网络消费者感知隐私的构面研究
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摘要
随着我国网络普及率的不断提高,电子商务交易类用户的规模增长迅速。消费者感知隐私直接影响其网络消费行为。因此,消费者感知隐私的研究对于电子商务的发展具有至关重要的意义。目前学术界较关注于网络消费过程中消费者感知风险的研究,对感知隐私方面的研究相对薄弱。
本研究以网络消费者感知隐私为研究对象,从消费者视角进行分析,采用了理论分析与实证研究相结合的方法,探讨消费者在网络购物过程中感知隐私的影响因素。
在理论分析方面,本文首先从消费者行为理论、感知风险理论、科技接受模型及相关理论等方面进行分析,明确了网络消费者隐私的特征与侵害形式,并结合我国社会文化的特点对群体隐私的概念进行了阐述和总结。其次,在社会心理学层面分析了可能会对消费者感知隐私造成影响的变量。最后,在法学层面综述了隐私权的内涵以及网络隐私权的特点,并对国内外对于消费者网络隐私权的保护状况进行了比较分析研究。
在以上各个层面的理论分析的基础上,提出了网络消费者感知隐私构面模型,进行实证分析。实证分析分两阶段进行,第一阶段为探索性分析,通过对小范围调查问卷结果进行效度信度分析,筛选问卷题目和形成最终问卷；第二阶段是验证性分析,通过大范围问卷调研,对模型进行结构方程分析,找出影响网络消费者感知隐私的关键变量。
本研究的创新点和主要结论如下：
1、阐述了群体隐私的形成背景及特点并分析了群体隐私对网络消费感知隐私的影响。
本研究分析了我国消费者隐私的特征,通过中西方文化的比较分析阐述了群体隐私的背景和特点。并综合分析了群体隐私对网络消费感知隐私的影响。
2、建立并实证了网络消费者感知隐私构面模型
感知风险是影响消费者对网络购物采纳意愿的重要因素。作为感知风险的一个重要组成部分,感知隐私是一个多维性的概念。本研究致力于分析能够影响到消费者感知隐私的构成情况,以感知隐私的概念为基础,结合已有的模型及理论,从消费者行为、社会学与法学等层面,构建了网络消费者感知隐私构面模型。
消费者感知隐私是消费者对其自身隐私客观保护状况的主观认识和评价。鉴于其具有较强的主观性特点,本研究用网络保护工具(感知有用、感知易用)因素、法律法规及行业自律保护因素、社会影响因素及消费者个人价值观和个性特征因素共四个因素建立了网络消费者感知隐私构面模型,并进一步考察了消费者感知隐私对于消费者网络购物态度和网络购物行为的影响。
此外,由于消费者的消费感知和行为会受到其个体因素的影响,本研究也考察了消费者性别、年龄、收入以及网络相关经验对网络购物隐私感知、态度和行为的影响。
3、通过实证分析揭示了消费者网络购物感知隐私的构成因素,获得如下结论：
(1)不同性别的消费者在社会影响因素、客观隐私风险以及消费决策行为中有显著的差异；不同年龄段的消费者在网络隐私保护工具的有用与易用感知方面具有显著的差异；不同上网经验的消费者在感知隐私和网络消费态度方面具有显著的差异性,具有较多网络购物经验的人认为自己能够更好的控制个人信息。总体来讲,教育程度与月收入对各因素的影响并不显著。
(2)网络隐私保护工具对网络消费者感知隐私的影响并不显著。法律法规保护与行业自律因素能够较好的解释网络消费者的感知隐私程度；社会影响因素也能够解释38.1%的消费者网络感知隐私,个体价值观虽然对感知有显著的影响,但仅能解释7%的感知隐私,同时能够解释59.4%的消费者实际的网络购物行为过程。
(3)消费者感知隐私能够解释52%的网络购物态度,并最终对实际的购物行为有所影响。
由此可见,网络隐私保护相关法律的制定和实施能够显著降低消费者感知隐私程度。在此基础上,在媒体报道方式上进行有效改善,在网络上组建网络购物社区,加强对消费者的引导是改善消费者感知隐私的有效手段。
With the continuous improvement of network coverage, scale of e-commerce users has grown rapidly, accompany which more and more people pay close attention to the consumer safety. Perceived risk is an important factor for consumers'wants to adopt online shopping and vital to the development of e-commerce. Nowadays, academic researchers are concentrate their attention on consumer perceptions of risk, however, little attention are paid on consumer perceived privacy, which still largely unknown.
In this essay, we do research on the perception privacy in the perspective of consumers. In order to explore consumers perceived privacy factors of online shopping, we used both theoretical analysis and empirical research methods. Firstly, based on the review of literatures, we analyzed from the theory of consumer behavior, perceived risk theory, technology acceptance model and related theories, thus described the feature of privacy on network and group privacy in Chinese culture. Secondly, we analyzed variables that may affect from social psychology. Thirdly, we contrasted legal privacy protection mechanism at home and abroad.
