【摘要】 基于感知价值理论,以隐私关注为调节变量,构建社会化阅读APP用户感知价值和隐私关注对持续使用意愿影响模型,并以大学生为研究对象进行问卷调查。实证分析发现,感知收益的四个维度对于用户感知价值有不同程度的促进作用,感知成本则负向影响用户感知价值;感知价值和隐私关注对用户持续使用意愿有显著影响;隐私关注负向调节感知价值与用户持续使用意愿之间的正相关关系。更多还原

【Abstract】 Based on the theory of perceived value, with privacy concern as the moderating variable, this paper constructs an impact model of social reading APP users’ perceived value and privacy concern on their continuance intention, and makes a questionnaire survey with college students. Empirical analysis shows that the four dimensions of perceived benefit have different degrees of promotion on users’ perceived value, while perceived cost has a negative impact on users’ perceived value. Perceived value and privacy concern have a significant impact on users’ continuance intention.Privacy concern negatively regulates the positive correlation between users’ perceived value and continuance intention.更多还原