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題名 拆解隱私悖論：以隱私計算理論探討電商平台推薦系統之數位助推效果
Debunking the Mystery of Privacy Paradox: Examining the Effectiveness of Digital Nudging in E-commerce Recommender System from a Privacy Calculus Perspective作者 朱翊榕
Chu, I-Jung貢獻者 林芝璇
Lin, Jhih-Syuan
朱翊榕
Chu, I-Jung關鍵詞 數位助推
隱私計算
隱私疑慮
揭露意願
隱私犬儒主義
電商推薦系統
個人化服務
Digital nudging
Privacy calculus
Privacy concern
Disclosure intention
Privacy cynicism
E-commerce recommender system
Personalized service日期 2023 上傳時間 6-Jul-2023 16:56:29 (UTC+8) 摘要 近年來，學者們將推薦系統視為一種數位助推，強調它內嵌多種助推機制來影響用戶的決策。現今許多研究致力於研究推薦系統中不同數位助推的效果，以了解有助於優化用戶介面的關鍵要素。然而此類個人化服務需要收集大量用戶數據，進而引發了人們對隱私揭露的疑慮。因此，本研究旨在深入了解兩種數位助推（揭露助推和社會認同助推）如何在電子商務推薦系統的情境下影響用戶的隱私風險感知、隱私疑慮和隱私決策，並探討隱私犬儒主義在用戶隱私決策過程中的作用。本研究採用線上實驗法蒐集了264份有效樣本。研究結果顯示揭露助推會直接顯著提升用戶提供個人數據以進行交易的意願，其中隱私風險感知亦扮演著中介的角色，即揭露助推的使用能有效降低隱私風險感知，並接續正向影響用戶的隱私決策；揭露助推和社會認同助推存在交互作用以顯著降低隱私風險感知和提升用戶提供個人數據以進行交易的意願，其中社會認同助推獨立存在時不具效果，但對揭露助推有加乘效果，意即兩者同時存在時影響用戶隱私感知與隱私決策的效果最強。另一方面，本研究發現隱私風險感知會正向影響隱私疑慮，進而對用戶提供個人數據以進行交易的意願產生負面影響，且隱私犬儒主義分別調節隱私風險感知和隱私疑慮對用戶隱私決策的直接影響，即隱私犬儒主義能減弱隱私風險感知和隱私疑慮對用戶隱私決策的負面作用。然而，隱私犬儒主義對於隱私風險感知透過隱私疑慮對用戶隱私決策產生的間接影響不具有顯著的調節效果。本研究進一步探討研究結果的理論與實務面意涵，並提出研究限制與建議，供未來相關研究參考。
Recommender systems are considered a form of digital nudging, which inherently embed several nudging mechanisms to influence users’ decision-making. In light of that, extant research has been devoted to examining the effectiveness of different digital nudges in recommender systems in order to identify crucial elements that could contribute to the optimization of user interfaces. However, the fact that a considerable amount of user data has to be collected for such personalized services has drawn universal concern about the disclosure of privacy. The purpose of this study is, therefore, to provide insights into how digital nudges (disclosure nudges and social-proof nudges) might influence users’ privacy risk perceptions, privacy concerns and privacy decisions in the context of an E-commerce recommender system, as well as to investigate the moderating role of privacy cynicism in users’ privacy decision-making processes.The results of the online experiment (N = 264) revealed that (1) a disclosure nudge was effective in increasing willingness to provide personal data to proceed with the transaction, and this effect was significantly mediated by perceived privacy risk; (2) the interaction effect of a disclosure nudge and a social-proof nudge was significant in decreasing perceived privacy risk and increasing willingness to provide personal data to proceed with the transaction, while a social-proof nudge only functioned as a complement to a disclosure nudge; (3) perceived privacy risks positively affected privacy concern, which in turn negatively affected willingness to provide personal data to proceed with the transaction; (4) privacy cynicism served as a significant moderator in attenuating the direct effects of perceived privacy risk and privacy concern on willingness to provide personal data to proceed with the transaction, but it did not moderate the indirect effect of perceived privacy risk on willingness to provide personal data to proceed with the transaction via privacy concern. 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國立政治大學
國際傳播英語碩士學位學程(IMICS)
