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題名 不同揭露樣式對消費者的知覺影響 以信用卡申請同意流程為例
The effect of different disclose patterns on consumer perception: Take the case of credit card consent process作者 游程富
Yu, Cheng-Fu貢獻者 蘇威傑
Su, Wei-Jie
游程富
Yu, Cheng-Fu關鍵詞 隱私權政策
點擊拘束契約
當事人同意
告知義務
揭露樣式
Privacy policy
Click-binding contract
Consent of parties
Obligation to inform
Disclosure patterns日期 2021 上傳時間 4-Aug-2021 14:26:07 (UTC+8) 摘要 隨著數位科技的發展，以往許多需要臨櫃辦理的金融服務可以透過智慧型手機、平板電腦或是桌上型電腦在指掌之間就完成。在享受便捷服務的同時，消費者也需要面對無所不在的隱私權條款、服務條款等定型化契約以同意企業蒐集、處理與利用他們的隱私資料。隱私權條款、服務條款等定型化契約作為企業與消費者揭露將如何蒐集、處理與利用其隱私資料範圍與目的等資訊的溝通媒介，廣泛存在於數位金融服務申辦的場景，隨著金融機構的大量使用，隱私權條款的呈現方式也發展出五花八門的樣貌。雖然呈現方式的樣貌不盡相同，但主要可以分為直接溝通與間接溝通兩種溝通方式。前者直接呈現隱私權條款內文予消費者閱讀。後者則將隱私權條款內文精簡成一段超連結，消費者需要點擊超連結後才能閱讀隱私權條款內文，企業透過這樣的設計以加快消費者的同意流程。因此，本研究透過模擬線上申請信用卡的情景，觀察消費者在面對直接與間接溝通方式之隱私權條款揭露樣式時，是否因為不同溝通方式而產生不同的影響。並且提出兩項研究問題（1）面對我國現行的兩種主流揭露樣式，消費者在揭露效率、揭露效果、揭露效力、揭露風險與企業觀感等構面上是否有所差異？（2）消費者對於線上隱私資料與現行的揭露樣式的想法與認知？本研究透過網路問卷方式，蒐集213份具有使用線上數位金融服務經驗的消費者之樣本，並進行敘述性統計、獨立Ｔ檢定分析與獨立樣本二因子變異數分析。研究結果表明直接溝通揭露樣式在揭露效率、揭露效果、揭露風險與企業觀感等構面顯著優於間接溝通揭露樣式。本研究也發現對自身隱私權較重視、關心的受測者對於直接溝通揭露樣式有較高的滿意度。此外，本研究統計出消費者不願意閱讀隱私權條款最主要的原因為內容過於繁瑣，並且也發現若是事先為其整理隱私權條款內文會增加其閱讀的意願。最後，本研究針對研究結果提出實務上的建議與未來研究的方向。
With the development of digital technology, many of the financial services that need to be done in the counter can be done at the fingertips of a smartphone, tablet or desktop computer. While enjoying convenient services, consumers also need to face ubiquitous privacy terms, service terms and other standardized contracts to allow companies to collect, process and use their privacy data.Privacy terms, the terms of service and so on standard contract as businesses and consumers to expose how will the collecting, processing and utilization of privacy information of scope and purpose of information and communication media, such as widely exists in digital financial services hosting scenario, with the use of financial institutions, the privacy provisions of the present method is also developed a variety of appearance. Although the appearance of the presentation mode is different, it can be mainly divided into direct communication and indirect communication. The former presents the text of the privacy clause directly to the consumer. In the latter case, the privacy clause is reduced to a hyperlink, and the consumer has to click the hyperlink to read the privacy clause, so that the enterprise can speed up the consent process. Therefore, this study, by simulating the online credit card application situation, examines whether consumers have different effects on the disclosure patterns of privacy policy in direct and indirect communication methods. In addition, two research questions are proposed. (1) In the face of the two current mainstream disclosure styles in China, are there any differences among consumers in terms of disclosure efficiency, disclosure effect, disclosure effectiveness, disclosure risk and corporate perception? (2) What do consumers think and understand about online privacy data and current disclosure patterns?A total of 213 consumers with experience