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首页> 外文期刊>AIS Transactions on Human-Computer Interaction >A Relational Build-up Model of Consumer Intention to Self-disclose Personal Information in E-commerce B2C Relationships
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A Relational Build-up Model of Consumer Intention to Self-disclose Personal Information in E-commerce B2C Relationships

机译：消费者在电子商务B2C关系中自我披露个人信息的关系建立模型

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摘要

For business-to-consumer (B2C) electronic-commerce (ecommerce) transactions to work, website users must disclose sensitive information (such as credit card information). To establish a long-term customer relationship, organizations desire further information about current and potential customers (e.g., their name, user preferences, product preferences, physical address, and email address). Both ecommerce literature and interpersonal relationship research indicate that self-disclosure is a key dependent variable in burgeoning long-term relationships. In this study, I use a survey methodology (N = 281) and tests key antecedents that the ecommerce B2C relationship stage theory proposes as they relate to self-disclosure. This research model identifies the following antecedents of self-disclosure: attraction, perceived rewards, switching cost, involvement, and trust. Survey results show that trust and perceived rewards explain significant amounts of variance in self-disclosure intention in an online B2C context. I discuss implications for both practice and theory with the results.
机译：为了使企业对消费者（B2C）电子商务（ecommerce）交易正常进行，网站用户必须披露敏感信息（例如信用卡信息）。为了建立长期的客户关系，组织需要有关当前和潜在客户的更多信息（例如，他们的姓名，用户偏好，产品偏好，实际地址和电子邮件地址）。电子商务文献和人际关系研究都表明，自我披露是建立长期关系的关键因变量。在这项研究中，我使用了一种调查方法（N = 281）并测试了电子商务B2C关系阶段理论提出的与自我披露相关的关键前提。该研究模型确定了自我披露的以下先决条件：吸引力，感知奖励，转换成本，参与和信任。调查结果表明，信任和感知的奖励解释了在线B2C环境下自我披露意图的巨大差异。我用结果讨论了对实践和理论的影响。

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