Behavioral Model Of Consumers' Purchase Of Gray Privacy Products In The Context Of Digital Transformation

In the digital transformation,due to the particularity of privacy related to gray privacy products,consumers need to provide more personal privacy information when purchasing gray privacy products online.Therefore,consumers are worried about the disclosure of privacy information,consumers will pay more and more attention to privacy,and gray privacy products enterprises will face greater challenges.Consumers may need to provide more personal privacy information to purchase more suitable products online.Due to large typical business platforms or large brands with a certain degree of trust,consumers have security trust.Therefore,this paper explores the relationship between digital transformation and security trust on consumers' purchase of gray privacy products.According to the privacy paradox theory,although consumers are concerned about privacy information,they still choose to disclose personal privacy information and transfer privacy.According to privacy calculus,perceived gain and perceived risk are the main influencing factors,and privacy concern has a negative impact on consumers' purchase behavior of gray privacy products.Based on privacy paradox theory,the moderating effect of privacy transfer on privacy concern and consumers' purchase behavior of gray privacy products is explored.To sum up,based on privacy paradox,privacy calculus,a theoretical model is constructed among behavioral variables of digital transformation,privacy concern,privacy transfer and consumers' purchase of gray privacy products.Firstly,review data of Tmall flagship store is collected by aggregation-search.The word cloud map,LDA clustering analysis and sentiment analysis were carried out by Python,and SPSS23.0 and AMOS23.0 were used to verify the scale and model through reliability and validity analysis,exploratory factor analysis,confirmatory factor analysis,path analysis,regression analysis and other methods.The results show that,first,privacy concern has a negative impact on consumers' behavior of purchasing products with partial privacy.However,privacy transfer has a positive moderating effect on privacy concern and digital transformation.Second,in the main effect verification.Digital transformation has a positive impact on consumers' purchase of gray privacy products.Thirdly,in the mediation effect verification,security trust plays a mediating role in digital transformation and consumer purchasing behavior.