本文選題：電子商務(wù) + 消費(fèi)者隱私��； 參考：《華中師范大學(xué)》2017年碩士論文

【摘要】：科技的發(fā)展帶來(lái)了生活方式的變革,隨著互聯(lián)網(wǎng)的發(fā)展以及電子商務(wù)的興起,消費(fèi)者的傳統(tǒng)購(gòu)物方式發(fā)生了翻天覆地的變化,網(wǎng)購(gòu)在消費(fèi)者日常生活中的普遍性越來(lái)越高,只需要一部手機(jī)、一臺(tái)電腦便可足不出戶(hù)解決消費(fèi)者需求。在消費(fèi)者的隱私關(guān)注問(wèn)題與其網(wǎng)購(gòu)行為之間展開(kāi)了一場(chǎng)博弈,一方面,電子商務(wù)簡(jiǎn)化了消費(fèi)者的購(gòu)買(mǎi)過(guò)程,為消費(fèi)者帶來(lái)了更便捷的服務(wù)與體驗(yàn),購(gòu)物不再受到時(shí)間和空間的限制,京東白條、螞蟻花唄等互聯(lián)網(wǎng)消費(fèi)服務(wù)開(kāi)啟了超前消費(fèi)的時(shí)代,而個(gè)性化推薦也為消費(fèi)者帶來(lái)了更為個(gè)性化的服務(wù),貼合消費(fèi)者需求進(jìn)而達(dá)到精準(zhǔn)營(yíng)銷(xiāo)的目的。但另一方面,網(wǎng)絡(luò)購(gòu)物的實(shí)現(xiàn)必然伴隨著個(gè)人信息的提供,要完成一次網(wǎng)上購(gòu)物的體驗(yàn),必然需要提供姓名、聯(lián)系方式、地址等個(gè)人信息,這是電子商務(wù)網(wǎng)站得以生存、消費(fèi)者獲取購(gòu)物服務(wù)的必要條件;京東白條等服務(wù)的使用建立在消費(fèi)者提供更為詳細(xì)的個(gè)人資料的基礎(chǔ)之上;個(gè)性化服務(wù)的提供,同樣要有消費(fèi)者個(gè)人資料、瀏覽記錄、購(gòu)買(mǎi)交易記錄等信息的收集;不斷深入的信息收集、處理和利用使得消費(fèi)者對(duì)于隱私更加關(guān)注。由此可見(jiàn),消費(fèi)者隱私關(guān)注對(duì)于其網(wǎng)購(gòu)行為會(huì)產(chǎn)生一定的影響,了解消費(fèi)者隱私關(guān)注究竟是如何影響其網(wǎng)購(gòu)行為能夠更好地展示二者之間的關(guān)系,同時(shí)能夠?yàn)殡娮由虅?wù)的穩(wěn)定發(fā)展提供幫助與指導(dǎo)。本文在了解到消費(fèi)者隱私關(guān)注對(duì)網(wǎng)購(gòu)行為會(huì)產(chǎn)生影響的情況下,通過(guò)調(diào)查問(wèn)卷獲取了 334位消費(fèi)者對(duì)個(gè)人信息的可公開(kāi)程度數(shù)據(jù),據(jù)此通過(guò)聚類(lèi)方法將消費(fèi)者隱私關(guān)注劃分成不同類(lèi)型,不同類(lèi)型的隱私關(guān)注代表著隱私關(guān)注程度的不同。然后,將消費(fèi)者的隱私關(guān)注與其網(wǎng)購(gòu)行為進(jìn)行分析,了解不同類(lèi)型隱私關(guān)注的消費(fèi)者在網(wǎng)購(gòu)行為各方面的差異,從而掌握消費(fèi)者的隱私關(guān)注對(duì)其網(wǎng)購(gòu)行為產(chǎn)生的具體影響。首先,本文通過(guò)聚類(lèi)分析將消費(fèi)者隱私關(guān)注劃分為四類(lèi),根據(jù)每一簇信息關(guān)注側(cè)重點(diǎn)的不同,分別將其命名為:高通訊信息隱私關(guān)注類(lèi)型、全面隱私關(guān)注類(lèi)型、敏感信息隱私關(guān)注類(lèi)型和高身份信息隱私關(guān)注類(lèi)型。其次,將消費(fèi)者隱私關(guān)注與其網(wǎng)購(gòu)行為進(jìn)行相關(guān)分析與統(tǒng)計(jì)分析。一方面,總結(jié)了不同隱私關(guān)注類(lèi)型的消費(fèi)者在網(wǎng)購(gòu)行為方面的差異,從注冊(cè)行為、信息收集行為、購(gòu)買(mǎi)決策行為、支付行為和配送選擇行為五個(gè)方面來(lái)分別進(jìn)行比較,發(fā)現(xiàn)不同隱私關(guān)注類(lèi)型消費(fèi)者在各個(gè)方面的表現(xiàn)差異,從而了解其行為特點(diǎn);另一方面,研究了消費(fèi)者隱私關(guān)注程度對(duì)其整個(gè)網(wǎng)購(gòu)行為的影響,結(jié)果顯示,隱私關(guān)注程度與網(wǎng)站注冊(cè)意愿、購(gòu)買(mǎi)活躍度、支付意愿之間存在顯著的負(fù)相關(guān)性;而與商品信息收集行為不存在顯著相關(guān)性,位置信息和社交信息對(duì)網(wǎng)購(gòu)活躍度存在顯著的負(fù)相關(guān),而身份信息與注冊(cè)意愿和支付意愿也存在顯著的負(fù)相關(guān)。
[Abstract]:The development of science and technology has brought the change of life style. With the development of the Internet and the rise of electronic commerce, the traditional shopping mode of consumers has changed dramatically, and the popularity of online shopping is becoming more and more common in the daily life of consumers. Only need a mobile phone, a computer can not leave home to meet consumer demand. There is a game between the privacy concerns of consumers and their online shopping behavior. On the one hand, e-commerce simplifies the purchase process of consumers and brings more convenient services and experiences to consumers. Shopping is no longer limited by time and space. Internet consumption services, such as JingDong white stripes and ant flowers, have opened an era of leading consumption, and personalized recommendations have also brought more personalized services to consumers. Meet the needs of consumers and then achieve the goal of accurate marketing. But on the other hand, the realization of online shopping must be accompanied