A Study On The Factors Influencing The Intention To Use Catering Wechat Mini Programs From The Perspective Of Privacy Disclosure

In recent years,the catering small programs have suddenly emerged and gradually developed into a new channel of catering consumption independent of the takeout platform.Common catering wechat small programs include code scanning and ordering,single selling points and reservation.The wide application of these small programs has promoted the reform of catering consumption mode,which is of great significance to the intelligent transformation and upgrading of the catering industry.However,as a new technology application,there have been few studies on the use behavior of small program users,and there has been no detailed studies on the catering category.Considering the high application frequency of catering wechat mini programs in people’s daily life,and under the background of wechat,such a strong social network platform,there is a risk of personal privacy information leakage.Therefore,this paper innovatively proposes that from the perspective of privacy disclosure,the influencing factors affecting users’ willingness to use catering wechat small programs are studied.First,this paper summarizes the related research on privacy disclosure behavior and wechat mini-program through literature combing,Preliminary model for this study,The theory of perceived risk,privacy computing theory and privacy fatigue theory were included in the model research;Next,select 10 in-depth users of catering wechat mini program to conduct structured interviews,verification of the preliminary extracted study variables,ensure the rationality of the variable extraction,and to explain the study variables,propose the research hypothesis of this paper,reference to the mature scale to design the measurement items;Finally,515 valid questionnaires were obtained by snowball,And performed an empirical analysis of the collected data.The results show that the model fit of the influencing factors is good,performance expectation,effort expectation,social impact,convenience conditions,perceived risk,privacy fatigue,privacy disclosure willingness and other factors all have a significant impact on the willingness to use;but,Limited intermediary utility of privacy disclosure intentions.There were only some mediating role in the effects of performance expectation,perceived risk and privacy fatigue on willingness to use;the gender,age,occupation and educational level of users differ significantly in willingness to use,taking one with another,the group characteristics with the highest willingness to use can be summarized as female,18 to 25 years,higher education,financial independence,have a certain consumption power.Based on the analytical results,in order to enhance users’ awareness of privacy and security,increase its willingness to use the catering wechat mini programs,to further enhance the vitality of the catering market,the following suggestions: For small program design developers,while satisfying the lightweight use mode of the small program,increase the immediate storage time of user data;For individual catering businesses,small program operation data mining should be strengthened,Prothe potential demand hotspots of users;For large catering enterprises,should achieve an all-round layout of marketing,active touch to the vertical class of users;For the wechat platform,the small program authorization information should be further clearly described,simplify the reading process of user privacy policy;For small program users,traditional thinking patterns should be changed,establish the awareness of information security protection,to better adapt to the information age.