关键词: 基于位置服务, 隐私关注, 采纳意向, 结构方程模型, 隐私计算理论

Abstract: Aiming at the problem that the serious privacy concern of users had affected their behavior intention,the influence factors of Location-Based Service's (LBS) users' privacy concern were discussed and the outcomes of privacy concern were researched to encourage people to use LBS and develop LBS.The theory model of users' privacy concern and behavior intention in LBS was constructed and the data was collected from 386 respondents.An empirical analysis was carried out on users of LBS with Structural Equation Model (SEM),and the result showed that users' privacy concern were affected by familiarity,word-of-mouth,privacy information sensitivity and subjective norm when users used LBS,which affected users' perceived risk,balancing perceived risk and perceived benefit,and would generate their behavior intention.

Key words: location-based service, privacy concern, behavior intention, structural equation model, privacy calculus theory