Zhang Min, Zhu Yihui, Shao Xin, Yang Lyule, Zhang Yan
[Purpose/Significance] By exploring the key factors triggering users' location privacy protection in location-[JP]based service,this research can provide insights for designers,operators,and regulators of location-based service on product design optimization,product service improvement and risk prevention.[Method/Process] By establishing APCO framework model,following the "personality traits-perceived value-location privacy protection" as the main line,the article carried out empirical research on core users of Ctrip,a typical location-based service provider.[Result/Conclusion] The results show that individuals with different personality traits have different cognitions of perceived location service benefit and perceived location privacy risk.Perceived location privacy risk and social influence have positive effect on location privacy protection.Perceived location service benefit has negative effect on location privacy protection.Perceived corporate privacy guarantee has no significant effect on location privacy protection;While privacy experience can weaken the impact of perceived location privacy risk on users' location privacy protection,it has no significant moderating effect on the impact of perceived location service benefit on users' location privacy protections.Hence,in the future,online location service providers can promote differentiated privacy service strategies,and strengthen users' privacy protection management by means of empowerment.Government functional departments should improve relevant privacy supervision measures,and prohibit illegal infringements of personal privacy data