in online financial services were collected by means of an online questionnaire, and descriptive statistics, independent t-test analysis and independent sample two-factor analysis of variance were performed. The results show that the direct communication disclosure style is significantly superior to the indirect communication disclosure style in terms of disclosure efficiency, disclosure effect, disclosure risk and corporate perception. This study also found that the subjects who paid more attention to and cared about their privacy had higher satisfaction with the disclosure style of direct communication. In addition, according to the statistics of this study, the main reason why consumers are unwilling to read the privacy clause is that the content is too cumbersome, and it is also found that sorting out the text of the privacy clause in advance will increase their willingness to read it. Finally, some practical suggestions are given based on the results of this study.參考文獻 陳芳毓，2019。「新創最大難題：找不到合作集團！富邦三代領軍創科辦，成為新創橋樑」，《未來城市》。網址：https://futurecity.cw.com.tw/article/1056，搜尋日期：西元2021年5月12號。沈中華，2015。「巨量資料(Big Data)於銀行業之應用與其成效」，台灣金融研訓院。網址：http://lib.tabf.org.tw/webpac/service/trackback.do?id=12111，搜尋日期：西元2021年5月12號。郭戎晉，2012。「論數位環境下個人資料保護法制之發展與難題—以「數位足跡」 之 評價為核心」，《科技法律透析》二十四期：18-39頁。林雅惠，2004。「資訊隱私權之重塑—以行動商務為例」，《科技法學評論》一卷：93-122頁。林玫君，2017。「論個人資料保護法之『當事人同意』」，《東海大學法學研究》第五十一期：121-170頁。蔡柏毅，2017。「歐盟『個人資料保護規則』導讀」，《金融聯合徵信》第三十期：9-18 頁。翁清坤，2016。「網路上隱私權政策之效力：以美國法為中心」，《臺大法學論叢》第45卷第一期：152-248頁。Bughin, J., Chui, M., & Manyika, J. 2010. Clouds, big data, and smart assets: Ten tech-enabled business trends to watch. McKinsey quarterly, 56(1), 75-86Durkin, T. A., & Elliehausen, G. E. 2011. Truth in lending: theory, history, and a way forward. Oxford University Press, USA.Garrison, L., Hastak, M., Hogarth, J. M., Kleimann, S., & Levy, A. S. 2012. Designing Evidence‐Based Disclosures: A Case Study of Financial Privacy Notices. Journal of Consumer Affairs, 46(2), 204-234.Kimble, J. 2006. Lifting the fog of legalese: essays on plain language. Carolina Academic Press.Dommeyer, C.J., & Gross, B. 2003. Consumer Knowledge, Awareness, and Use of Privacy Protection Strategies. Journal of Interactive Marketing, 17(2), 34–51.Caudill, E.M., & Murphy, P.E. 2000. Consumer Online Privacy: Legal and Ethical Issues. Journal of Public Policy and Marketing, 19(1), 7–19.Culnan, M.J., & Milberg, S.J. 1998. The Second Exchange: Managing Customer Information in Marketing Relationships. Georgetown University, Unpublished Working Paper.Warren, S. D., & Brandeis, L. D. 1985. The right to privacy. In Ethical issues in the use of computers, pp. 172-183.Rothchild, J. 1998. Protecting the digital consumer: The limits of cyberspace utopianism. Ind. LJ, 74, 893.Westin, A. F. 1968. Privacy and freedom. Washington and Lee Law Review, 25(1), 166.Culnan, M. J., & Milberg, S. 1998. The second exchange: Managing customer information in marketing relationships. Georgetown McDonough School of Business Research Paper.Metzger, M.J. and S. Docter: 2003, `Public Opinion and Policy Initiatives