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互联网的高速发展使数据和信息愈来愈重要,消费者作为信息的发出端,用户的个人信息提供意愿也被众多研究者重视起来。根据社会交换理论,消费者在提供个人信息以换取相应企业服务的过程中,会分析对比自己将获得的收益和可能造成的损失,进而做出是否提供信息的决定。互联网发展对用户提供个人信息行为主要有两方面影响:一方面增加了用户个人信息的价值;另一方面,互联网环境的不成熟让消费者对信息安全心存顾虑。本文以社会交换理论为基础,分析和研究互联网高速发展的特殊环境对用户提供个人信息行为的影响。
The rapid development of the Internet makes the data and information more and more important. As the sending side of the information, consumers’ willingness to provide personal information has also been paid attention by many researchers. According to the theory of social exchange, consumers in the process of providing personal information in exchange for the corresponding business services, will analyze and compare their own earnings and possible losses, and then make the decision whether to provide information. Internet development to provide users with personal information behavior has two main effects: on the one hand increased the value of the user’s personal information; the other hand, the immature Internet environment so that consumers worry about the existence of information security. Based on the theory of social exchange, this paper analyzes and studies the impact of the special circumstances of the rapid Internet development on the behavior of users in providing personal information.