Impact of Privacy Concerns on Adoption of Mobile Personalized Service: An Empirical Study from the Perspective of User's Subjective Cognition
GUO Feipeng1,2,JUN Chunhua1,3
1. Contemporary Business and Trade Research Center,Zhejiang Gongshang University 2. Information Technology Department, Zhejiang Institute of Economics and Trade 3. School of Management and E-Business,Zhejiang Gongshang University
Abstract：In this paper, we study the influences between privacy concerns and adoption behavior intention of MPS. It innovatively proposes the theory model from the perspective of the user’s subjective cognition. The paper collects 421 questionnaires and uses the structural equation model to measure the degree of privacy concerns and analyze the relationship among the users’ privacy cognition. It validates the theoretical assumptions between each influence factor and privacy concerns, and between privacy concerns and the adoption behavior intention of MPS. Empirical results show that the user privacy tendency, internal locus of control, and social groups have significant positive influence on privacy concerns about information collection, misuse, improper access, and secondary use. It also shows that the user’s openness, agreeableness and extraversion have significant negative influence on the above four dimensions of privacy concerns which have significant negative influence on the adoption behavior intention of MPS. This paper provides the theoretical support for enterprise to innovate the online marketing method under the privacy concerns, and for users to promote adoption intention of MPS to the actual behavior.
郭飞鹏 琚春华. 隐私关注对移动个性化服务采纳的影响——基于用户主观认知视角的实证研究[J]. 浙江工商大学学报, 2018, 32(1): 85-96.
GUO Feipeng JUN Chunhua. Impact of Privacy Concerns on Adoption of Mobile Personalized Service: An Empirical Study from the Perspective of User's Subjective Cognition. Journal of Zhejing Gongshang University, 2018, 32(1): 85-96.
2018, Vol. 32 
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