基于fsQCA的电商平台用户信息规避意愿影响因素研究  

Influencing Factors of User Information Avoidance Willingness in E-Commerce Platform Based on fsQCA

作　　者：苏福 毛润霖 侯雨花 刘秉宇[3] 柯平[4] SU Fu;MAO RunLin;HOU YuHua;LIU BingYu;KE Ping(College of Management,Guizhou University of Commerce,Guiyang 550014,P.R.China;School of Tourism,Jishou University,Zhangjiajie 427000,P.R.China;Jilin Province Library,Changchun 130028,P.R.China;Business School,Nankai University,Tianjin 300071,P.R.China)

机构地区：[1]贵州商学院管理学院,贵阳550014 [2]吉首大学旅游学院,张家界427000 [3]吉林省图书馆,长春130028 [4]南开大学商学院,天津300071

出　　处：《数字图书馆论坛》2023年第7期30-39,共10页Digital Library Forum

摘　　要：用户在使用电商平台过程中的信息规避现象会减少用户对电商平台的使用热度,同时降低平台商户效益,因此,明确信息规避意愿成因对用户与电商平台来说至关重要。基于技术接受模型,对收集的303份有效问卷采用模糊集定性比较分析(fsQCA)和必要条件分析(NCA)混合方法进行实证分析。根据NCA方法分析结果,发现信息素养是影响电商平台用户信息规避意愿的必要条件;通过fsQCA方法分析出3条引发用户信息规避意愿的组态路径,其中感知风险、感知有用性、感知易用性、信息过载、信息素养均作为核心或边缘条件对电商平台用户信息规避意愿产生影响。The phenomenon of information avoidance by users in the process of using e-commerce platforms will reduce the enthusiasm of users for using e-commerce platforms,and at the same time reduce the benefits of platform merchants.It is very important for users and e-commerce platforms to clarify the reasons for information avoidance willingness.Based on the technology acceptance model,we use fuzzy-set qualitative comparative analysis(fsQCA)and necessary condition analysis(NCA)mixed methods to conduct empirical analysis on the collected 303 valid questionnaires.According to the analysis results of the NCA method,it is found that information literacy is a necessary condition that affects the user’s information avoidance willingness on the e-commerce platforms,and through the fsQCA method,three configuration paths that trigger the user’s information avoidance willingness are analyzed,among which perceived risk,perceived usefulness,perceived ease of use,information overload,and information literacy are the core or edge conditions that affect the information avoidance willingness of e-commerce platform users.

关 键 词：电商平台 用户信息规避意愿 模糊集定性比较分析 必要条件分析 

分 类 号：G251[文化科学—图书馆学]