the impact of operator information requesting behaviors on customer continuance intention

1、<p>　　The Impact of Operator Information Requesting Behaviors on Customer Continuance Intention</p><p>　　Abstract. This paper explores the influence mechanism of organization information requesting beha

2、viors on customers’ continuance usage intention by focusing on the conceptual model of post-adoptive behaviors. Hypotheses are proposed: organization information requesting behaviors as one kind of organization intervent

3、ion, will influence customers’ continuance usage intention, while trust plays a mediating effect between them; meanwhile, customer privacy concerns will negatively moderate the relati</p><p>　　Key words: Org

4、anization intervention, Continuance usage intention, Privacy concern, Switching cost. </p><p>　　1. Introduction </p><p>　　Internet has been the main form of our social lives in 21st century, and

5、 will also become the basis of digital society. Meanwhile, traditional marketing is transforming into internet marketing, providing users with an open, shared platform, as well as broader, faster and cheaper service. In

6、China, internet banking(14.8%), online payment(12.3%), blog/personal page(10.9%), micro-blog(9.5%) and online shopping(8.2%) had become the fastest growth in usage of Internet application services in 2012 (CN</p>

7、<p>　　Service providers can benefit a lot from customer information. Firstly, the information is good evidence for their product design and optimization; secondly, vendors find potential demands through these data.

8、What’s more, the large quantity of information can be shared with partners or sold to get economic benefits directly. As a result, consumers are harassed by account take-over, spam SMS/E-mails and phone fraud, which have

9、 seriously violated our personal lives and economic interests. </p><p>　　Customer information is important to service providers, but they may see poor business results if the personal privacy concern belief

10、of consumers greater than their technology adoption intentions. So the problem is how could service providers get the information they need by skillfully avoid users’ privacy concern and keep their continuance usage. We

11、try to explore the influence mechanism of application providers’ information requirement on customers’ continuance intention by answer: 1) how wil</p><p>　　2.1 Post-adoptive model and customer usage intentio

12、n </p><p>　　The most direct marketing target of vendors is consumers’ adoption and applications dissemination, which includes three stages: previous practice, adopt decision and behaviors after adoption [1].

13、 After adoption, consumer’s adoption behavior will not only be increased or reduced according to their experience of usage, which is defined as post-adoptive behavior. Jasperson et al. proposed a dynamic post-adoptive be

14、havior model by discussing its influencing factors [2], which is divided into two lev</p><p>　　To highlight that post-adoptive behaviors are “dynamic change” of frequency and times and is “not a one-off” use

15、, we adopt “continuance intention” to measure consumers’ psychological tendency to know whether to continue to use the product. </p><p>　　2.2 Privacy concern </p><p>　　The personal information r

16、equirement behaviors of venders directly relate to the risks of users' privacy information disclosure. Therefore privacy concern plays a very significant role in such a circumstance. It contains there levels: control

17、ling, collecting and awareness [3].Privacy concern has a certain impact on the provision of personal information and final using decision, but there are different views about the inner mechanism of action. The relationsh

18、ip between privacy concern and trust i</p><p>　　2.3 Switching cost </p><p>　　Switching cost is produced when users get transferred from one operator to another [9]. Online Switching cost plays a

19、n important role on consumer remain because of the incompatibility among different vender’ applications. Switching costs have a close relationship with customer loyalty behaviors. One of the two principal views thinks th

20、at switching cost directly affects customer loyalty behaviors [10-12]. Other scholars believed that switching cost plays a moderating effect in the formation mecha</p><p>　　3.1 Information requiring behavior

21、s, trust and continuance intention </p><p>　　Berger believed that information can be operated in four levels: quantity, quality, relevance, and manner [17]. It will bring the organizations positively practic

22、al experiences if the operators’ information operation can solve the problems of users’ perceived risks of privacy disclosure [18], so trust becomes the most influential factor. Trust is defined as a collection of vary k

23、inds of specific beliefs on other side which helps to impose positive influence on customers’ online transaction [19],</p><p>　　H1 Information requesting behaviors of operators play influence on consumer tru

24、st： </p><p>　　H1a) the quantities of information required are negatively related to consumer trust; </p><p>　　H1b) the frequencies of information required are negatively related to consumer trus

25、t; </p><p>　　H1c) the relevance of information required positively affects consumer trust. </p><p>　　McKnight et al. proposed in their conceptual model of trust that customers’ trusting beliefs

26、determine their trusting intentions like willingness to depend or subjective probability of depending [20]. The positive relationship between trust beliefs and consumer behaviors is confirmed by lots of studies [21, 22].

27、 Trust presents the belief of getting benefits with low risks; then will easily lead to the continuance intention. </p><p>　　H2 Trust plays a mediating effect between operators’ information requesting behavi

28、ors and users’ continuance intention </p><p>　　3.2 The moderating effects of privacy concern and switching cost </p><p>　　Reasonable information requests create trust and continuance usage, acco

29、mpanied with a “flow” experience. Flow represents the feeling of complete and energized focus in an activity, with a high level of enjoyment and fulfillment [23]. When people are in “flow”, they become absorbed in their

30、activities with mitigate price sensitivity, and positively influence subsequent attitudes and behaviors [24]. Users’ switching costs and possibility of maintaining a long-term relationship with the current op</p>

31、<p>　　Driven by privacy concerns, users begin to inspect their trust-based usage behaviors. Users with high privacy concern are more sensitive to the provision of personal information, so they can accept limited pri

32、vacy disclosure. Improper information requirement (like too much information required, mandatory exchange between information and product use permission) will violate their trust beliefs. They may feel hurt because of th

33、e loss of the fairness and control of their information [30], and have </p><p>　　H3 Privacy concern negatively moderates the relationship between consumer trust and continuance intention. </p><p&g

34、t;　　Considering about costs, those with low switching cost will not afford too much for changing to a new product, so their trust cannot easily form continuous intention. When they find a fresh product, they will easily

35、accept it and the continuous intention of the old one will decrease, even though their trust towards the new one is much lower than the old one. While to the consumers with high switching cost, enjoyment/ benefit from us

36、ing new product is far lower than the loss of abandoning the old</p><p>　　H4 Switching cost will positively moderate the relationship between consumer trust and continuance intention. </p><p>　　

37、4. Summary </p><p>　　The purpose of the study is to explore the influence mechanism of organization information requesting behaviors on customers’ continuance intention. We propose four important hypotheses:

38、 organization information requesting behaviors will influence customers’ continuance usage intention, while trust plays a mediating effect between them; customer privacy concerns will negatively moderate the relationship

39、 between trust and continuance intention, and switching costs positively moderate the relation</p><p>　　5. Acknowledgement </p><p>　　This research was financially supported by the National Natur

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