人格特征对信息披露的影响

刘百灵 徐阳 吴旋

摘 要：[目的/意义]社会化商务是一种联系了社交功能以促进商务活动的新兴模式，探讨影响用户信息披露的因素，有助于企业的稳定发展。以两种情感——隐私担忧焦虑与隐私冷漠为中介，探究人格特征对信息披露意愿之间的关系。[方法/过程]选取社会化商务的用户为研究对象，通过网络问卷的方法收集360份有效数据，采用偏最小二乘法对研究模型进行验证。[结果/结论]隐私担忧焦虑和隐私冷漠是信息披露意愿的强影响因子;不同人格特征的用户有不同的情感倾向，并且情感响应在人格特征与披露意愿间的中介作用得到证实。研究扩展了用户信息披露意愿的研究视角，充实了人格特征与信息披露意愿之间内在机理的研究，系统分析了情感响应的中介作用。

关键词：情感响应;人格特征;信息披露;社会化商务;中介作用

DOI：10.3969/j.issn.1008-0821.2021.02.010

〔中图分类号〕G252.0 〔文献标识码〕A 〔文章编号〕1008-0821（2021）02-0097-10

Abstract：[Purpose/Significance]Social commerce is an emerging mode that links social functions to promote business activities.Exploring the factors that affect user information disclosure can help the stable development of enterprises.This paper explores the relationship between personality characteristics and the willingness to disclose information by taking privacy concern anxiety and privacy apathy as the mediators.[Method/Process]Sampling from users of social commerce，this study collected data through internet questionnaire，and used partial least square method to verify the research model.[Result/Conclusion]Privacy concern anxiety and privacy apathy were the strong influencing factors of information disclosure intention;Users with different personality characteristics had different emotional tendencies，and the mediating effects of emotional response between personality characteristics and disclosure intention have been confirmed.It extended the research perspective of users' willingness to disclose information，enriched the research on the internal mechanism between personality characteristics and willingness to disclose information，and systematically analyzed the mediating effect of emotional response.

Key words：emotional response;personality characteristics;information disclosure;social commerce;mediating effect

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