在线消费者信息分享意愿的效用研究

文章旨在探索B2C交易环境下在线消费者建立信任、分享个人信息的效用问题。在线消费者受到企业的道德素养、社会影响、环境保护和政治观点等方面的影响,产生信任情感倾向,进而愿意分享个人信息;另一方面,在企业的隐私保护策略和隐私声明条件下,消费者将公开个人信息所获得的折扣、优惠券和赠品等作为收益,将信息在不知情情况下被泄露、误用和滥用作为损失,收益与损失共存的状态下,引入消费者效用最大化原则构建感知价值效用函数。消费者会从效用最大化的角度权衡公开个人信息后将面临的风险与收益,确定是否确立对企业的信任,并考虑是否将自己纳入到企业的知识体系中,帮助其建立完善而有效的知识管理系统。

A Utility Research on Online Consumers' Willingness to Share Information

E- commerce has unparalleled advantages compared with traditional business and will become the basic form of trade of 21st century. However, the development of E-commerce is far from people＇ s expectations. Lots of studies indicated that lack of trust and privacy risk concerns is the key factor hindering the development of Ecommerce. This article explores how online consumers establish trust in B2C transactions so as to give mation willingly to the organization freely. Influenced by the business ethics, personal inforsocial impact, environmental protection and political views of online companies, online consumers may tend to trust them and are willing to share personal information. On the other hand, under the condition of the companies＇ privacy policies and privacy statement, online consumers would like to disclose personal information to obtain discounts, coupons and gifts as benefit, thus resulting in personal information leak, misuse and abuse without knowledge. Combining the benefit, cost and consumers＇ utility maximization principle, this article builds the perceived value utility function. Consumers will balance the risks and benefits of personal information disclosure from the perspective of utility maximization to determine whether to establish trust for the enterprises, and to consider whether to become members of the corporate knowledge system, thus helping online business establish a complete and effective knowledge management system.