109461001資料來源 http://thesis.lib.nccu.edu.tw/record/#G0109461001 資料類型 thesis dc.contributor.advisor 林芝璇 zh_TW dc.contributor.advisor Lin, Jhih-Syuan en_US dc.contributor.author (Authors) 朱翊榕 zh_TW dc.contributor.author (Authors) Chu, I-Jung en_US dc.creator (作者) 朱翊榕 zh_TW dc.creator (作者) Chu, I-Jung en_US dc.date (日期) 2023 en_US dc.date.accessioned 6-Jul-2023 16:56:29 (UTC+8) - dc.date.available 6-Jul-2023 16:56:29 (UTC+8) - dc.date.issued (上傳時間) 6-Jul-2023 16:56:29 (UTC+8) - dc.identifier (Other Identifiers) G0109461001 en_US dc.identifier.uri (URI) http://nccur.lib.nccu.edu.tw/handle/140.119/145904 - dc.description (描述) 碩士 zh_TW dc.description (描述) 國立政治大學 zh_TW dc.description (描述) 國際傳播英語碩士學位學程(IMICS) zh_TW dc.description (描述) 109461001 zh_TW dc.description.abstract (摘要) 近年來，學者們將推薦系統視為一種數位助推，強調它內嵌多種助推機制來影響用戶的決策。現今許多研究致力於研究推薦系統中不同數位助推的效果，以了解有助於優化用戶介面的關鍵要素。然而此類個人化服務需要收集大量用戶數據，進而引發了人們對隱私揭露的疑慮。因此，本研究旨在深入了解兩種數位助推（揭露助推和社會認同助推）如何在電子商務推薦系統的情境下影響用戶的隱私風險感知、隱私疑慮和隱私決策，並探討隱私犬儒主義在用戶隱私決策過程中的作用。本研究採用線上實驗法蒐集了264份有效樣本。研究結果顯示揭露助推會直接顯著提升用戶提供個人數據以進行交易的意願，其中隱私風險感知亦扮演著中介的角色，即揭露助推的使用能有效降低隱私風險感知，並接續正向影響用戶的隱私決策；揭露助推和社會認同助推存在交互作用以顯著降低隱私風險感知和提升用戶提供個人數據以進行交易的意願，其中社會認同助推獨立存在時不具效果，但對揭露助推有加乘效果，意即兩者同時存在時影響用戶隱私感知與隱私決策的效果最強。另一方面，本研究發現隱私風險感知會正向影響隱私疑慮，進而對用戶提供個人數據以進行交易的意願產生負面影響，且隱私犬儒主義分別調節隱私風險感知和隱私疑慮對用戶隱私決策的直接影響，即隱私犬儒主義能減弱隱私風險感知和隱私疑慮對用戶隱私決策的負面作用。然而，隱私犬儒主義對於隱私風險感知透過隱私疑慮對用戶隱私決策產生的間接影響不具有顯著的調節效果。本研究進一步探討研究結果的理論與實務面意涵，並提出研究限制與建議，供未來相關研究參考。 zh_TW dc.description.abstract (摘要) Recommender systems are considered a form of digital nudging, which inherently embed several nudging mechanisms to influence users’ decision-making. In light of that, extant research has been devoted to examining the effectiveness of different digital nudges in recommender systems in order to identify crucial elements that could contribute to the optimization of user interfaces. However, the fact that a considerable amount of user data has to be collected for such personalized services has drawn universal concern about the disclosure of privacy. The purpose of this study is, therefore, to provide insights into how digital nudges (disclosure nudges and social-proof nudges) might influence users’ privacy risk perceptions, privacy concerns and privacy decisions in the context of an E-commerce recommender system, as well as to investigate the moderating role of privacy cynicism in users’ privacy decision-making processes.The results of the online experiment (N = 264) revealed that (1) a disclosure nudge was effective in increasing willingness to provide personal data to proceed with the transaction, and this effect was significantly mediated by perceived privacy risk; (2) the interaction effect of a disclosure nudge and a social-proof nudge was significant in decreasing perceived privacy risk and increasing willingness to provide personal data to proceed with the transaction, while a social-proof nudge only functioned as a complement to a disclosure nudge; (3) perceived privacy risks positively affected privacy concern, which in turn negatively affected willingness to provide personal data to proceed with the transaction; (4) privacy cynicism served as a significant moderator in attenuating the direct effects of perceived privacy risk and privacy concern on willingness to provide personal data to proceed with the transaction, but it did not moderate the indirect effect of perceived privacy risk on willingness to provide personal data to proceed with the transaction