289 / 2024-04-24 10:13:12

Explore the direct or indirect effects at the user level that affect the platform's data advantages

privacy disclosure,data race,advantage of platform

With the development of e-commerce becoming more and more mature, a series of network services bring great convenience to consumers. To experience personalized services, consumers' online action track and preferences for purchasing services will be recorded, and they need to approve the relevant privacy agreement of the platform that they’re about to enter. On the one hand, the platform can better meet the corresponding service needs for individuals by collecting user data. On the other hand, the platform itself can also have a data competitive advantage, So both parties to the transaction can achieve a win-win situation. However, the risk of privacy leakage will also increase with the precision of services. This study analyzes the direct or indirect effects on privacy disclosure willingness and platform data advantage from six aspects: user awareness of the privacy agreement, expectation confirmation, perceived benefit, perceived risk, trust in the platform and data classification, and constructs a privacy relationship model based on utility theory, and puts forward hypotheses, which are empirically verified the research hypothesis by designing a questionnaire and conducting data analysis.