Research Of Factors Affecting Customer’s Willingness To Provide Personal Information In Transactional Virtual Community

With the rapid development of Internet, the number of Internet users has increased dramatically, the development momentum of virtual communities, particularly transactional virtual communities is very fierce, attracting a growing number of individual users and businesses to obtain a product or service, expanding relationships, businesses use virtual communities for online marketing. In this process, the user’s personal information plays a very important role, user must provide real personal information to establish contact with others, while improving the personal information can also enable users to obtain personalized service and to improve their permissions; for merchants, the user’s personal information is the key to subdivided customer and accurate marketing. But now lots of false information in the community, many users are discouraged when asked to provide personal information.In this study, based on the above issues, we study the transaction-based virtual community, how a user wishes to provide personal information influence by other factors, this study extracted several affected users’ willingness to provide information variables, and the definitions of these variables were consolidated, while based on previous studies, this study was designed conceptual model, and the model proposed hypothesis. This model attempts to explore the impact of the mechanism of the user information provided will.The method used in this study is the research method, by a summary of the former research, sorting out the present study to measure the scale of the variables, and the formation of the embryonic form of the questionnaire after a dozen students and faculty to conduct in-depth interviews, explore variable selection, rational design and scale structure of the questionnaire, and the modifications based on the results of the interviews, culminating in the final questionnaire in this study, the questionnaire choose the university’s students and teachers for the survey, total316copies of questionnaires,267copies were recollected, filtered through231copies of questionnaires were validated, through the analysis of samples for the reliability, validity analysis, correlation and regression analysis, get the conclusions of this study.The conclusion of the study confirmed that the wish of user’s information provided is the combined effect of perceived risk and perceived benefits, perceived risk which is subject to the privacy concerns of users, the sensitivity of the information, information security and users’ trust; user’s perception of income received and the relationship needs met positive term impact of perceived usefulness; the impact of the perceived ease of use revenue has not been confirmed.In reaching this conclusion on the basis of empirical research, this study of the characteristics of transaction-based virtual community made several recommendations to improve operations, and given the limitations of the study and the prospects for future research directions.