Abstract: 【Purpose/significance】In order to reveal the motivation path of college students' privacy disclosure behavior in the process of online shopping, and promote the healthy and orderly development of personalized marketing.【Method/process】This paper takes 402 college students as samples, takes TPB theory and privacy computing theory as the framework, and adopts the method of combin‐ing NCA and QCA to analyze the occurrence path of college students' privacy disclosure behavior in online shopping.【Result/conclu‐sion】The results show that :①the individual elements of TPB theory do not constitute the necessary conditions for the generation of college students' online shopping privacy disclosure behavior, but the perceived behavioral control and privacy disclosure willingness
play a relatively general role in the generation of privacy disclosure behavior.②There are two configurations that can stimulate the gen‐eration of privacy disclosure behavior, including the internal autonomy type and the external influence type. Among them, the external influence type is more likely to effectively stimulate the occurrence of privacy disclosure behavior.③When perceived behavioral con‐trol is high, behavioral attitudes and subjective norms have a mutual substitution effect, which jointly stimulate the willingness to dis‐close privacy, thus leading to the occurrence of privacy disclosure behavior of college students in online shopping【. Innovation/limita‐tion】The extension of the Theory of Planned Behavior (TPB) by is the possible contribution of this paper. The original TPB theory did
not deeply study the three elements of behavioral intention. When certain conditions are met, there may be substitution effect. The limi‐tation of the research lies in whether this substitution effect is only applicable to college students' online shopping privacy disclosure behavior studied in this paper, or whether it is also universally applicable to other behaviors, which needs to be further verified by other research samples.