摘要
互联网用户隐私披露行为对个性化营销的发展存在重要影响。以16个推送个性化营销的网络购物平台为案例样本,采用模糊集定性比较分析方法,就感知精准度、社会影响、感知威胁、信息控制及平台可信度对隐私披露行为的联合效应进行分析,得到两个隐私披露前因组态和两个隐私不披露前因组态。研究表明:所有构型均不存在必要条件,因此隐私披露行为前因具有复杂性;隐私披露行为和隐私不披露行为各有两种前因构型且不完全相同,因此隐私披露行为前因具有等效性和非对称性。
Privacy disclosure behavior of Internet users has an important influence on the development of personalized marketing.In this study,16 online shopping platforms promoting personalized marketing are taken as case samples,and fsQCA is used to explore the joint effect of perceived precise,social influence,perceived threats,information control and platform reliability to Internet users’privacy disclosure behavior,finally two privacy disclosure behavior configurations and two privacy non-disclosure behavior configurations are acquired.The results show that there are no necessary conditions for all configurations,so the antecedents of privacy disclosure behavior are complex.Moreover,privacy disclosure behavior and privacy non-disclosure behavior each have two antecedents and they are not exactly the same,so the antecedents of privacy disclosure are equivalence and asymmetry.
作者
王烨娣
周雪
蒋玉石
WANG Yedi;ZHOU Xue;JIANG Yushi(Southwest Jiaotong University,Chengdu,China)
出处
《管理学报》
CSSCI
北大核心
2021年第3期426-433,共8页
Chinese Journal of Management
基金
教育部人文社会科学研究青年基金资助项目(19YJC860033,19YJC630060,20YJC860006)。
关键词
隐私披露行为
推拉理论
感知精准度
感知威胁
模糊集定性比较分析
privacy disclosure behavior
push and pull theory
perceived precision
perceived threat
fuzzy-set qualitative comparative analysis
