Research On User Privacy Perception And Consumer Behavior Tendency In Mobile Payment Environment

Since 21st Century,with the rapid development of information infrastructure and improve the laying and communication technology,the electronic commerce form in China gradually present mobile e-commerce trend,and show the characteristics of mobility,real-time,portability,position relevance,high security and strong permeability.The characteristics of the mobile electronic commerce provides a huge database and data base for e-business and e-commerce service enterprises,in order to achieve the users of precision marketing,bundled consumption goals,personal data and information users are showing the characteristics and trends of excessive collection,real name registration and authentication of e-commerce websites and mobile applications become APP an important source of personal information was leaked.In addition,in the mobile payment environment,provides an important basis for the convenience of smart devices to collect user information,almost all users in consumption through mobile smart devices,will be application platform or APP software to record and send some or all of the personal information,which makes the enterprise to obtain user information to be simple.Therefore,users of mobile payment environment is better than the traditional sense of loss of privacy in electronic commerce,the contradiction between consumer experience perception and perception of consumers' privacy is more prominent,and obvious contradiction will directly or indirectly affect the users of mobile electronic payment of consumer behavior and tendency.Based on the growth of mobile e-commerce market size in China,this paper demonstrates the importance of the research on user privacy perception in mobile electronic payment environment,based on the market size growth and growth rate of the whole e-commerce market.This paper focuses on the influence factors of mobile electronic payment users' privacy perception and its influence on consumer behavior tendency.In view of the three core research questions,this paper constructs four different models to carry out theoretical analysis,model calculation or empirical test on the research problems.The main results of this study are as follows:(1)Construct the structure model of influencing factors of mobile electronic payment user's privacy perception,and make empirical test.Factors affecting user privacy can be perceived from three different dimensions to measure,respectively.The sensitivity,the information receiver and information information,each dimension contains specific variables,which affect the sensitivity of the variables contain information information,the importance of the wishes of the individual,including variables that affect the information receiver dimensions and brand reputation and privacy seal,the degree of understanding,variables that affect the information using the dimension contains information security awareness,information protection awareness.At the same time,because of individual differences,age growth,education level improvement,income level increase and Internet shopping experience are rich,will have a significant positive impact on privacy perception.(2)Explore the similarities and differences of user privacy perception in three different environments:mobile electronic payment,Internet electronic payment and traditional offline payment.The purpose of this study is to establish a more accurate user privacy protection mechanism for mobile electronic payment,and to develop an effective mobile electronic payment guidance mechanism in three different payment environments.Through the analysis of the DEMATAL model,the paper studies the effect of Internet electronic payment environment and traditional offline payment environment variables are the greatest degree of information security awareness,and mobile electronic payment environment is the reputation and privacy seal;secondly,the importance of information is the Internet is influencing factors of mobile electronic payment in electronic payment influence high variable.The impact of information importance on mobile electronic payment and traditional offline payment is second,and the influence degree of Internet payment is ranked third.(3)Explore the similarities and differences of user privacy perceptions of differentiated user groups.Clustering analysis of users,will have a certain behavior and characteristics of common users are extracted,the study of user behavior based on Clustering for radical,contradiction,conflict,suffering four clustering dimensions,demographic variables for clustering based on gender and age,education level,income,occupation,Internet shopping experience six dimensions.The results show that the clustering difference of user privacy perception is obvious,and the difference of clustering users makes the influence factors of privacy perception different.Mobile payment tools and businesses should be based on the clustering of user information,establish the application of differentiation and use mechanism according to different gender,age,occupation and attributes of network shopping experience,establish user data analysis database,and develop more perfect and differentiated users of mobile electronic payment service mechanism.(4)The influence model of user privacy perception on risk perception,interest perception,trust perception and user consumption behavior tendency is constructed,and the empirical test is conducted.The results of this study,first,the perceived benefit and perceived trust has a significant positive effect on consumer behavior intention;second,user privacy awareness not only directly affect the consumer behavior,also affected by perceived risk and perceived trust,indirect impact on consumer behavior intention.The higher the degree of perception of user privacy,will first raise the risk perception of the user,when the user perceived risk is higher than the perceived benefit,has a negative influence on consumer behavior;at the same time,the higher the degree of perception of user privacy,for mobile electronic payment of the trust is difficult to establish,and have a negative impact on consumer behavior tendency.On the basis of the above three core issues and four conclusions,the conclusion of this paper is to improve the mobile power in China at the present stage.