Research on willingness of Internet users to provide privacy information based on ELM model

With the development of the Internet, users’ personal information has become one of the key factors for Internet platform. Due to the privacy concern, users are often reluctant to provide their personal privacy information to Internet platform. ELM model is an important model to analyze consumer behavior. Based on ELM model, this paper studies the willingness of users to provide their private information. The results shows that privacy collection method, privacy protection statement, and privacy protection technology of the website have a negative correlation with the willingness of users to provide privacy. This research is helpful for enterprises to master user information, analyze user behavior, and find the key factors affecting users’ willingness to provide private information.