非授权信息使用与信息脆弱性、转换行为的关系研究—— 隐私保护措施的调节作用

Study on the relationships among unauthorized information use, information vulnerability and switching behavior: The moderating effect of privacy assurance approaches

摘要:

本研究主要关注了企业非授权信息使用在手机购物APP情境下对消费者的影响。根据收集的269份消费者问卷，本文对提出的概念模型与研究假设进行了检验。研究结果显示，非授权信息使用会增加消费者感知的信息脆弱性，而信息脆弱性则会促进消费者的转换行为。另外，我们还发现信息设置有效性和信息政策有效性都可以减弱信息脆弱性与转换行为之间的正向关系。本文不仅促进了相关理论研究的发展，同时也为手机购物APP企业如何管理消费者信息与隐私提供了策略建议。

Abstract:

This research focused on the impact of unauthorized information use on consumer in the context of mobile shopping APP. Based on the 269 consumer questionnaires, we tested our conceptual model and hypotheses. The research results indicated that unauthorized information use increases consumer’s perceived information vulnerability which then promotes the switching behavior. Additionally, we also found that the effectiveness of privacy setting and effectiveness of privacy policy both can mitigate the positive relationship between information vulnerability and switching behavior. This study not only facilitates the development of related literatures, but also provides for mobile shopping APP companies to manage the consumer information and privacy.