Research On Consumers’ Intention To Share Personal Information

As the Age of Big Data is coming, data becomes one assets element that every enterprise must strive to seize under the new environment. Data and its collection, storage, manipulation, analysis and application have become the key to success, among them the quality and volume of data is the prerequisite and foundation to ensure all activities smoothly. But, at present, enterprises are faced with low data quality, poor sharing of consumers’ personal information and other issues. Therefore, to study on the consumers’ intention to share personal information, under the new environment, is very valuable.Based on the systematic review of relevant literatures about personal willingness to share information, a concept model to analyze the consumers’ willingness to share personal information is proposed which incorporates the analysis approach of TAM, and 7 hypotheses are put forward. In the form of questionnaire, 362 valid surveys are collected and this paper uses Structural Equation Model and regression analysis to verify the concept model and relative hypotheses, in the meanwhile, ANOVA is utilized to analyze the variance of willingness to share under different attitude in different information using situation. According to the results of empirical analysis, the paper also suggests some suggestions for enterprise. And the main research findings are as below:(1) The influence factors of consumers’ willingness to share personal information are Trust, Online Privacy Concerns and Perceived Usefulness. Trust and Perceived Usefulness have positive effect on personal information sharing intention, while Online Privacy Concerns negatively influences the personal information sharing intention.(2) Perceived Ease of Use has no significant influence on the personal information sharing intention, but has positive effect on Perceived Usefulness.(3) Online Privacy Concerns negatively influences Trust.(4) Perceived Usefulness plays a moderating role in the relationship between Online Privacy Concerns and personal information sharing intention.(5) Under different attitudes, consumers’ willingness to share personal information also varies from each other. But the factors that generate variance in different pairs are different.(6) Different information using situation has different acceptances, in which attitude affects personal information sharing intention to varying degrees.