for Online Privacy Protection`, Journal of Broadcasting & Electronic Media, 47(3), 350-374.Antón, A. et al.: 2004, `The Lack of Clarity in Financial Privacy Policies and the Need for Standardization`, IEEE Security and Privacy 2(2), 36-45.Milne, G. R., & Culnan, M. J. 2004. Strategies for reducing online privacy risks: Why consumers read (or don’t read) online privacy notices. Journal of interactive marketing, 18(3), 15-29.Grossklags, J., & Good, N. 2007. Empirical studies on software notices to inform policy makers and usability designers. International Conference on Financial Cryptography and Data Security, 341-355.Ippolito, P. M. 1984. Consumer protection economics: A selective survey. Empirical approaches to consumer protection economics, 1-33.Novemsky, Nathan, Ravi Dhar, Norbert Schwarz, and Itamar Simonson. 2007. Preference Fluency in Choice. Journal of Marketing Research, 44: 347–356.Garrison, L., Hastak, M., Hogarth, J. M., Kleimann, S., & Levy, A. S. 2012. Designing Evidence‐Based Disclosures: A Case Study of Financial Privacy Notices. Journal of Consumer Affairs, 46(2), 204-234.Harris Interactive, Inc., Westin, A., 1997. Commerce communication and Privacy online. Hackensack: Privacy and American Business.Madrian, B. C., & Shea, D. F. (2001). The power of suggestion: Inertia in 401 (k) participation and savings behavior. The Quarterly journal of economics, 116(4), 1149-1187.Milne, G. R., & Boza, M. E. (1999). Trust and concern in consumers’ perceptions of marketing information management practices. Journal of interactive Marketing, 13(1), 5-24.Flavián, C., & Guinalíu, M. (2006). Consumer trust, perceived security and privacy policy. Industrial management & data Systems.Schoenbachler, D. D., & Gordon, G. L. (2002). Trust and customer willingness to provide information in database-driven relationship marketing. Journal of interactive marketing, 16(3), 2-16.Cronbach, L. J. (1951). Coefficient alpha and the internal structure of tests. psychometrika,16(3), 297-334.DeVellis, R. F. (2016). Scale development: Theory and applications (Vol. 26). Sage publications. 描述 碩士
國立政治大學
國際經營與貿易學系
108351020資料來源 http://thesis.lib.nccu.edu.tw/record/#G0108351020 資料類型 thesis dc.contributor.advisor 蘇威傑 zh_TW dc.contributor.advisor Su, Wei-Jie en_US dc.contributor.author (Authors) 游程富 zh_TW dc.contributor.author (Authors) Yu, Cheng-Fu en_US dc.creator (作者) 游程富 zh_TW dc.creator (作者) Yu, Cheng-Fu en_US dc.date (日期) 2021 en_US dc.date.accessioned 4-Aug-2021 14:26:07 (UTC+8) - dc.date.available 4-Aug-2021 14:26:07 (UTC+8) - dc.date.issued (上傳時間) 4-Aug-2021 14:26:07 (UTC+8) - dc.identifier (Other Identifiers) G0108351020 en_US dc.identifier.uri (URI) http://nccur.lib.nccu.edu.tw/handle/140.119/136275 - 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) 108351020 zh_TW dc.description.abstract (摘要) 隨著數位科技的發展，以往許多需要臨櫃辦理的金融服務可以透過智慧型手機、平板電腦或是桌上型電腦在指掌之間就完成。在享受便捷服務的同時，消費者也需要面對無所不在的隱私權條款、服務條款等定型化契約以同意企業蒐集、處理與利用他們的隱私資料。隱私權條款、服務條款等定型化契約作為企業與消費者揭露將如何蒐集、處理與利用其隱私資料範圍與目的等資訊的溝通媒介，廣泛存在於數位金融服務申辦的場景，隨著金融機構的大量使用，隱私權條款的呈現方式也發展出五花八門的樣貌。雖然呈現方式的樣貌不盡相同，但主要可以分為直接溝通與間接溝通兩種溝通方式。