科研管理

科研管理 ›› 2018, Vol. 39 ›› Issue (4): 64-73.

• 论文 • 上一篇    下一篇

基于隐私视角的LBS用户使用意向研究

师斌1,2，李凯1，严建援1   

  1. 1南开大学商学院，天津300071； 2北科泰达投资发展有限公司，天津300467
  • 收稿日期:2017-07-31 修回日期:2018-01-28 出版日期:2018-04-20 发布日期:2018-04-13
  • 通讯作者: 李凯
  • 基金资助:

    南开大学亚洲研究中心资助项目“社会评判对B2B网络企业的影响”（AS1707，2017-2019）; 南开大学中央高校建设世界一流大学（学科）和特色发展引导专项资金资助项目“网络小微创业企业行为研究”（96176409，2017-2018）。

A research on LBS users’ intentions based on the perspective of privacy

Shi Bin 1,2, Li Kai1, Yan Jianyuan1   

  1. 1. Business School, Nankai University, Tianjin 300071, China; 
    2. BSD-TEDA Investment Development Co., Ltd., Tianjin 300467, China
  • Received:2017-07-31 Revised:2018-01-28 Online:2018-04-20 Published:2018-04-13

摘要： 随着LBS在全球范围内的快速发展，LBS用户使用意向的影响因素及用户认知过程引发了相关领域学者的广泛重视。然而，以往研究缺乏对其中个人隐私问题的有效关注。本研究以公平理论和价值接受模型为理论基础，从个人隐私信息视角出发，探索LBS特性对用户使用意向的作用机制，构建LBS用户使用意向的认知过程模型，并利用264份有效问卷对研究模型进行实证检验。研究发现，首先，LBS平台的个性化和互动促进特征对用户的感知有用性和感知娱乐性都有正向提升作用；其次，互动促进会增加用户的隐私关注，而隐私政策会减少用户的隐私关注；最后，用户的感知有用性和感知娱乐性正向提升其感知价值，进而增加LBS使用意向，而用户的隐私关注会降低其感知价值，进而降低用户的使用意向。

关键词: 基于位置的服务, 隐私关注, 隐私政策, 隐私控制

Abstract: With the rapid development of location based on service (LBS), factors influencing the use of LBS and its cognitive process catch the wide attention of scholars. Based on justice theory and value-based adoption model, this paper builds a cognitive process model of users’ willingness to use LBS. Our hypotheses are tested with the data of 264 samples. The results show that personalization, interaction, perceived usefulness and perceived entertainment are all positively related to privacy concern. What’s more, privacy control and privacy policy of LBS have negative correlations with users’ privacy concern. Meanwhile, users’ perceived usefulness and perceived entertainment could increase users’ perceived value so that users are more willing to use LBS, while the decrease of users’ privacy concern would impair their perceived value, which leads to users’ intention to LBS.

Key words: location-based service, privacy concern, privacy policy, privacy control