Then we developed the Internet Consumer Perceived Privacy Model to carry out the empirical study according to the comprehensive analysis of the above. In the first stage of exploratory analysis, we filter the topic through the validity and credibility test, and obtain a final survey questionnaire. In the second stage of validation analysis, we analysis the Online Consumer Perceived Privacy Model with SEM to identify key variables which affect network consumer perception privacy.
The innovation of research and main conclusions are as follows.
1. Described the formation background of group privacy, and analyzed the impact of group privacy on perceived privacy.
This essay analyzed the characteristics of consumer privacy in China, described the background and characteristics of group privacy, and comprehensive analyzed the impact of the group privacy on the online consumer perceived privacy.
2. Establish and confirm the Online Consumer Perceived Privacy Model
Perceived privacy is a multidimensional concept and different scholars have given different interpretations. This essay analyzed the composition of online consumer perceived privacy from consumer behavior, sociology and law aspects etc. then developed Online Consumer Perceived Privacy Model, which integrated the existing models and theories based on the concept of privacy..
Perceived privacy is a subjective evaluating of objective protection situation. Therefore, this study used network privacy protection tool (perceived usefulness, perceived ease of use) factors, laws and regulation factors, industry self-discipline factors, social factors and consumer personal values and personality factors to establish Online Consumer Perceived Privacy Model, and studied the impact of consumers'perceived privacy and attitude on their online shopping behavior.
Consumer perception and behavior may be affected by individual factors. Therefore, this study also examined the impact of gender, age, income, and network-related experiences on online shopping privacy perceptions, attitudes and behavior.
3. Revealed components of consumer online perceived privacy, and draw the conclusions as follows:
(1)There are significant differences in community, objective privacy risk and decision-making behavior between consumers of different sex factor. Significant differences are also showed in perceived usefulness and perceived ease of use among consumers of different ages. Network experience, internet experience of consumers in the perception of different privacy and consumer attitudes make a significant difference, but consumers with more experience in online shopping consider themselves have better ability to control personal information. Besides, education level and monthly income make no difference.
(2) There is no significant affection of web privacy protection tools on consumer perceived privacy. Legal protection and industry self-discipline factors can explain the extent of the network of consumer privacy awareness properly; social factors can explain 38.1% of consumers perceive internet privacy. Although individual values have a significant impact on perceived privacy, it can only explain 7% of the perceived privacy, while 59.4% of online shopping behavior can be explained by individual values.
(3) Consumer perceived privacy affects the attitude towards online shopping to a large extent, and ultimately influences the actual shopping behavior.
Thus, the formulation and implementation of network privacy protection laws can significantly reduce the level of consumer privacy awareness. The improvement of media reports, the establishment of virtual community, and strengthen the guidance to consumers are sonable methods to improve consumer perceived privacy online.
本研究以网络消费者感知隐私为研究对象,从消费者视角进行分析,采用了理论分析与实证研究相结合的方法,探讨消费者在网络购物过程中感知隐私的影响因素。
在理论分析方面,本文首先从消费者行为理论、感知风险理论、科技接受模型及相关理论等方面进行分析,明确了网络消费者隐私的特征与侵害形式,并结合我国社会文化的特点对群体隐私的概念进行了阐述和总结。其次,在社会心理学层面分析了可能会对消费者感知隐私造成影响的变量。最后,在法学层面综述了隐私权的内涵以及网络隐私权的特点,并对国内外对于消费者网络隐私权的保护状况进行了比较分析研究。
在以上各个层面的理论分析的基础上,提出了网络消费者感知隐私构面模型,进行实证分析。实证分析分两阶段进行,第一阶段为探索性分析,通过对小范围调查问卷结果进行效度信度分析,筛选问卷题目和形成最终问卷；第二阶段是验证性分析,通过大范围问卷调研,对模型进行结构方程分析,找出影响网络消费者感知隐私的关键变量。
本研究的创新点和主要结论如下：
1、阐述了群体隐私的形成背景及特点并分析了群体隐私对网络消费感知隐私的影响。
本研究分析了我国消费者隐私的特征,通过中西方文化的比较分析阐述了群体隐私的背景和特点。并综合分析了群体隐私对网络消费感知隐私的影响。
2、建立并实证了网络消费者感知隐私构面模型
感知风险是影响消费者对网络购物采纳意愿的重要因素。作为感知风险的一个重要组成部分,感知隐私是一个多维性的概念。本研究致力于分析能够影响到消费者感知隐私的构成情况,以感知隐私的概念为基础,结合已有的模型及理论,从消费者行为、社会学与法学等层面,构建了网络消费者感知隐私构面模型。
消费者感知隐私是消费者对其自身隐私客观保护状况的主观认识和评价。鉴于其具有较强的主观性特点,本研究用网络保护工具(感知有用、感知易用)因素、法律法规及行业自律保护因素、社会影响因素及消费者个人价值观和个性特征因素共四个因素建立了网络消费者感知隐私构面模型,并进一步考察了消费者感知隐私对于消费者网络购物态度和网络购物行为的影响。
此外,由于消费者的消费感知和行为会受到其个体因素的影响,本研究也考察了消费者性别、年龄、收入以及网络相关经验对网络购物隐私感知、态度和行为的影响。
3、通过实证分析揭示了消费者网络购物感知隐私的构成因素,获得如下结论：
(1)不同性别的消费者在社会影响因素、客观隐私风险以及消费决策行为中有显著的差异；不同年龄段的消费者在网络隐私保护工具的有用与易用感知方面具有显著的差异；不同上网经验的消费者在感知隐私和网络消费态度方面具有显著的差异性,具有较多网络购物经验的人认为自己能够更好的控制个人信息。总体来讲,教育程度与月收入对各因素的影响并不显著。
(2)网络隐私保护工具对网络消费者感知隐私的影响并不显著。法律法规保护与行业自律因素能够较好的解释网络消费者的感知隐私程度；社会影响因素也能够解释38.1%的消费者网络感知隐私,个体价值观虽然对感知有显著的影响,但仅能解释7%的感知隐私,同时能够解释59.4%的消费者实际的网络购物行为过程。
(3)消费者感知隐私能够解释52%的网络购物态度,并最终对实际的购物行为有所影响。