前者直接呈現隱私權條款內文予消費者閱讀。後者則將隱私權條款內文精簡成一段超連結，消費者需要點擊超連結後才能閱讀隱私權條款內文，企業透過這樣的設計以加快消費者的同意流程。因此，本研究透過模擬線上申請信用卡的情景，觀察消費者在面對直接與間接溝通方式之隱私權條款揭露樣式時，是否因為不同溝通方式而產生不同的影響。並且提出兩項研究問題（1）面對我國現行的兩種主流揭露樣式，消費者在揭露效率、揭露效果、揭露效力、揭露風險與企業觀感等構面上是否有所差異？（2）消費者對於線上隱私資料與現行的揭露樣式的想法與認知？本研究透過網路問卷方式，蒐集213份具有使用線上數位金融服務經驗的消費者之樣本，並進行敘述性統計、獨立Ｔ檢定分析與獨立樣本二因子變異數分析。研究結果表明直接溝通揭露樣式在揭露效率、揭露效果、揭露風險與企業觀感等構面顯著優於間接溝通揭露樣式。本研究也發現對自身隱私權較重視、關心的受測者對於直接溝通揭露樣式有較高的滿意度。此外，本研究統計出消費者不願意閱讀隱私權條款最主要的原因為內容過於繁瑣，並且也發現若是事先為其整理隱私權條款內文會增加其閱讀的意願。最後，本研究針對研究結果提出實務上的建議與未來研究的方向。 zh_TW dc.description.abstract (摘要) With the development of digital technology, many of the financial services that need to be done in the counter can be done at the fingertips of a smartphone, tablet or desktop computer. While enjoying convenient services, consumers also need to face ubiquitous privacy terms, service terms and other standardized contracts to allow companies to collect, process and use their privacy data.Privacy terms, the terms of service and so on standard contract as businesses and consumers to expose how will the collecting, processing and utilization of privacy information of scope and purpose of information and communication media, such as widely exists in digital financial services hosting scenario, with the use of financial institutions, the privacy provisions of the present method is also developed a variety of appearance. Although the appearance of the presentation mode is different, it can be mainly divided into direct communication and indirect communication. The former presents the text of the privacy clause directly to the consumer. In the latter case, the privacy clause is reduced to a hyperlink, and the consumer has to click the hyperlink to read the privacy clause, so that the enterprise can speed up the consent process. Therefore, this study, by simulating the online credit card application situation, examines whether consumers have different effects on the disclosure patterns of privacy policy in direct and indirect communication methods. In addition, two research questions are proposed. (1) In the face of the two current mainstream disclosure styles in China, are there any differences among consumers in terms of disclosure efficiency, disclosure effect, disclosure effectiveness, disclosure risk and corporate perception? (2) What do consumers think and understand about online privacy data and current disclosure patterns?A total of 213 consumers with experience in online financial services were collected by means of an online questionnaire, and descriptive statistics, independent t-test analysis and independent sample two-factor analysis of variance were performed. The results show that the direct communication disclosure style is significantly superior to the indirect communication disclosure style in terms of disclosure efficiency, disclosure effect, disclosure risk and corporate perception. This study also found that the subjects who paid more attention to and cared about their privacy had higher satisfaction with the disclosure style of direct communication. In addition, according to the statistics of this study, the main reason why consumers are unwilling to read the privacy clause is that the content is too cumbersome, and it is also found that sorting out the text of the privacy clause in advance will increase their willingness to read it. Finally, some practical suggestions are given based on the results of this study. 