使用意愿间起完全中介作用；隐私关注在信任与持续使用意愿间起负向调节作用，而转换成本在两者间起正向调节作用。本研究的结论指出，信任在隐私披露情境下起关键作用，运营商合理的信息索取行为可以增强用户信任及维持其持续使用行为。通过增加用户的转换成本可以维持其持续使用意愿，而有效规避用户隐私关注也是获得用户信息并维持其继续使用的一个重要课题。最后对研究结果进行了讨论。
[Abstract]:With the increasing popularity of Internet application services, customer data mining operators to bring a huge commercial value. At the same time, personal information security issues for users has brought great distress. Operators of the customer information and provide consumers with strong demand for its information will form a contradiction. Therefore, the research on the mechanism of the operators for information users the continuance intention is particularly important. To solve this problem, the subsequent adoption behavior concept model as the core, the user information disclosure under the Internet environment and the influence of continuance intention factors performed a systematic review of literature, put forward trust, privacy concerns and switching costs for several variables in this situation the most important the author assumes that trust in the operator. Information seeking behavior and users' continuance intention between plays an intermediary role, and privacy concerns and conversion cost Regulating effect.
In this study, the online game player as the research object, through a questionnaire on the Internet, finally recovered 310 valid questionnaires. Using the reliability and validity of SPSS18.0 and AMOS6.0 test data, and through the SPSS multiple linear regression to verify the hypothesis proposed in this paper. The verification results show that the research hypothesis proposed the 4 basic operators for support. The necessity of information positively affect consumer trust, but the stage for the influence of trust is not significant; trust in obtaining the necessity of information and has a mediating effect on continuance intention; privacy concern in trust and continuance intention plays a negative regulatory role, and switching costs have positive moderating effect between the two.
The conclusion of this study pointed out that trust plays a key role in privacy disclosure situation, for the behavior of operators and reasonable information can enhance the user trust and maintain its sustainable use. Can maintain its continuance intention by adding the cost of the user, and effectively avoid the user privacy concern is to obtain the user information and continue to maintain its a the use of an important issue. At the end of the results were discussed.

【学位授予单位】：哈尔滨工业大学
【学位级别】：硕士
【学位授予年份】：2013
【分类号】：F224;F49;F274

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