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題名 從隱私計算理論探討個人化服務對隱私資訊揭露之影響
How Personalized Services Affect Disclosure of Personal Information: A privacy calculus perspective作者 徐愛茹
Hsu, Ai-Ju貢獻者 梁定澎<br>彭志宏
Liang, Ting-Peng<br>Peng, Chih-Hung
徐愛茹
Hsu, Ai-Ju關鍵詞 隱私計算理論
個人化服務
感知資訊關聯
資訊敏感度
調節焦點
Information privacy
Personalized services
Privacy calculus
Relevance theory
Regulatory focus theory日期 2020 上傳時間 2-九月-2020 11:47:41 (UTC+8) 摘要 網路高度普及的時代來臨，加上人工智慧、大數據分析等應用的蓬勃發展，企業得以將握有的大量數據加以處理運用後，提供更符合消費者的個人化服務。但近年來隱私意識逐漸高漲，且個人化服務涉及不少隱私資訊的揭露，消費者在享受個人化及保護個人資料兩者間需要做出取捨，了解消費者如何做出隱私相關決策以找出平衡點也成為企業的重要課題。本研究鑒於個人化服務在現今數位環境中的重要性，以及與隱私議題的密切關係，將感知資訊關聯加入隱私計算理論以建構一擴充模型，探討在個人化服務中，不同因素對於使用者個人資訊揭露的影響，另將資訊敏感度設為干擾變數，進一步觀察是否會干擾感知資訊關聯性對感知風險及利益的關聯，也加入了調節焦點理論中的調節焦點為另一干擾變數，探討不同調節焦點下，感知利益及風險對個人資訊揭露意圖之間的關係是否會被干擾而有所不同。本研究使用問卷調查法在網路上發放問卷後，透過SmartPLS 3對回收之樣本以結構方程模式分析，並確認信度與效度後，對研究架構進行假說的檢定，研究結果發現感知資訊關聯會正向顯著影響感知利益、負向顯著影響感知風險，干擾變數調節焦點的效果則不顯著，表示不同調節焦點的人不會對感知利益及風險對個人資訊揭露意圖之間的關係有放大或縮小的效果，資訊敏感度則會調節感知資訊關聯與感知利益的關係。
Personalized services play a significant role in the current digital environment and have a close relationship with privacy issues. This research combines perceived information relevance and privacy calculus theory to build an expanded model to discuss how perceived information relevance impacts perceived benefits and perceived risks in personalized services. Regulatory focus of the user is treated as a moderator to discuss whether the regulatory focus (promoting focus/prevention focus) affect the impact of the perceived benefits and perceived risks on the intention to disclose personal information.This research adopted the online experimental method that recruited subjects to fill out questionnaires via online distribution. The collected data was analyzed using SmartPLS 3 to conduct structural equation modeling. Upon ascertaining reliability and validity and hypothesis testing on the research framework, the results indicate that perceived information relevance has a significant positive impact on perceived benefits while having a significant negative impact on perceived risks. On the other hand, the moderating variable-regulatory focus does not have a significant effect, while the effects of perceived information relevance on perceived benefits were moderated by information sensitivity.參考文獻 一、 中文文獻：[1] 何自然，冉永平（2000)。《關聯性：溝通與認知》導讀。外語教學與研究出版社。取自https://doi.org/10.1191/026765800673158592[2] 賴立芸（2019）。資訊隱私悖論因素探討。國立政治大學資訊管理學系碩士論文，台北市。取自https://hdl.handle.net/11296/uzx2qt[3] 林承穎（2017）。從調節焦點和隱私計算探討社群網站使用者隱私揭露之研究。淡江大學資訊管理學系碩士班碩士論文，新北市。取自https://hdl.handle.net/11296/xaf922[4] 趙庭瑋（2009）。調節焦點對尋求多樣化之影響。國立臺灣大學商學研究所碩士論文，台北市。取自http://ntur.lib.ntu.edu.tw//handle/246246/184558[5] 馬慶玲（2010）。調節焦點影響廣告效果之研究。國立政治大學心理學研究所碩士論文，台北市。 取自https://hdl.handle.net/11296/uemup5二、 英文文獻：[1] Anderson, C. L., &Agarwal, R. 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國立政治大學
資訊管理學系
107356029資料來源 http://thesis.lib.nccu.edu.tw/record/#G0107356029 資料類型 thesis dc.contributor.advisor 梁定澎<br>彭志宏 zh_TW dc.contributor.advisor Liang, Ting-Peng<br>Peng, Chih-Hung en_US dc.contributor.author (作者) 徐愛茹 zh_TW dc.contributor.author (作者) Hsu, Ai-Ju en_US dc.creator (作者) 徐愛茹 zh_TW dc.creator (作者) Hsu, Ai-Ju en_US dc.date (日期) 2020 en_US dc.date.accessioned 2-九月-2020 11:47:41 (UTC+8) - dc.date.available 2-九月-2020 11:47:41 (UTC+8) - dc.date.issued (上傳時間) 2-九月-2020 11:47:41 (UTC+8) - dc.identifier (其他 識別碼) G0107356029 en_US dc.identifier.uri (URI) http://nccur.lib.nccu.edu.tw/handle/140.119/131499 - dc.description (描述) 碩士 zh_TW dc.description (描述) 國立政治大學 zh_TW dc.description (描述) 資訊管理學系 zh_TW dc.description (描述) 107356029 zh_TW dc.description.abstract (摘要) 網路高度普及的時代來臨，加上人工智慧、大數據分析等應用的蓬勃發展，企業得以將握有的大量數據加以處理運用後，提供更符合消費者的個人化服務。