Abstract： From the perspective of new consumer psychological characteristics, this study explores the law of consumer channel migration. This study constructs a moderated mediation model to examine the influence of consumer data privacy sensitivity on online research shifting to offline purchase intention, and the mechanism of perceived risks and perceived benefits of online channel products. This research collected 303 valid questionnaires and used regression analysis to analyze the data. The results are as followings: data privacy sensitivity has positive effects on search online but purchase offline intention; perceived risk plays a partial mediating role in data privacy sensitivity and search online but purchase offline intention; perceived product benefits of online channel negatively moderates the relationship between data privacy sensitivity and search online but purchase offline intention. Further, this study examines the mediating effect of perceived product benefits of online channel between data privacy sensitivity and search online but purchase offline intention.
汪洋，陈洁，范雯健. 消费者数据隐私敏感性对渠道迁徙意愿的影响研究[J]. 管理学报, 2021, 18(8): 1212-.
WANG Yang，CHEN Jie，FAN Wenjian. The Influence of Data Privacy Sensitivity on Channel Migration Intention of Consumers. Chinese Journal of Management, 2021, 18(8): 1212-.
