The Effects of Privacy Feedback on Mobile Commerce User's Behavior Intention from the Perspective of Technical Features:The Mediation of Psychological Comfort

Abstract

Abstract:

The privacy issues under the mobile commerce environment have become increasingly serious and outstanding, causing the extensive concerns of both enterprises and users. It is significant to explore effective privacy protection technologies to protect users' personal privacy information, which is of great importance to the healthy development of mobile commerce. Privacy feedback is a privacy protection technology, but its technical features are rarely researched. Therefore, in this paper, based on the innovation diffusion theory and technology acceptance model, we build a model of the impacts of privacy feedback on users' intention to adopt mobile commerce and disclose personal information from the perspective of technical features, with psychological comfort for mediation. Through a scenario method, we collect 362 valid questionnaires, and then use the structural equation model to conduct empirical analysis. The research results show that the users' psychological comfort has significant positive influence on their behavior intention. The compatibility, ease of use and relative advantage of privacy feedback (information effectiveness, timeliness and interactivity) have direct or indirect positive effect on psychological comfort. Compatibility and ease of use have significant positive effects on relative advantage. And Compatibility also has significant positive effect on ease of use. The research conclusions provide some theoretical guidance for mobile service providers to design privacy feedback.

Key words: mobile commerce, privacy protection, privacy feedback, psychological comfort, behavior intention

Liu Bailing, Xia Huimin, Li Yanhui. The Effects of Privacy Feedback on Mobile Commerce User's Behavior Intention from the Perspective of Technical Features:The Mediation of Psychological Comfort[J]. , 2018, 30(12): 109-121.

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