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 2第二章 文獻探討 4第一節 資訊隱私權與資料當事人同意的意義 4第二節 個人資料、資料處理行為與規範主體之定義 —以GDPR與我國《個人資料保護法》為例 6第三節 資料當事人同意之要件 —以GDPR與我國《個人資料保護法》為例 8第四節 我國現行的信用卡揭露樣式 11第五節 線上隱私權政策的揭露對資料當事人的影響 14第三章 研究方法 16第一節 研究流程與研究架構 16第二節 研究樣本 19第三節 研究變數定義與衡量 19第五節 資料分析方法 25第四章 研究結果 27第一節 敘述性統計分析 27第二節 信度分析 37第三節 獨立樣本T檢定分析 38第四節 調節效果 42第五章 結論與研究限制 52第一節 研究結論 52第二節 管理意涵與實務建議 53第三節 研究限制 54參考文獻 56一、中文部分 56二、英文部分 57附錄 60 zh_TW dc.format.extent 3052983 bytes - dc.format.mimetype application/pdf - dc.source.uri (資料來源) http://thesis.lib.nccu.edu.tw/record/#G0108351020 en_US dc.subject (關鍵詞) 隱私權政策 zh_TW dc.subject (關鍵詞) 點擊拘束契約 zh_TW dc.subject (關鍵詞) 當事人同意 zh_TW dc.subject (關鍵詞) 告知義務 zh_TW dc.subject (關鍵詞) 揭露樣式 zh_TW dc.subject (關鍵詞) Privacy policy en_US dc.subject (關鍵詞) Click-binding contract en_US dc.subject (關鍵詞) Consent of parties en_US dc.subject (關鍵詞) Obligation to inform en_US dc.subject (關鍵詞) Disclosure patterns en_US dc.title (題名) 不同揭露樣式對消費者的知覺影響 以信用卡申請同意流程為例 zh_TW dc.title (題名) The effect of different disclose patterns on consumer perception: Take the case of credit card consent process en_US dc.type (資料類型) thesis en_US dc.relation.reference (參考文獻) 陳芳毓，2019。「新創最大難題：找不到合作集團！富邦三代領軍創科辦，成為新創橋樑」，《未來城市》。網址：https://futurecity.cw.com.tw/article/1056，搜尋日期：西元2021年5月12號。沈中華，2015。「巨量資料(Big Data)於銀行業之應用與其成效」，台灣金融研訓院。網址：http://lib.tabf.org.tw/webpac/service/trackback.do?id=12111，搜尋日期：西元2021年5月12號。郭戎晉，2012。「論數位環境下個人資料保護法制之發展與難題—以「數位足跡」 之 評價為核心」，《科技法律透析》二十四期：18-39頁。林雅惠，2004。「資訊隱私權之重塑—以行動商務為例」，《科技法學評論》一卷：93-122頁。林玫君，2017。「論個人資料保護法之『當事人同意』」，《東海大學法學研究》第五十一期：121-170頁。蔡柏毅，2017。「歐盟『個人資料保護規則』導讀」，《金融聯合徵信》第三十期：9-18 頁。翁清坤，2016。「網路上隱私權政策之效力：以美國法為中心」，《臺大法學論叢》第45卷第一期：152-248頁。Bughin, J., Chui, M., & Manyika, J. 2010. Clouds, big data, and smart assets: Ten tech-enabled business trends to watch. McKinsey quarterly, 56(1), 75-86Durkin, T. A., & Elliehausen, G. E. 2011. Truth in lending: theory, history, and a way forward. Oxford University Press, USA.Garrison, L., Hastak, M., Hogarth, J. M., Kleimann, S., & Levy, A. S. 2012. Designing Evidence‐Based Disclosures: A Case Study of Financial Privacy Notices. Journal of Consumer Affairs, 46(2), 204-234.Kimble, J. 2006. Lifting the fog of legalese: essays on plain language. Carolina Academic Press.Dommeyer, C.J., & Gross, B. 2003. Consumer Knowledge, Awareness, and Use of Privacy Protection Strategies. Journal of Interactive Marketing, 17(2), 34–51.Caudill, E.M., & Murphy, P.E. 2000. Consumer Online Privacy: Legal and Ethical Issues. Journal of Public Policy and Marketing, 19(1), 7–19.Culnan, M.J., & Milberg, S.J. 1998. The Second Exchange: Managing Customer Information in Marketing Relationships. 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