Research on the Influencing Factors and Behavioral Mechanisms of Users’ Willingness to Disclose Privacy in E-commerce Situations-Based on Grounded Theory

DOI

10.2991/978-2-38476-277-4_4How to use a DOI?

Keywords

E-commerce Situations; privacy disclosure; influencing factors; behavioral mechanisms

Abstract

With the development of e-commerce and artificial intelligence technology, privacy leakage incidents have caused concern among network users, but on the one hand, network users say that they care about their privacy, and on the other hand, they disclose their privacy. In this paper, 12 Internet users were interviewed in depth using the grounded theory method of qualitative research. The influencing factors and behavioral mechanism model of users’ privacy disclosure intention are constructed by corresponding coding, and the conclusion is drawn that privacy fatigue will affect people’s privacy disclosure behavior directly and indirectly by influencing perceived trust. Perceived trust has a direct impact on privacy disclosure behavior, while perceived trust and privacy fatigue are influenced by external factors, personal factors and privacy calculation, which provides a lesson for e-commerce companies to better use AI to carry out marketing campaigns, and collect and protect customer privacy.

Copyright

© 2024 The Author(s)

Open Access

Open Access This chapter is licensed under the terms of the Creative Commons Attribution-NonCommercial 4.0 International License (http://creativecommons.org/licenses/by-nc/4.0/), which permits any noncommercial use, sharing, adaptation, distribution and reproduction in any medium or format, as long as you give appropriate credit to the original author(s) and the source, provide a link to the Creative Commons license and indicate if changes were made.

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TY  - CONF
AU  - Hongfu Yu
AU  - Pingfeng Liu
PY  - 2024
DA  - 2024/09/02
TI  - Research on the Influencing Factors and Behavioral Mechanisms of Users’ Willingness to Disclose Privacy in E-commerce Situations-Based on Grounded Theory
BT  - Proceedings of the 2024 10th International Conference on Humanities and Social Science Research (ICHSSR 2024)
PB  - Atlantis Press
SP  - 20
EP  - 27
SN  - 2352-5398
UR  - https://doi.org/10.2991/978-2-38476-277-4_4
DO  - 10.2991/978-2-38476-277-4_4
ID  - Yu2024
ER  -