但近年來隱私意識逐漸高漲，且個人化服務涉及不少隱私資訊的揭露，消費者在享受個人化及保護個人資料兩者間需要做出取捨，了解消費者如何做出隱私相關決策以找出平衡點也成為企業的重要課題。本研究鑒於個人化服務在現今數位環境中的重要性，以及與隱私議題的密切關係，將感知資訊關聯加入隱私計算理論以建構一擴充模型，探討在個人化服務中，不同因素對於使用者個人資訊揭露的影響，另將資訊敏感度設為干擾變數，進一步觀察是否會干擾感知資訊關聯性對感知風險及利益的關聯，也加入了調節焦點理論中的調節焦點為另一干擾變數，探討不同調節焦點下，感知利益及風險對個人資訊揭露意圖之間的關係是否會被干擾而有所不同。本研究使用問卷調查法在網路上發放問卷後，透過SmartPLS 3對回收之樣本以結構方程模式分析，並確認信度與效度後，對研究架構進行假說的檢定，研究結果發現感知資訊關聯會正向顯著影響感知利益、負向顯著影響感知風險，干擾變數調節焦點的效果則不顯著，表示不同調節焦點的人不會對感知利益及風險對個人資訊揭露意圖之間的關係有放大或縮小的效果，資訊敏感度則會調節感知資訊關聯與感知利益的關係。 zh_TW dc.description.abstract (摘要) Personalized services play a significant role in the current digital environment and have a close relationship with privacy issues. This research combines perceived information relevance and privacy calculus theory to build an expanded model to discuss how perceived information relevance impacts perceived benefits and perceived risks in personalized services. Regulatory focus of the user is treated as a moderator to discuss whether the regulatory focus (promoting focus/prevention focus) affect the impact of the perceived benefits and perceived risks on the intention to disclose personal information.This research adopted the online experimental method that recruited subjects to fill out questionnaires via online distribution. The collected data was analyzed using SmartPLS 3 to conduct structural equation modeling. Upon ascertaining reliability and validity and hypothesis testing on the research framework, the results indicate that perceived information relevance has a significant positive impact on perceived benefits while having a significant negative impact on perceived risks. On the other hand, the moderating variable-regulatory focus does not have a significant effect, while the effects of perceived information relevance on perceived benefits were moderated by information sensitivity. en_US dc.description.tableofcontents 謝辭 i摘要 ii目次 iv表次 vi圖次 vii第一章 緒論 1研究背景與動機 1研究目的 4研究流程 5第二章 文獻探討 6第一節 個人化服務 6第二節 隱私悖論 9第三節 隱私計算理論 11第四節 感知資訊關聯 14第五節 資訊敏感度 17第六節 調節焦點理論 19第三章 研究架構與方法 21第一節 研究架構 21第二節 研究假說 22第三節 研究方法 27第四節 實驗設計 36第四章 研究分析與結果 51第一節 資料收集與樣本結構分析 51第二節 樣本檢驗與信效度分析 54第三節 結構模型分析與假說檢定 58第四節 研究假設驗證結果 66第五章 研究結論與建議 68第一節 研究結果與討論 68第二節 研究貢獻與建議 70第六章 參考文獻 73附件 83 zh_TW dc.format.extent 4052177 bytes - dc.format.mimetype application/pdf - dc.source.uri (資料來源) http://thesis.lib.nccu.edu.tw/record/#G0107356029 en_US dc.subject (關鍵詞) 隱私計算理論 zh_TW dc.subject (關鍵詞) 個人化服務 zh_TW dc.subject (關鍵詞) 感知資訊關聯 zh_TW dc.subject (關鍵詞) 資訊敏感度 zh_TW dc.subject (關鍵詞) 調節焦點 zh_TW dc.subject (關鍵詞) Information privacy en_US dc.subject (關鍵詞) Personalized services en_US dc.subject (關鍵詞) Privacy calculus en_US dc.subject (關鍵詞) Relevance theory en_US dc.subject (關鍵詞) Regulatory focus theory en_US dc.title (題名) 從隱私計算理論探討個人化服務對隱私資訊揭露之影響 zh_TW dc.title (題名) How Personalized Services Affect Disclosure of Personal Information: A privacy calculus perspective en_US dc.type (資料類型) thesis en_US dc.relation.reference (參考文獻) 一、 中文文獻：[1] 何自然，冉永平（2000)。《關聯性：溝通與認知》導讀。外語教學與研究出版社。取自https://doi.org/10.1191/026765800673158592[2] 賴立芸（2019）。資訊隱私悖論因素探討。國立政治大學資訊管理學系碩士論文，台北市。取自https://hdl.handle.net/11296/uzx2qt[3] 林承穎（2017）。從調節焦點和隱私計算探討社群網站使用者隱私揭露之研究。淡江大學資訊管理學系碩士班碩士論文，新北市。取自https://hdl.handle.net/11296/xaf922[4] 趙庭瑋（2009）。調節焦點對尋求多樣化之影響。國立臺灣大學商學研究所碩士論文，台北市。取自http://ntur.lib.ntu.edu.tw//handle/246246/184558[5] 馬慶玲（2010）。調節焦點影響廣告效果之研究。國立政治大學心理學研究所碩士論文，台北市。 取自https://hdl.handle.net/11296/uemup5二、 英文文獻：[1] Anderson, C. 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