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題名 以隱私計算模型探討使用者於餐飲外送平台中自我揭露之因素
Using Privacy Calculus Theory to explore intention to disclose personal information via food ordering and delivery platform作者 連婉宜
Lien, Wan-Yi貢獻者 簡睿哲
Jean, Ruey-Jer
連婉宜
Lien, Wan-Yi關鍵詞 餐飲外送平台
隱私計算模型
自我揭露
認知需求
Food ordering and delivery platform
Privacy calculus
Self-disclosure
Need for cognition日期 2021 上傳時間 1-Feb-2021 13:58:34 (UTC+8) 摘要 餐飲外送平台產業近年來發展迅速，加上2019新冠肺炎疫情影響，民眾減少外出與人群接觸的頻率，使餐飲外送風氣更加盛行。在使用餐飲外送平台的過程中，常會牽涉到個人隱私資訊交換議題，因此，本研究由個人隱私議題的角度出發，以隱私計算模型（Privacy Calculus Model）作為研究架構基礎，探討使用者於餐飲外送平台中自我揭露之因素，並得出以下結果：1.折價券效果與知覺利益之間具有正向關係2.個人化程度同時與知覺利益和知覺風險之間具有正向關係，亦即個人化會同時產生使用者自我揭露的好處和壞處，故增加個人化功能需要考慮的因素會較其他面向更為複雜3.信任與知覺風險間具有負向關係4.隱私顧慮與知覺風險間具有正向關係5.認知需求會在知覺利益與自我揭露意願的正向關係中產生負向的調節效果，即使用者的認知需求愈高，其知覺利益與自我揭露意願的正向關係愈弱
Food ordering and delivery platform services have grown rapidly in recent years. Due to the impact of COVID-19, people reduced the frequency of going out and contacting with each other, and this made food delivery services more popular. In the process of using food ordering and delivery platform, personal privacy information exchange issues are often involved. Therefore, this study started with the perspective of personal privacy issues and used Privacy Calculus Model as the research framework to discuss users’ intention to disclose personal information via food ordering and delivery platform. The main conclusions are as following:1.The effect of discount coupons is positive related to perceived benefits.2.Personalization is positive related to perceived benefits and perceived risks. This implies that more factors should be considered when adding personalization functions.3.Trust is negative related to perceived risks.4.Privacy concern is positive related to perceived risks.5.Need for cognition has a negative moderation effect on the relationship between perceived benefits and intention to disclose personal information.參考文獻 一、中文部分林聖偉（2019）。外送平台顧客滿意度之影響因素與顧客使用頻率的關係。中興大學企業管理學系所學位論文。高泉豐（1994）認知需求的概念與測量。中華心理學刊，36，1-20。張琇婷（2019）消費者的價值觀對於美食外送平台使用意圖之探討-以便利性為中介變數。成功大學國際企業研究所學位論文。莊子毅、林淑芳（2019）Uber eats 和 Food panda 外送平台客戶滿意度調查與再購意願探討分析。健康學術研討會暨國際尖端醫學論壇論文摘要集。陳惠屏（2015）以整合性科技接受模型探討線上訂餐外送系統的成功因素。中興大學科技管理研究所學位論文。盧儀倫（2019）熟食外送平台使用行為之研究。國立政治大學，Available from Airiti AiritiLibrary database。二、英文部分Acquisti, A., Brandimarte, L., & Loewenstein, G. (2015). Privacy and human behavior in the age of information. Science, 347(6221), 509-514.Acquisti, A., & Grossklags, J. (2005). Privacy and rationality in individual decision making. IEEE security & privacy, 3(1), 26-33.Adams, J. S. (1963). 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Privacy calculus and its utility for personalization services in e-commerce: An analysis of consumer decision-making. Information & Management, 54(4), 427-437. 描述 碩士
國立政治大學
國際經營與貿易學系
107351020資料來源 http://thesis.lib.nccu.edu.tw/record/#G0107351020 資料類型 thesis dc.contributor.advisor 簡睿哲 zh_TW dc.contributor.advisor Jean, Ruey-Jer en_US dc.contributor.author (Authors) 連婉宜 zh_TW dc.contributor.author (Authors) Lien, Wan-Yi en_US dc.creator (作者) 連婉宜 zh_TW dc.creator (作者) Lien, Wan-Yi en_US dc.date (日期) 2021 en_US dc.date.accessioned 1-Feb-2021 13:58:34 (UTC+8) - dc.date.available 1-Feb-2021 13:58:34 (UTC+8) - dc.date.issued (上傳時間) 1-Feb-2021 13:58:34 (UTC+8) - dc.identifier (Other Identifiers) G0107351020 en_US dc.identifier.uri (URI) http://nccur.lib.nccu.edu.tw/handle/140.119/133839 - dc.description (描述) 碩士 zh_TW dc.description (描述) 國立政治大學 zh_TW dc.description (描述) 國際經營與貿易學系 zh_TW dc.description (描述) 107351020 zh_TW dc.description.abstract (摘要) 餐飲外送平台產業近年來發展迅速，加上2019新冠肺炎疫情影響，民眾減少外出與人群接觸的頻率，使餐飲外送風氣更加盛行。