导　　师： 唐东平

学科专业： 1201

授予学位： 硕士

作　　者： ;

机构地区： 华南理工大学

摘　　要： 随着互联网的飞速发展和计算机在中国的大规模普及，网络购物成为了人们常态的购物方式，但是我国网络购物的增长还远远没有触顶，我国未来网络购物用户和市场增长空间巨大。为赢得这一巨大市场空间，网络购物商家的首要任务便是了解消费者的需求。但是随着各种网络购物个人隐私信息泄露的现象愈演愈烈，很多消费者加重了对网络购物信息隐私的关注和顾虑，消费者在网络购物过程中提供个人信息的意愿成为网络购物零售商和国内外学者共同关注的问题。 本研究就网络购物信息提供意向的影响机理进行系统研究。研究对象为国内有网络购物经验的消费者。虽然部分学者探讨了B2B电子商务信息提供意向的影响因素，但是却鲜有学者针对网络购物这一特定应用进行研究，尤其是在考虑了网络购物行为意向的中介作用后。因此，本研究将从理性行为理论、计划行为理论与隐私微分理论出发，采用SPSS19.0与AMOS16.0软件，利用结构方程模型对网站相关的因素（网络购物核心服务质量、补偿性服务质量）及消费者相关的因素（网络购物信息隐私顾虑、隐私安全自我效能）对信息提供意向的影响进行实证研究，并考虑购物行为意向的中介作用。研究结果表明：网络购物核心服务质量对网络购物行为意向、信息提供意向均没有显著影响；网络购物补偿性服务质量对网络购物行为意向、信息提供意向均有直接显著的正向影响，同时还会通过网络购物行为意向间接影响网络购物信息提供意向；网络购物信息隐私顾虑对网络购物行为意向、信息提供意向均有直接显著的负向影响，同时还会通过网络购物行为意向间接影响网络购物信息提供意向；隐私安全自我效能对网络购物行为意向有显著的正向影响，并通过网络购物行为意向的中介作用间接影响网络购物信息提供意向。研究还根据实证研究结果，给出促进我国网络购物发展的管理启示，从而为网络购物实践提供相应的理论支持。 With the rapid development of Internet and the massive popularity of computer in China,online shopping has become a normal way of shopping. The growth of online shopping inChina is far from peaked and great space is for future market growth. To win this marketspace, the primary task of online shopping retailer is to understand the needs of consumers.However, with the privacy information leakage phenomenon happened in online shopping,many consumers increased attention and concerns of online shopping information privacy.Consumer’ willingness to provide personal information in online shopping becomes thecommon concerns of online shopping retailer and scholars at home and abroad. This paper focuses on the influence mechanism of the intention to provide information inonline shopping. The object of this study is domestic consumer who had been shopping online.Although some scholars had explored influencing factors of the intention to provideinformation in B2B e-commerce, few scholars do research on the online shopping, especiallyconsider the intermediary role of online shopping behavior intention. Therefore, this study usethe Theory of Reasoned Action, Theory of Planned Behavior, and Privacy Calculus Theory,and SPSS19.0, AMOS16.0as the software tool, use structural equation modeling/(SEM/) toresearch on the effect of site-related factors /(online shopping core service quality, onlineshopping recovery service quality/) and consumer-related factors /(online shopping informationprivacy concerns, online shopping privacy self-efficacy/) on the intent to provide informationin online shopping. And also we have take the intermediary role of online shopping behaviorintention into consider. The results show that: online shopping core service quality did notsignificantly affect the online shopping behavior intention and the intention to provideinformation in online shopping; online shopping recovery service quality has a directsignificantly positive effect on the online shopping behavior intention and the intention toprovide information in online shopping, with a indirectly affect on the intention to provideinformation in online shopping by online shopping behavior intention; online shoppinginformation privacy concerns has a direct significantly negative effect on the online shoppingbehavior intention and the intention to provide information in online shopping, with aindirectly affect on the intention to provide information in online shopping by online shopping behavior intention; online shopping privacy self-efficacy has a direct significantly positiveeffect on the online shopping behavior intention, and by the intermediary role of onlineshopping behavior intention, it indirectly affect the intention to provide information in onlineshopping. According to the results above, this research will give some managementinspiration about promoting the development of online shopping in China, so as to provide thetheoretical support for the practice of online shopping.

关 键 词： 服务质量 信息隐私顾虑 隐私安全自我效能 行为意向 信息提供意向

分 类 号： [F724.6 TP393.09]

领　　域： [经济管理] [自动化与计算机技术] [自动化与计算机技术]