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| The Influence of Push and Pull Factors Configuration Effect on Privacy Disclosure Behavior of Internet Users |
| WANG Yedi，ZHOU Xue，JIANG Yushi |
| Southwest Jiaotong University, Chengdu, China |
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Abstract Privacy disclosure behavior of Internet users has an important influence on the development of personalized marketing. In this study, 16 online shopping platforms promoting personalized marketing are taken as case samples, and fsQCA is used to explore the joint effect of perceived precise, social influence, perceived threats, information control and platform reliability to Internet users’privacy disclosure behavior, finally two privacy disclosure behavior configurations and two privacy non-disclosure behavior configurations are acquired. The results show that there are no necessary conditions for all configurations, so the antecedents of privacy disclosure behavior are complex. Moreover, privacy disclosure behavior and privacy non-disclosure behavior each have two antecedents and they are not exactly the same, so the antecedents of privacy disclosure are equivalence and asymmetry.
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Received: 28 April 2020
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