消费者隐私关注对其网购行为的影响研究

发布时间：2018-06-08 05:06

本文选题：电子商务 + 消费者隐私　；参考：《华中师范大学》2017年硕士论文

【摘要】：科技的发展带来了生活方式的变革,随着互联网的发展以及电子商务的兴起,消费者的传统购物方式发生了翻天覆地的变化,网购在消费者日常生活中的普遍性越来越高,只需要一部手机、一台电脑便可足不出户解决消费者需求。在消费者的隐私关注问题与其网购行为之间展开了一场博弈,一方面,电子商务简化了消费者的购买过程,为消费者带来了更便捷的服务与体验,购物不再受到时间和空间的限制,京东白条、蚂蚁花呗等互联网消费服务开启了超前消费的时代,而个性化推荐也为消费者带来了更为个性化的服务,贴合消费者需求进而达到精准营销的目的。但另一方面,网络购物的实现必然伴随着个人信息的提供,要完成一次网上购物的体验,必然需要提供姓名、联系方式、地址等个人信息,这是电子商务网站得以生存、消费者获取购物服务的必要条件;京东白条等服务的使用建立在消费者提供更为详细的个人资料的基础之上;个性化服务的提供,同样要有消费者个人资料、浏览记录、购买交易记录等信息的收集;不断深入的信息收集、处理和利用使得消费者对于隐私更加关注。由此可见,消费者隐私关注对于其网购行为会产生一定的影响,了解消费者隐私关注究竟是如何影响其网购行为能够更好地展示二者之间的关系,同时能够为电子商务的稳定发展提供帮助与指导。本文在了解到消费者隐私关注对网购行为会产生影响的情况下,通过调查问卷获取了 334位消费者对个人信息的可公开程度数据,据此通过聚类方法将消费者隐私关注划分成不同类型,不同类型的隐私关注代表着隐私关注程度的不同。然后,将消费者的隐私关注与其网购行为进行分析,了解不同类型隐私关注的消费者在网购行为各方面的差异,从而掌握消费者的隐私关注对其网购行为产生的具体影响。首先,本文通过聚类分析将消费者隐私关注划分为四类,根据每一簇信息关注侧重点的不同,分别将其命名为:高通讯信息隐私关注类型、全面隐私关注类型、敏感信息隐私关注类型和高身份信息隐私关注类型。其次,将消费者隐私关注与其网购行为进行相关分析与统计分析。一方面,总结了不同隐私关注类型的消费者在网购行为方面的差异,从注册行为、信息收集行为、购买决策行为、支付行为和配送选择行为五个方面来分别进行比较,发现不同隐私关注类型消费者在各个方面的表现差异,从而了解其行为特点;另一方面,研究了消费者隐私关注程度对其整个网购行为的影响,结果显示,隐私关注程度与网站注册意愿、购买活跃度、支付意愿之间存在显著的负相关性;而与商品信息收集行为不存在显著相关性,位置信息和社交信息对网购活跃度存在显著的负相关,而身份信息与注册意愿和支付意愿也存在显著的负相关。
[Abstract]:The development of science and technology has brought the change of life style. With the development of the Internet and the rise of electronic commerce, the traditional shopping mode of consumers has changed dramatically, and the popularity of online shopping is becoming more and more common in the daily life of consumers. Only need a mobile phone, a computer can not leave home to meet consumer demand. There is a game between the privacy concerns of consumers and their online shopping behavior. On the one hand, e-commerce simplifies the purchase process of consumers and brings more convenient services and experiences to consumers. Shopping is no longer limited by time and space. Internet consumption services, such as JingDong white stripes and ant flowers, have opened an era of leading consumption, and personalized recommendations have also brought more personalized services to consumers. Meet the needs of consumers and then achieve the goal of accurate marketing. But on the other hand, the realization of online shopping must be accompanied by the provision of personal information. In order to complete an online shopping experience, it is necessary to provide personal information such as name, contact information and address, which is the survival of e-commerce websites. Consumer access to shopping services is essential; services such as JingDong whitebars are based on more detailed personal data provided by consumers; personalized services are also provided with consumer profiles, browsing records, etc. The collection of information, such as purchase transaction records, and the increasing depth of information collection, processing and utilization make consumers pay more attention to privacy. It can be seen that consumer privacy concerns will have a certain impact on their online shopping behavior, to understand how consumer privacy concerns affect their online shopping behavior can better show the relationship between the two. At the same time can provide help and guidance for the steady development of e-commerce. In this paper, after knowing that consumer privacy concerns have an impact on online shopping behavior, we obtained 334 data of consumers' openness to personal information through questionnaires. According to the clustering method, consumers' privacy concerns are divided into different types, and different types of privacy concerns represent different degrees of privacy concerns. Then, the privacy concerns of consumers and their online shopping behavior are analyzed to understand the different types of privacy concerns of consumers in different aspects of online shopping behavior, so as to grasp the specific impact of consumers' privacy concerns on their online shopping behavior. Firstly, this paper divides consumer privacy concerns into four categories by clustering analysis. According to the different focus of each cluster of information, it is named as: high communication information privacy concern type, comprehensive privacy concern type. Sensitive information privacy concern type and high identity information privacy concern type. Secondly, the consumer privacy concerns and their online shopping behavior analysis and statistical analysis. On the one hand, this paper summarizes the differences in online shopping behavior among consumers of different privacy concern types, including registration behavior, information collection behavior, purchase decision behavior, payment behavior and distribution choice behavior. In order to understand the behavior characteristics of consumers with different types of privacy concerns, the influence of privacy concerns on the behavior of consumers is studied, and the results show that, There was a significant negative correlation between privacy concerns and site registration intention, purchase activity, and willingness to pay, while there was no significant correlation with commodity information collection behavior. There is a significant negative correlation between location information and social information on the activity of online shopping, while there is a significant negative correlation between identity information and willingness to register and pay.
【学位授予单位】：华中师范大学
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：F713.55;F724.6

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