An Empirical Study On The Influence Of Technical Features Of Privacy Feedback On Mobile Commerce User's Personal Information Disclosure Intention

As the privacy violations issues in mobile commerce is gradually becoming more and more serious and prominent,it's of great significance for the healthy development of mobile commerce to explore the effective privacy protection technology to protect user's personal privacy information.Privacy feedback,as a privacy protection technology,plays a vital role in protecting user's privacy and helping mobile service providers to get more real user's personal information.And what technical features this technology should have is a problem that mobile service providers need to consider.For this purpose,from the two different perspectives of innovation diffusion theory and signaling theory,the key technical features that privacy feedback should have and its potential interaction were explored,and the mechanism of how these technical features affecting user's personal information disclosure intention was revealed in mobile commerce.Based on the innovation diffusion theory and technology acceptance model,the mechanism model of privacy feedback's technical features on mobile commerce user's personal information disclosure intention was built by taking user's deep psychological state psychological comfort as an intermediary from the perspective of innovation diffusion theory.Based on Experimental Vignette Methodology,a total of 338 valid questionnaires were collected,and SPSS 19.0 and AMOS22.0 were used to conduct empirical analysis with the collected data by structural equation modeling.The research results showed that in the effects of privacy feedback's technical features,the compatibility,ease of use,information effectiveness,timeliness and interactivity had direct or indirect positive effects on user's psychological comfort,user's psychological comfort had significant positive effect on their personal information disclosure intention.Compatibility and ease of use had significant positive effects on relative advantage,and compatibility also had significant positive effect on ease of use.To further explore the technical features of privacy feedback and dig into the mediating role of psychological comfort.Based on the signaling theory and the existing literature,the mechanism model of privacy feedback's technical features(content and form)and its interaction on mobile commerce user's personal information disclosure intention was built from the perspective of signaling theory.Based on Experimental Vignette Methodology,381 effective data was collected,and SmartPLS2.0 was used to conduct empirical analysis by partial least squares structural equation modeling.The results showed that both the content(information quality)and the form(brevity,visibility)had significant effects on user's privacy concerns,and there is a significant negative interaction effect between information quality and visibility.Moreover,user's privacy concerns had a significant effect on their personal information disclosure intention through psychological comfort.The conclusion of this paper provides new thinking for the existing research on privacy protection and enriches the research on mobile commerce user's personal information disclosure intention,provides theoretical guidance for mobile service providers and mobile application developers to design effective privacy feedback,provides some practical guidance and advice for mobile service providers to get user's more real personal information,thus helps to promote the healthy and orderly development of mobile commerce.