The Study Of Consumer Privacy Concerns And Adoption Behavior In Mobile Internet

With the rapid development of the mobile Internet and the gradual improvement of security awareness, more and more users began to focus on Internet privacy security. This study will explore the mobile Internet user’s psychological and behavior characteristics upon the privacy concerning. And the key point is the studying of the factors that affect users’ privacy concerns and the users’ privacy concerning on its adoption behavior in mobile Internet environment.First of all, this study developed the environments of mobile Internet users’ privacy concerns of the antecedent scale:personal disposition toward privacy, privacy self-efficacy, personal innovativeness, online activity and social influence; Then define and research privacy concerns from the collection, control and cognitive, and discusses the demographic variables (gender, age, education level an d income level) impacts on privacy concerns; On this basis, set up a user privacy concerns and the theoretical model of relationship between behavior intention, including privacy concerns, perceived risk, trust and behavior intention; Finally the rationality of the model’s rationality of the model is verified by empirical study and the relationship between the variables.The significance of this study is to apply theories research to solve practical problems, and deepen to the mobile Internet user privacy concerns and the understanding of the behavior intention, which is beneficial to the mobile Internet providers’better understanding of the users’ psychology and behavior characteristics, thus developing marketing strategy in the enterprise, the design in the process of products and services to fully recognize the user’s preferences, meet user requirements, minimize the privacy of users for their products/services.