The Impact Of Consumers' Privacy Concerns On Online Shopping Behavior

The development of science and technology has brought about the change of life style. With the development of Internet and e-commerce, great changes have taken place on the traditional way of shopping. Online shopping is becoming more and more common in consumers' daily life. All they need is just a mobile phone or a computer,which is enough for them to stay at home and meet their demand. In the issue of consumer privacy concerns and online shopping behavior carried out a game. On the one hand, the electronic commerce simplifies purchasing process, and brings the service and experience more convenient for consumers, which means that shopping is no longer limited by time and space. Also, Internet consumer service, like 'Jingdongbaitiao' and'Mayihuabei', opened the era of advanced consumption. What's more, personalized recommendation brings a more personalized service for consumers,which not only fits consumers' demand, but also achieves precision marketing purposes. But on the other hand, online shopping must be accompanied by providing personal information. It's true that if you want to complete an online shopping experience,it's necessary to provide your name, contact, address and other personal information, which is the necessary condition for the electronic commerce website's survival and consumers who want to get services. The use of services such as Jingdong Baitiao is based on the provision of more detailed personal information by consumers. Also, the provision of personalized service,the same must have personal information, browsing history, purchase transaction records and other information collection. With the deepening of the information collection,processing and usage, consumers pay more attention to privacy. Thus, we can see that consumer's privacy concerns have a certain impact on their online shopping behavior. So,to understand how privacy concerns affects its online shopping behavior can better show the relationship between them. At the same time, it can provide help and guidance to the stability of the development of e-commerce.Based on the understanding that privacy concerns have a certain impact on online shopping behavior, this paper obtains the data of 334 consumers' attention to certain personal information through the questionnaire. According to the survey results, the consumers' privacy concerns are divided into different types. And all the different types of privacy concerns represent different degrees of privacy concern. Then,by analyzing the relationship of the consumer's privacy concerns and online shopping behavior, we understand that the consumers in different types of privacy concerns have many differences in online shopping behavior.First of all, based on the method of clustering analysis, the consumers can be divided into four categories, according to different emphasis, namely respectively high communication information privacy concern, comprehensive privacy concern, sensitive information privacy concern and high identity information privacy concern.In this study, the analysis method of Pearson Correlation and Descriptive statistic were used to analyze the correlation between the consumer privacy concerns and their online shopping behavior. On the one hand, this paper summed up the difference among the different types of consumer privacy concerns in online shopping behavior, in terms of the registration behavior, information gathering behavior, purchase decision behavior,payment behavior and distribution behavior. We found that there were many differences between the different types of consumer privacy concern in all aspects of online shopping behavior. Then we understand their behavior characteristics. On the other hand, this paper studied the impact of consumer privacy concerns on the entire online shopping behavior. Results showed that there is a negative correlation between the degree of privacy concern and purchase intention, website registration activity, willingness to pay significantly. But there is not a significant correlation between the privacy concern and commodity information collection behavior. Also, consumers' concerns on position information and social information had a negative impact on online shopping activity.And their concerns on the identity information and registration of intention has a negative correlation with the behavior of willingness to pay.