An Experimental Study On Consumer Privacy Information Disclosure Behavior

The era of big data, the information has become a kind of "currency". Industries needs a variety of data. Especially in the e-commerce environment, information plays an important role. It is very key for e-commerce enterprises to gain a competitive advantage. At the same time, information is also one of the prerequisite for prosperity in e-commerce whole industry. However, with the increasing of demand for information, information privacy disclosure problem has cropped up. many consumers personal information is now being traded as a commodity. According to Chinese netizens information security research report,74.1%domestic Internet users encountered the problem of information security, losing19.63billion yuan. The leakage of personal information has become a common phenomenon, bring consumers a great deal of distress, making consumers more and more cautious to provide their own information on the Internet, Increasing consumers’privacy concerns. Harris (2004) survey,65%of subjects because the information concerned about their privacy was leaked to the registration information on the website. Undoubtedly, this will hinder the development of e-commerce. Therefore, this paper mainly research on influence factors of consumer disclosure of personal information behavior in the e-commerce environment. The research of information privacy has great significance for theory and practice.The article analysis the behavior of the consumer provide personal information on the website form utility theory, proposing two mainly affected factors, namely perceived cost and perceived benefits. when Consumers make decisions, will weigh the costs and benefits, if the benefits outweigh the costs, the consumers are willing to provide their own information on the website, and vice versa.Therefore, based on previous literature and utility theory, this paper indicates that the factors affecting consumer privacy disclosure mainly includes: sensitivity information, monetary incentives and privacy statement. This paper explored the privacy policy and monetary incentives whether or not can promote disclosures.Based on the above theory, this paper designed a2*3multi-factor hybrid model.We set variables including privacy statement(are-not) and economic compensation (low-medium-high).At the same time, privacy information will be divided into three categories, including Low sensitivity, medium sensitivity and high sensitivity.In this paper, a total of257questionnaires were distributed, collected235valid questionnaires. According to the data analysis, the results were as follows:(1)the sensitivity of information has a negative influence on disclosure;(2)monetary incentives can positively affect disclosure. privacy information is valuable. Giving consumers more money, the consumer is willing to disclose the more sensitive information;(3) privacy statement only has positive influence on disclosure of the high sensitivity information,indicating that the more sensitive information, the more consumers want to seek protection on the site, if consumers feel that their privacy is protected, consumers are willing to provide personal information to the website.According to the above research conclusion, the paper makes the following recommendations for e-commerce businesses how to obtain consumer information. First of all, e-commerce enterprises should moderate collect consumer information in the number and type, in order to reduce consumer privacy concerns; Secondly, when collecting information, consumers should be given appropriate incentives to promote disclosure behavior; Finally, the site should make greater efforts in terms of privacy protection. the privacy statement should is set in a conspicuous place, in order to improve the trust of website. Government departments should establish appropriate laws and regulations to protect the privacy of consumers and regulate the operation of the market, but also should strengthen education to improve the consumers awareness of privacy protection. Only the joint efforts of government, business, consumers, to promote the healthy and rapid development of electronic commerce.