本研究在沟通隐私管理理论、涉入理论等基础上，在个性化推荐的背景下，
实证研究了消费者隐私关注与决策满意度之间的关系。引入情感反应作为中介
变量，探究了快乐情感和支配情感在消费者隐私关注与决策满意度之间的中介
效应。接下来又引入消费者网络涉入作为调节变量，探讨了不同消费者网络涉
入程度在消费者隐私关注对情感反应之间关系存在的差异。本文基于上述考虑，
构建了理论模型，参考已有成熟量表设计了调查问卷，并通过“问卷星”发放调
查问卷，最终使用有效问卷 325 份，并对其进行了信度和效度检验。在此基础
上通过 SPSS 软件对之前提出的假设进行了验证，并从国家、购物网站和消费
者三个层面提出了相应的对策建议
研究的结果表明，个性化推荐下消费者隐私关注与决策满意度之间呈现正
相关关系；情感反应（快乐情感和支配情感）在消费者隐私关注和决策满意度
之间起到了中介作用；个性化推荐下，消费者网络涉入在消费者隐私关注和快
乐情感之间起到了调节作用，但在消费者隐私关注与支配情感之间的调节效应
则并不明显。根据本文的实证研究结果，本文对国家、购物网站和消费者提出
了相应的额对策建议。国家应当完善隐私立法，加强管理监督；购物网站应该
优化个性化推荐策略，便于消费者接受；消费者应提高隐私保护意识，敢于用
法律手段捍卫合法权益。哈尔滨工业大学管理学硕士学位论文
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关键词：隐私关注；情感反应；网络涉入；决策满意度哈尔滨工业大学管理学硕士学位论文
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Abstract
In recent years, the e-commerce industry is developing faster and faster at the
speed that people never expected before. In the meantime, consumers’ shopping
habits and shopping concepts are also changing rapidly. Now consumers have begun
to consider their own uniqueness and they are eager to find shopping sites, which
are concerned about real needs from their hearts. Personalized recommendation is a
system that is set up by people-oriented awareness so it helps a lot when customers
are mired in decision-making quicksand. Shopping websites are making more effort
to improve the personalized recommendation system since it will meet customers’
needs well. However, even though the personalized recommendation system
brings much happiness to customers, there are also some potential dangers. This
system usually uses some hidden data such as web browsing traces and mouse clicks
without customers’ permissions, which will inevitably bring Internet privacy
concern to those who insist on a high level of privacy. They may refuse to accept the
information and not believe the shopping websites because of the lack of privacy.
Privacy concerns mainly influence consumers during the decision making of online
shopping, so this paper will focus on the relationship between consumer privacy
concerns and decision-making satisfaction under personalized recommendations.
This will not only make up for the theoretical blankness, but also help shopping
websites to improve their marketing strategies in the fierce market competition.
Based on the theory of communication privacy management and the theory of
involvement, this study analyzes the relationship between consumer privacy and
decision satisfaction in the context of personalized recommendation. The emotional
reaction is introduced as the mediator variable, and the mediating effect between the
positive emotion and dispositional impact. These are analyzed within the context
of consumer privacy concerns and decision satisfaction. Additionally, the consumer
network is introduced as a regulatory variable to help explore the degree of its
involvement on different consumer networks in the consumer privacy concerns
about the relationship between the emotional response of the differences. Based on
the above considerations, this paper constructs the theoretical model. For this paper,
a questionnaire was designed with a reference to the mature scale, and the
questionnaires were distributed through the questionnaire star. Finally, 325 valid
questionnaires were used, and the reliability and validity were also tested and
confirmed. On the basis of this, the SPSS software is used to verify the hypothesis,
and the corresponding countermeasures are put forward from the three aspects of the
country, the shopping site, and the consumer.哈尔滨工业大学管理学硕士学位论文
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The results of the study show that there is a positive correlation between
consumer privacy concerns and decision satisfaction under the personalized
recommendation. Emotional responses (happy and dominant emotions) play a
mediating role between consumer privacy concerns and decision satisfaction;
According to the recommendation, the consumer network involved in the consumer
privacy concerns and happy emotions played a regulatory role, but the consumer
privacy concerns and the relationship between the regulation of emotional
adjustment is not obvious. According to the empirical results of this paper, this
paper puts forward the corresponding countermeasure suggestion to the country, the
shopping website and the consumers. The state should improve the privacy
legislation, strengthen the management and supervision; shopping sites should
optimize the personalized recommendation strategy, to facilitate consumer
acceptance; consumers should improve the sense of privacy protection, and dare to
use legal means to defend legitimate rights and interests.
Keywords: Privacy concern, emotional response, Internet involvement, decision
satisfaction哈尔滨工业大学管理学硕士学位论文
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目 录
摘要 ..I
ABSTRACT....II
第 1 章 绪 论 ...........1
1.1 研究背景及问题提出 ........ 1
1.1.1 研究背景....1
1.1.2 研究意义....3
1.2 国内外研究现状与评述 .... 5
1.2.1 个性化推荐理论相关研究5
1.2.2 消费者隐私关注相关研究8
1.2.3 决策满意度与消费者隐私关注对决策满意度影响研究..........11
1.2.4 研究评述..13
1.3 研究思路与研究方法 ...... 13
1.4 技术路线. 14
第 2 章 理论基础与研究假设 .........15
2.1 理论综述. 15
2.1.1 沟通隐私管理理论..........15
2.1.2 涉入理论..15
2.2 消费者隐私关注与消费者决策满意度 .... 16
2.3 情感反应在消费者隐私关注与消费者决策满意度之间的中介作用..
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