The use of mobile coupons to share for bargaining has become an important marketing method for merchants in the field of e-commerce. However, there are still some shortcomings in the existing research on consumers’ willingness to share mobile coupons. First of all, the use and sharing of mobile coupons are analyzed separately. Secondly, most of theories and models in this domain derive from the field of knowledge. Lastly, the influence of different platforms on consumers’ willingness to share are not considered. Therefore, this paper explores the influencing factors of consumers’ willingness to share mobile coupons in different platform scenarios from the perspective of privacy computing, and proposes six hypotheses to construct a structural equation model. Further analysis of 270 valid questionnaires obtained under five scenarios shows that users’ perceived economic benefits and perceived social benefits have a significant positive impact on users’ willingness to share for bargaining, users’ perceived privacy risks have no significant impact on users’ willingness to share for bargaining, and users’ perceived social risks have a significant negative impact on users’ willingness to share for bargaining. Low share for bargaining links will weaken the negative impact of perceived social risk on sharing willingness.
Li, Zhonghang; Liu, Feng; Liu, Tao; and Zhou, Zixuan, "“Share for bargaining?”: A willingness model based on privacy computing theory" (2022). ICEB 2022 Proceedings (Bangkok, Thailand). 3.