by the provision of personal information. In order to complete an online shopping experience, it is necessary to provide personal information such as name, contact information and address, which is the survival of e-commerce websites. Consumer access to shopping services is essential; services such as JingDong whitebars are based on more detailed personal data provided by consumers; personalized services are also provided with consumer profiles, browsing records, etc. The collection of information, such as purchase transaction records, and the increasing depth of information collection, processing and utilization make consumers pay more attention to privacy. It can be seen that consumer privacy concerns will have a certain impact on their online shopping behavior, to understand how consumer privacy concerns affect their online shopping behavior can better show the relationship between the two. At the same time can provide help and guidance for the steady development of e-commerce. In this paper, after knowing that consumer privacy concerns have an impact on online shopping behavior, we obtained 334 data of consumers' openness to personal information through questionnaires. According to the clustering method, consumers' privacy concerns are divided into different types, and different types of privacy concerns represent different degrees of privacy concerns. Then, the privacy concerns of consumers and their online shopping behavior are analyzed to understand the different types of privacy concerns of consumers in different aspects of online shopping behavior, so as to grasp the specific impact of consumers' privacy concerns on their online shopping behavior. Firstly, this paper divides consumer privacy concerns into four categories by clustering analysis. According to the different focus of each cluster of information, it is named as: high communication information privacy concern type, comprehensive privacy concern type. Sensitive information privacy concern type and high identity information privacy concern type. Secondly, the consumer privacy concerns and their online shopping behavior analysis and statistical analysis. On the one hand, this paper summarizes the differences in online shopping behavior among consumers of different privacy concern types, including registration behavior, information collection behavior, purchase decision behavior, payment behavior and distribution choice behavior. In order to understand the behavior characteristics of consumers with different types of privacy concerns, the influence of privacy concerns on the behavior of consumers is studied, and the results show that, There was a significant negative correlation between privacy concerns and site registration intention, purchase activity, and willingness to pay, while there was no significant correlation with commodity information collection behavior. There is a significant negative correlation between location information and social information on the activity of online shopping, while there is a significant negative correlation between identity information and willingness to register and pay.
【學(xué)位授予單位】：華中師范大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2017
【分類(lèi)號(hào)】：F713.55;F724.6

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