| Accompanied by the acceleration of the pace of informatization in China,the economic structure has also undergone major adjustments.The network economy has become increasingly prominent in China's new round of economic transition.Among them,e-commerce has risen suddenly and it has played an increasingly important role as an infrastructure platform.It has brought together massive production and consumption information and has profoundly changed Consumer behavior,business formation,and social value creation.In the process of the rise of the Internet economy,the competition among online retail companies has become increasingly fierce.Enterprises must seize more market share.This means that companies should pay more attention to the dynamic process of consumer behavior,and consumers' online shopping behavior is also undergoing new Changes and new features have emerged.Consumers' online shopping has gradually shifted from focusing on product quality and price to paying attention to their own privacy protection.Therefore,this article relies on the representative e-commerce platform Taobao.com,and studies consumer online shopping behavior from the perspective of network identity concealment.The theory of planned behavior has a very important significance in the development of consumer behavior theory,and it has always been an important follow-up for scholars to study consumer behavior theory.Therefore,this study will develop a relatively mature theory of planned behavior as the theoretical framework of the study,and compiles a survey questionnaire that includes the core concepts of behavioral attitudes,subjective norms,and perceived behavioral control.The questionnaire was published in the form of an electronic questionnaire and a total of216 questionnaires were returned.After obtaining the first-hand data,the sample data is first analyzed,and the final questionnaire is obtained by eliminating the insignificant measurement items.After the reliability and validity of the data meet the general statistical requirements,a structural equation model was constructed and the consumer online shopping behavior model studied was tested.This study adopts a combination of theoretical research and empirical research.The research content mainly includes the following points:In terms of theoretical research,this article reviews the status quo of research on the theory of planned behaviors,anonymous behavioral theories,namely the depersonalized social identity model(SIDE),externality theory,and consumer online shopping behavior.Based on the list of potential factors that affect consumer online shopping behavior.In the literature review of anonymous behavior theory and externality theory,there is no specific application and extension of the theory of planned behavior in the theory of anonymous behavior.Therefore,in the framework of the theory of planned behavior,this article can further explore the interrelationships among online shopping consumer behavioral attitudes,subjective norms,and perceived behavioral control variables.In the combing of externality theory,the previous research did not involve the construction of the concept and model of anonymous externality,so this article also discusses it as part of theoretical research..In empirical research,this paper adopts a combination of qualitative and quantitative research methods,and combines SPSS and other statistical software for statistical analysis of the data obtained from the questionnaire survey.In qualitative research,the concept of variables listed in the model is strictly defined through the support of relevant literature;in quantitative research,the reliability of data is tested mainly through reliability test,validity test,and factor analysis..Through the research,the following conclusions are drawn: The anonymity of network technology and network awareness anonymity have a direct impact on online shopping behavior;the three-dimensionality of planned behavior theory plays a significant negative mediating role in the influence of network technology anonymity on online shopping behavioral willingness;The dimension plays a significant positive mediating role in the network-awareness of anonymous online shopping behavior;the externality of network anonymity has an indirect negative impact on consumer behavior and online retailing. |
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