消费者个人信息分享意愿研究

发布时间：2018-01-16 11:54

本文关键词：消费者个人信息分享意愿研究　出处：《华侨大学》2015年硕士论文　论文类型：学位论文

【摘要】：大数据时代的到来使得数据成为企业在新环境下要力争夺取的一大资产要素。数据及其相应的收集、储存、处理、分析与应用成为了企业在新环境中出奇制胜的关键,其中数据的质量与体量是保证一切活动顺利进行的前提与基础。而数据的质量与体量则取决于消费者的个人信息分享意愿。但在目前,企业又面临着数据质量不高、消费者个人信息分享情况不佳等问题。因此,在新的数据应用环境中对消费者个人信息分享意愿进行研究非常具有价值。研究在系统回顾个人信息分享意愿以往相关研究的基础上,采用TAM模型构建了新的数据应用背景下研究消费者个人信息分享意愿的概念模型,提出了7个假设。研究采用问卷的形式收回362份有效样本,并运用结构方程模型分析、回归分析对模型与假设进行验证与分析,同时采用方差分析法对比分析消费者在不同个人信息使用方式中的不同态度下个人信息分享意愿的差异。根据研究结论,研究还以企业为利基点提出了相应的策略建议。其中,本研究得出的主要结论有:(1)影响消费者个人信息分享意愿的影响因素有信任、网络隐私顾虑与感知有用性,其中信任与感知有用正向影响个人信息分享意愿,网络隐私顾虑负向影响个人信息分享意愿;(2)感知易用性对消费者个人信息分享意愿的作用不显著,但正向影响感知有用性;(3)消费者的网络隐私顾虑负向影响消费者对网站的信任;(4)感知有用性对网络隐私顾虑与个人信息分享意愿之间的关系起调节作用;(5)消费者对个人信息使用方式的态度不同,其个人信息分享意愿也存在差异,但不同差异组之间造成个人信息分享意愿差异的影响因子不同;(6)不同个人信息使用方式的被接受程度不同,且不同情境下消费者的个人信息分享意愿受消费者态度的影响程度不同。
[Abstract]:Big data era makes enterprises should strive to become a big data assets seized in the new environment. And the corresponding data collection, storage, processing, analysis and application of the enterprise to win in the new environment, the quality and the amount of data is the basis and premise of all activities to ensure the smooth conduct. The quality and volume of data depends on the consumer's personal information sharing. But at present, the enterprise is facing the data quality is not high, poor consumers' personal information sharing and other issues. Therefore, the data in the new application environment in personal information on consumer willingness to share research is very valuable. Based on a systematic review personal information sharing of relevant research in the past, build a data application background of consumers' personal information sharing intention conceptual model using TAM model Type, put forward 7 hypotheses. The research in the form of a questionnaire to recover the 362 valid samples, and the use of structural equation model analysis, verification and analysis of the model and hypothesis of regression analysis and variance analysis was used to analyze the difference of personal information of different attitude in different ways in the use of personal information of consumers under the willingness to share according to the. The conclusion of the study, research and put forward the corresponding strategies and suggestions to enterprises for niche. Among them, the main conclusions of this study are: (1) the factors influencing consumers' willingness to share personal information of network privacy concerns and trust, perceived usefulness, perceived usefulness and the trust positively affects the personal information sharing network. Privacy concerns the negative influence of personal information sharing intention; (2) perceived ease of use of personal information of consumers willingness to share is not significant, but the positive effect on perceived usefulness; (3) Network privacy concerns of consumers on the website of the negative impact of consumer trust; (4) the perceived usefulness of the relationship between the share will play an important role in the regulation of network privacy concerns and personal information; (5) the use of personal information of consumers with different attitudes of their personal information sharing will also have the difference, but the impact caused by personal information the willingness to share differences between group differences in the different factors; (6) the use of personal information in different ways and different consumer acceptability, different situations of personal information sharing by consumers attitude different influence.

【学位授予单位】：华侨大学
【学位级别】：硕士
【学位授予年份】：2015
【分类号】：F713.55

【共引文献】