中文摘要：

[目的/意义]针对近年来愈发严重的隐私安全问题致使用户使用移动购物时不愿意披露个人信息或披露虚假的个人信息,探索影响移动购物用户披露个人信息的关键因素,为移动购物企业更好地获得用户个人信息提供一些理论指导与建议。[方法/过程]基于理性行为理论和公平理论,以用户的积极与消极态度为中介,构建了移动购物用户个人信息披露意愿的影响因素模型,并采用结构方程模型进行实证分析。[结果/结论]隐私担忧作为消极态度连同积极态度信任、感知愉悦对个人信息披露意愿均有显著影响,隐私政策对信任有显著的正影响,而激励政策、互动沟通对信任、感知愉悦均有显著的正影响。

英文摘要：

[Purpose/significance] In recent years,more and more serious privacy problems make users unwilling to disclose personal information or disclose false personal information when they are using mobile shopping. The purpose of this paper is to explore the key factors influencing users＇ intention to disclose personal information and providing some theoretical guidance and advice for mobile shopping enterprises to better access to the users＇ personal information. [Method/process] Based on the theory of reasoned action and justice theory,with the positive and negative attitudes of mobile shopping users as mediation,the paper constructs the model of factors influencing the mobile shopping users＇ personal information disclosure intention and uses structural equation to conduct empirical analysis. [Result/conclusion]Privacy concern as a negative attitude,together with the positive attitudes of trust and perceived entertainment has significant effects on personal information disclosure intention. Moreover,privacy policies have significant positive effects on trust and incentive policy and interactive communication have significant positive effects on both trust and perceived entertainment.