Research on the Mechanisms Influencing Consumers' Privacy Protection Intentions on E-commerce Platforms

[Purpose] This study explores the antecedents and mechanisms of consumers' privacy protection behavior on e-commerce platforms, aiming to assist e-commerce enterprises in formulating more reasonable user privacy policies and permissions. The goal is to build a healthy and rational information ecosystem. [Methods] This research constructs an analytical framework based on consumer personality traits, usage perceptions, and privacy information protection behavior to comprehensively analyze the influencing mechanisms of consumer privacy protection behavior. The study utilizes a Structural Equation Modeling (SEM) approach for empirical testing. [Results] Consumer personality traits have a heterogeneous impact on usage perceptions, with perceived benefits only being associated with the openness trait. Most traits influence the formation of trust perceptions and privacy concerns. Trust is a crucial direct factor and mediator for consumer privacy protection behavior, with a significant alleviating effect on privacy concerns. Consumer perceived benefits mainly act through the formation of trust emotions towards the platform. Under the influence of past negative experiences, there is a noticeable difference in the direct effect of privacy concerns, with consumers having negative experiences exhibiting a more pronounced promotion effect on privacy protection.