在使用餐飲外送平台的過程中，常會牽涉到個人隱私資訊交換議題，因此，本研究由個人隱私議題的角度出發，以隱私計算模型（Privacy Calculus Model）作為研究架構基礎，探討使用者於餐飲外送平台中自我揭露之因素，並得出以下結果：1.折價券效果與知覺利益之間具有正向關係2.個人化程度同時與知覺利益和知覺風險之間具有正向關係，亦即個人化會同時產生使用者自我揭露的好處和壞處，故增加個人化功能需要考慮的因素會較其他面向更為複雜3.信任與知覺風險間具有負向關係4.隱私顧慮與知覺風險間具有正向關係5.認知需求會在知覺利益與自我揭露意願的正向關係中產生負向的調節效果，即使用者的認知需求愈高，其知覺利益與自我揭露意願的正向關係愈弱 zh_TW dc.description.abstract (摘要) Food ordering and delivery platform services have grown rapidly in recent years. Due to the impact of COVID-19, people reduced the frequency of going out and contacting with each other, and this made food delivery services more popular. In the process of using food ordering and delivery platform, personal privacy information exchange issues are often involved. Therefore, this study started with the perspective of personal privacy issues and used Privacy Calculus Model as the research framework to discuss users’ intention to disclose personal information via food ordering and delivery platform. The main conclusions are as following:1.The effect of discount coupons is positive related to perceived benefits.2.Personalization is positive related to perceived benefits and perceived risks. This implies that more factors should be considered when adding personalization functions.3.Trust is negative related to perceived risks.4.Privacy concern is positive related to perceived risks.5.Need for cognition has a negative moderation effect on the relationship between perceived benefits and intention to disclose personal information. en_US dc.description.tableofcontents 第一章 緒論 1第一節 研究背景與動機 1第二節 研究問題與目的 4第二章 文獻探討 5第一節 自我揭露 5第二節 隱私計算模型 10第三節 個人化 10第四節 認知需求 11第五節 資訊不對稱 13第三章 研究架構及假說 15第一節 研究架構 15第二節 研究假說 16第四章 研究方法 22第一節 各項變數定義與衡量 22第二節 資料收集與樣本來源 28第三節 資料分析工具與方法 29第五章 資料分析 31第一節 樣本數與受訪者基本資料 31第二節 因素分析 33第三節 信度分析 42第四節 相關分析 43第五節 假說驗證：迴歸分析 45第六節 假說驗證結果統整 50第六章 結論與建議 52第一節 研究結果討論 52第二節 實務建議 55第三節 研究限制與未來研究方向 57參考文獻 59附錄 研究問卷 68 zh_TW dc.format.extent 1706805 bytes - dc.format.mimetype application/pdf - dc.source.uri (資料來源) http://thesis.lib.nccu.edu.tw/record/#G0107351020 en_US dc.subject (關鍵詞) 餐飲外送平台 zh_TW dc.subject (關鍵詞) 隱私計算模型 zh_TW dc.subject (關鍵詞) 自我揭露 zh_TW dc.subject (關鍵詞) 認知需求 zh_TW dc.subject (關鍵詞) Food ordering and delivery platform en_US dc.subject (關鍵詞) Privacy calculus en_US dc.subject (關鍵詞) Self-disclosure en_US dc.subject (關鍵詞) Need for cognition en_US dc.title (題名) 以隱私計算模型探討使用者於餐飲外送平台中自我揭露之因素 zh_TW dc.title (題名) Using Privacy Calculus Theory to explore intention to disclose personal information via food ordering and delivery platform en_US dc.type (資料類型) thesis en_US dc.relation.reference (參考文獻) 一、中文部分林聖偉（2019）。外送平台顧客滿意度之影響因素與顧客使用頻率的關係。中興大學企業管理學系所學位論文。高泉豐（1994）認知需求的概念與測量。中華心理學刊，36，1-20。張琇婷（2019）消費者的價值觀對於美食外送平台使用意圖之探討-以便利性為中介變數。成功大學國際企業研究所學位論文。莊子毅、林淑芳（2019）Uber eats 和 Food panda 外送平台客戶滿意度調查與再購意願探討分析。健康學術研討會暨國際尖端醫學論壇論文摘要集。陳惠屏（2015）以整合性科技接受模型探討線上訂餐外送系統的成功因素。中興大學科技管理研究所學位論文。盧儀倫（2019）熟食外送平台使用行為之研究。國立政治大學，Available from Airiti AiritiLibrary database。二、英文部分Acquisti, A., Brandimarte, L., & Loewenstein, G. 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