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  本文關(guān)鍵詞：在線游戲運(yùn)營(yíng)商信息索取對(duì)用戶持續(xù)使用意愿的影響研究　出處：《哈爾濱工業(yè)大學(xué)》2013年碩士論文　論文類型：學(xué)位論文

  更多相關(guān)文章： 信息索取 持續(xù)使用意愿 隱私關(guān)注 轉(zhuǎn)換成本

【摘要】：隨著互聯(lián)網(wǎng)應(yīng)用服務(wù)的不斷普及，客戶數(shù)據(jù)挖掘?yàn)檫\(yùn)營(yíng)商帶來(lái)了巨大的商業(yè)價(jià)值。同時(shí)個(gè)人信息安全問(wèn)題也為用戶帶來(lái)了很大困擾。運(yùn)營(yíng)商對(duì)客戶信息的強(qiáng)烈需求和消費(fèi)者對(duì)其信息提供的意愿形成矛盾。因此，，研究運(yùn)營(yíng)商信息索取對(duì)用戶持續(xù)使用意愿的作用機(jī)制就顯得尤為重要。針對(duì)這一問(wèn)題，本文以后續(xù)采納行為的概念模型為核心，對(duì)互聯(lián)網(wǎng)環(huán)境下用戶信息披露及持續(xù)使用意愿的影響因素進(jìn)行了系統(tǒng)的文獻(xiàn)回顧，提出信任、隱私關(guān)注度及轉(zhuǎn)換成本為該情境下最重要的幾個(gè)變量。作者假設(shè)信任在運(yùn)營(yíng)商信息索取行為與用戶持續(xù)使用意愿間起中介作用，同時(shí)隱私關(guān)注和轉(zhuǎn)換成本起調(diào)節(jié)作用。 本研究以在線游戲玩家為研究對(duì)象，通過(guò)互聯(lián)網(wǎng)進(jìn)行問(wèn)卷調(diào)查，最終回收有效問(wèn)卷310份。使用SPSS18.0及AMOS6.0檢驗(yàn)數(shù)據(jù)信度和效度，并通過(guò)SPSS多重線性回歸驗(yàn)證本文提出的假設(shè)。驗(yàn)證結(jié)果表明，本研究提出的4個(gè)假設(shè)基本得到支持。運(yùn)營(yíng)商索取信息必要性正向影響消費(fèi)者信任，但階段性索取的方式對(duì)信任的影響作用并不顯著；信任在索取信息必要性在與持續(xù)使用意愿間起完全中介作用；隱私關(guān)注在信任與持續(xù)使用意愿間起負(fù)向調(diào)節(jié)作用，而轉(zhuǎn)換成本在兩者間起正向調(diào)節(jié)作用。 本研究的結(jié)論指出，信任在隱私披露情境下起關(guān)鍵作用，運(yùn)營(yíng)商合理的信息索取行為可以增強(qiáng)用戶信任及維持其持續(xù)使用行為。通過(guò)增加用戶的轉(zhuǎn)換成本可以維持其持續(xù)使用意愿，而有效規(guī)避用戶隱私關(guān)注也是獲得用戶信息并維持其繼續(xù)使用的一個(gè)重要課題。最后對(duì)研究結(jié)果進(jìn)行了討論。
[Abstract]:With the increasing popularity of Internet application services, customer data mining operators to bring a huge commercial value. At the same time, personal information security issues for users has brought great distress. Operators of the customer information and provide consumers with strong demand for its information will form a contradiction. Therefore, the research on the mechanism of the operators for information users the continuance intention is particularly important. To solve this problem, the subsequent adoption behavior concept model as the core, the user information disclosure under the Internet environment and the influence of continuance intention factors performed a systematic review of literature, put forward trust, privacy concerns and switching costs for several variables in this situation the most important the author assumes that trust in the operator. Information seeking behavior and users' continuance intention between plays an intermediary role, and privacy concerns and conversion cost Regulating effect.
In this study, the online game player as the research object, through a questionnaire on the Internet, finally recovered 310 valid questionnaires. Using the reliability and validity of SPSS18.0 and AMOS6.0 test data, and through the SPSS multiple linear regression to verify the hypothesis proposed in this paper. The verification results show that the research hypothesis proposed the 4 basic operators for support. The necessity of information positively affect consumer trust, but the stage for the influence of trust is not significant; trust in obtaining the necessity of information and has a mediating effect on continuance intention; privacy concern in trust and continuance intention plays a negative regulatory role, and switching costs have positive moderating effect between the two.
The conclusion of this study pointed out that trust plays a key role in privacy disclosure situation, for the behavior of operators and reasonable information can enhance the user trust and maintain its sustainable use. Can maintain its continuance intention by adding the cost of the user, and effectively avoid the user privacy concern is to obtain the user information and continue to maintain its a the use of an important issue. At the end of the results were discussed.

【學(xué)位授予單位】：哈爾濱工業(yè)大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2013
【分類號(hào)】：F224;F49;F274

【參考文獻(xiàn)】

相關(guān)期刊論文 前2條

1 周濤;魯耀斌;;隱私關(guān)注對(duì)移動(dòng)商務(wù)用戶采納行為影響的實(shí)證分析[J];管理學(xué)報(bào);2010年07期

2 劉子龍;黃京華;;信息隱私研究與發(fā)展綜述[J];情報(bào)科學(xué);2012年08期

本文編號(hào)：1409035