消费者隐私关注对电商平台持续使用意愿的影响研究——以信任为中介变量

The Impact of Consumer Privacy Concerns on the Intention to Continuously Use E-Commerce Platforms—Trust as a Mediating Variable

摘要: 随着“十四五”规划中关于数字经济发展战略的持续推进，数据资源正逐步确立为驱动经济社会前进的关键动力之一，消费者对于个人隐私信息的保护意识显著增强，对隐私安全的关注度达到了前所未有的高度。本文围绕隐私关注，探讨消费者持续使用意愿的影响因素及机制，以及对信任的中介作用进行深入研究。结果显示信息错误对持续使用意愿存在负向影响、不正当访问对持续使用意愿产生了显著的负向影响、二次使用负向作用于持续使用意愿，信息收集对持续使用意愿存在负向影响。能力信任、诚实信任和善良信任在隐私关注的四个维度与持续使用意愿之间起到中介作用。

Abstract: With the continuous advancement of the digital economy development strategy outlined in the “14^th Five-Year Plan”, data resources are gradually being established as one of the key driving forces for the progress of the economy and society. Consumers’ awareness of protecting their personal privacy information has significantly increased, and their concern for privacy security has reached an unprecedented level. This paper focuses on privacy concerns and conducts an in-depth study on the influencing factors and mechanisms of consumers’ continuous usage intention, as well as the mediating role of trust. The results show that information errors have a negative impact on continuous usage intention, improper access has a significant negative impact on continuous usage intention, secondary use negatively affects continuous usage intention, and information collection has a negative impact on continuous usage intention. Capability trust, honesty trust, and benevolence trust play a mediating role between the four dimensions of privacy concern and continuous usage intention.