由此可见,网络隐私保护相关法律的制定和实施能够显著降低消费者感知隐私程度。在此基础上,在媒体报道方式上进行有效改善,在网络上组建网络购物社区,加强对消费者的引导是改善消费者感知隐私的有效手段。
With the continuous improvement of network coverage, scale of e-commerce users has grown rapidly, accompany which more and more people pay close attention to the consumer safety. Perceived risk is an important factor for consumers'wants to adopt online shopping and vital to the development of e-commerce. Nowadays, academic researchers are concentrate their attention on consumer perceptions of risk, however, little attention are paid on consumer perceived privacy, which still largely unknown.
In this essay, we do research on the perception privacy in the perspective of consumers. In order to explore consumers perceived privacy factors of online shopping, we used both theoretical analysis and empirical research methods. Firstly, based on the review of literatures, we analyzed from the theory of consumer behavior, perceived risk theory, technology acceptance model and related theories, thus described the feature of privacy on network and group privacy in Chinese culture. Secondly, we analyzed variables that may affect from social psychology. Thirdly, we contrasted legal privacy protection mechanism at home and abroad.
Then we developed the Internet Consumer Perceived Privacy Model to carry out the empirical study according to the comprehensive analysis of the above. In the first stage of exploratory analysis, we filter the topic through the validity and credibility test, and obtain a final survey questionnaire. In the second stage of validation analysis, we analysis the Online Consumer Perceived Privacy Model with SEM to identify key variables which affect network consumer perception privacy.
The innovation of research and main conclusions are as follows.
1. Described the formation background of group privacy, and analyzed the impact of group privacy on perceived privacy.
This essay analyzed the characteristics of consumer privacy in China, described the background and characteristics of group privacy, and comprehensive analyzed the impact of the group privacy on the online consumer perceived privacy.
2. Establish and confirm the Online Consumer Perceived Privacy Model
Perceived privacy is a multidimensional concept and different scholars have given different interpretations. This essay analyzed the composition of online consumer perceived privacy from consumer behavior, sociology and law aspects etc. then developed Online Consumer Perceived Privacy Model, which integrated the existing models and theories based on the concept of privacy..
Perceived privacy is a subjective evaluating of objective protection situation. Therefore, this study used network privacy protection tool (perceived usefulness, perceived ease of use) factors, laws and regulation factors, industry self-discipline factors, social factors and consumer personal values and personality factors to establish Online Consumer Perceived Privacy Model, and studied the impact of consumers'perceived privacy and attitude on their online shopping behavior.
Consumer perception and behavior may be affected by individual factors. Therefore, this study also examined the impact of gender, age, income, and network-related experiences on online shopping privacy perceptions, attitudes and behavior.
3. Revealed components of consumer online perceived privacy, and draw the conclusions as follows:
(1)There are significant differences in community, objective privacy risk and decision-making behavior between consumers of different sex factor. Significant differences are also showed in perceived usefulness and perceived ease of use among consumers of different ages. Network experience, internet experience of consumers in the perception of different privacy and consumer attitudes make a significant difference, but consumers with more experience in online shopping consider themselves have better ability to control personal information. Besides, education level and monthly income make no difference.
(2) There is no significant affection of web privacy protection tools on consumer perceived privacy. Legal protection and industry self-discipline factors can explain the extent of the network of consumer privacy awareness properly; social factors can explain 38.1% of consumers perceive internet privacy. Although individual values have a significant impact on perceived privacy, it can only explain 7% of the perceived privacy, while 59.4% of online shopping behavior can be explained by individual values.
(3) Consumer perceived privacy affects the attitude towards online shopping to a large extent, and ultimately influences the actual shopping behavior.
Thus, the formulation and implementation of network privacy protection laws can significantly reduce the level of consumer privacy awareness. The improvement of media reports, the establishment of virtual community, and strengthen the guidance to consumers are sonable methods to improve consumer perceived privacy online.
引文
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