Research On The Influence Mechanism And Prediction Of User Privacy Information Disclosure Intention In Mobile Social E-commerce

With the widespread application of mobile Internet technology and social network services in e-commerce,mobile social e-commerce as a new e-commerce model arises at the historic moment.In the context of mobile social e-commerce,the interaction mode between users and users and between users and platforms has changed to some extent,that is,users have transformed into active information senders and disseminators.Group interaction and consumption to a certain extent depends more on the personal information of interactive objects.Mobile social ecommerce platforms can also understand the needs of users through their personal information,so as to provide accurate personalized services.Therefore,the importance of personal information in the development of the platform is becoming increasingly prominent.At the same time,personal information is inevitably threatened in the process of "circulation",which restricts the disclosure of users’ privacy information and affects the healthy and sustainable development of mobile social e-commerce.Therefore,on the premise of strictly abiding by the privacy protection laws and regulations,the mobile social e-commerce platform should improve relevant functions,optimize the platform environment,guide users of mobile social e-commerce,and improve the disclosure of users’ privacy information.This is conducive to marketing campaigns,promoting customer service upgrades,and ultimately enabling users to experience better interaction and consumption services.In this context,it is of great significance to study the internal mechanism of mobile social e-commerce users’ privacy information disclosure intention.Based on this,this paper focuses on mobile social e-commerce users’ privacy information disclosure intention,analyzes its internal mechanism,and mainly explores the following two questions :(1)what factors affect users’ privacy information disclosure intention in the context of mobile social e-commerce and the internal correlation path;Further,from the perspective of configuration,Fuzzy-set Qualitative Comparison Analysis(fs QCA)was used to explore the antecedent configuration of influencing factors of mobile social e-commerce users’ privacy information disclosure intention,that is,how their collocation and combination jointly affect users’ privacy information disclosure intention.(2)Based on the influencing factors obtained from the above research,a prediction model of users’ privacy information disclosure intention based on GA-BP neural network is constructed to make prediction of privacy information disclosure intention based on platform characteristics and user perception,and verify the rationality of the above influencing factors as the prediction model indicators of privacy information disclosure intention.Firstly,this paper takes the stimulus-organism-response theory as the research framework,combines control agency theory,interaction theory and privacy calculus theory,establishes a theoretical model to reveal the mechanism of each influencing factor on users’ privacy information disclosure intention,and collects data through questionnaires.This paper conducts an empirical study on the influence mechanism of mobile social e-commerce users’ privacy information disclosure intention.The research results show that:(1)Privacy policy effectiveness,privacy setting effectiveness,information interaction,emotional interaction,and personalization all positively affect privacy information disclosure intention;privacy concerns negatively affect privacy information disclosure intention,and perceived benefits positively affect privacy information disclosure intention;(2)Privacy concerns play a mediating role among privacy policy effectiveness,privacy setting effectiveness,emotional interaction and privacy information disclosure intention;perceived benefits play a mediating role among privacy setting effectiveness,information interaction,emotional interaction,personalization and privacy information disclosure intention.Secondly,for further study,through the Fuzzy-set Qualitative Comparative Analysis(fs QCA)method,with privacy policy effectiveness,privacy setting effectiveness,information interaction,emotional interaction,personalization,privacy concerns and perceived benefits as the influencing variables,the combination of preconditions affecting users’ privacy information disclosure intention in mobile social e-commerce is explored.The research results show that there are two modes for the generation of privacy information disclosure intention.The first mode is the tradeoff between costs and benefits.In this case,the generation of privacy information disclosure intention is actually the result of the user’s trade-off between benefits and costs.The second mode is benefit-driven.In this mode,privacy concerns lose their effect.Finally,this paper builds a prediction model based on BP neural network to verify the effectiveness of the above influencing factors in predicting the privacy information disclosure intention of mobile social e-commerce users.The GA-BP neural network prediction model is constructed,and the prediction accuracy is96.61%.The research results show that the selected prediction model indicators of mobile social e-commerce users’ privacy information disclosure intention are reasonable,and the prediction results can reasonably reflect the degree of actual users’ privacy information disclosure intention,and provide certain guidance for the function and environmental optimization of the mobile social e-commerce platform in the future.Based on the above research conclusions,this paper provides countermeasures and suggestions for mobile social e-commerce users to better disclose personal information and realize the healthy and sustainable development of the platform.First,improve the platform privacy policy and optimize the platform privacy settings.Second,optimize the communication environment to create a good environment for information and emotional interaction between users.Third,improve the construction of personalized services on the platform and provide precision marketing.Fourth,improve the revenue of user privacy information disclosure and avoid the risk of privacy disclosure.