The Effects Of Information Request By Online Game Operator On Customer Continuance Intention

Since internet services become more and more popular, mining customer data hasbrought operators huge commercial value. At the same time personal informationsecurity problems have also brought lots of troubles for users. There exists thecontradiction between the strong demand of operators for customer informations and thewillingness of consumers to provide informations. Therefore, it is of great significanceto study the mechanism of action between operator information request and usercontinuance intention. To solve the problem, this study takes the conceptual model ofpost-adoptive behavior as the foundation, and carries out a systematic literature reviewupon the factors that influence user’s online information disclosure and continuanceintention under the circumstance of internet. Hypotheses are developed in which trustmediates the relationship between operator information requesting and user continuanceintention. Meanwhile privacy concern and switching cost moderate this relationship.Sampled from online game players, the study collected310valid questionnairesthrough internet. Eventually we recycled. SPSS19.0and AMOS18.0were adopted in thedata analysis to test the reliability and validity. SPSS was used to carry out multiplelinear regressions to verify the proposed hypotheses. The verification results show thatthe four hypotheses proposed in the study were basically supported. Informationrelevance exerts a positive influence on consumer trust. But the way of periodic exploreexerts no magnificent effect on trust. Trust completely mediates the relationshipbetween information relevance and continuance intention. Privacy concern negativelymoderates the relationship between trust and continuance intention, while switchingcost plays a positive role between them.The conclusions shows that trust plays a key role in the circumstance of privacydisclosure, and operators’ reasonable information request can enhance the users’ trustand continuance behaviors. Usage intention can be maintained by increasing users’switching cost, and there is another important subject of acquiring the users’information and keeping their usage about how to evade the users’ privacy concernseffectively. Finally, the research results are discussed.