Impact of Privacy Protection on Service Platform Consumers’ Adoption Behaviour based on the Background of Big Data

Abstract

Since the beginning of the twenty-first century, Internet technology has developed rapidly. This paper aims to study and analyse the impact of privacy protection on consumer adoption behaviour of service platform. This paper constructs a relationship model between service platform privacy protection and consumer platform adoption behaviour. At the same time, the differences of consumer related factors in different environments are investigated. Spss19.0 is also used 0 make statistical analysis on the “Taobao platform” scheme and the overall survey data, and calculate the overall reliability test of 22 items. Its Cronbach’s a value is 0.807. The survey data is statistically analysed in the “WeChat platform” scenario, and the overall reliability test of 22 items is calculated, and the Cronbach’s a value is 0.886. The experiment also found that the reliability of each measurement item of privacy concern was very good.