via privacy concern. This study provides numerous theoretical and practical implications, and puts forward some limitations and directions for future research. en_US dc.description.tableofcontents 1. Introduction 11.1 Research Background 11.2 Research Objectives 62. Literature Review 102.1 Nudging Theory 102.1.1 Background and Definition 102.1.2 Digital Nudging 142.1.3 Digital Nudging in E-commerce Transaction 182.2 Theory of Interactive Media Effect (TIME) 202.2.1 Cue Route of Disclosure and Social-proof Nudge 232.3 Privacy Calculus 252.3.1 Privacy Perception Related to E-commerce 282.3.2 Privacy Paradox 312.4 Hypotheses Development 332.4.1 The Effect of Disclosure Nudges on Willingness to Self-disclose 342.4.2 The Effect of Social-proof Nudge 382.4.3 Privacy Concern 402.4.4 The Moderating Role of Privacy Cynicism 423. Methodology 463.1 Research Framework 463.2 Research Method 483.2.1 Experimental Design 483.2.2 Samples 503.2.3 Stimuli Development 503.2.3.1 Product Type 503.2.3.2 Recommender System 513.2.3.3 Manipulation of Digital Nudges 533.3 Pretests 573.3.1 Pretest One 573.3.1.1 Purpose 573.3.1.2 Design 583.3.1.3 Participant, procedure, and measures 593.3.1.4 Results 593.3.2 Pretest Two 613.3.2.1 Purpose 613.3.2.2 Design 623.3.2.3 Participant and procedure 623.3.2.4 Results 643.4 Main Study 663.4.1 Participants 673.4.2 Procedure 673.4.3 Measures 683.4.3.1 Manipulation checks 693.4.3.2 Perceived Privacy Risk 703.4.3.3 Privacy Concern 703.4.3.4 Willingness to Provide Personal Data to Proceed with the Transaction 713.4.3.5 Privacy Cynicism 713.4.3.6 Control Variables 714. Result 734.1 Descriptive Statistics 734.2 Reliability Analysis 754.3 Manipulation Check 764.4 The Effects of Disclosure Nudge and Social-proof Nudge 784.5 The Mediating Role of Perceived Privacy Risk 824.6 Moderated Mediation Model 844.7 The Mediating Role of Privacy Concern 864.8 The Moderating Role of Privacy Cynicism 895. Discussion 995.1 The Effect of Disclosure Nudge 1005.2 The Moderating Effect of Social-proof Nudge 1015.3 The Effect of Privacy Concern 1045.4 The Moderating Role of Privacy Cynicism 1055.5 Theoretical Implications 1085.6 Practical Implications 1115.7 Limitation and Future Research 1135.8 Conclusion 117References 119Appendixes 145Appendix A: Questionnaire of Pretest One 145Appendix B: Questionnaire of Pretest Two 148Appendix B: Stimulus Materials of the Main Study 151Appendix D: Questionnaire of the Main Study 153 zh_TW dc.format.extent 7301488 bytes - dc.format.mimetype application/pdf - dc.source.uri (資料來源) http://thesis.lib.nccu.edu.tw/record/#G0109461001 en_US dc.subject (關鍵詞) 數位助推 zh_TW dc.subject (關鍵詞) 隱私計算 zh_TW dc.subject (關鍵詞) 隱私疑慮 zh_TW dc.subject (關鍵詞) 揭露意願 zh_TW dc.subject (關鍵詞) 隱私犬儒主義 zh_TW dc.subject (關鍵詞) 電商推薦系統 zh_TW dc.subject (關鍵詞) 個人化服務 zh_TW dc.subject (關鍵詞) Digital nudging en_US dc.subject (關鍵詞) Privacy calculus en_US dc.subject (關鍵詞) Privacy concern en_US dc.subject (關鍵詞) Disclosure intention en_US dc.subject (關鍵詞) Privacy cynicism en_US dc.subject (關鍵詞) E-commerce recommender system en_US dc.subject (關鍵詞) Personalized service en_US dc.title (題名) 拆解隱私悖論：以隱私計算理論探討電商平台推薦系統之數位助推效果 zh_TW dc.title (題名) Debunking the Mystery of Privacy Paradox: Examining the Effectiveness of Digital Nudging in E-commerce Recommender System from a Privacy Calculus Perspective en_US dc.type (資料類型) thesis en_US dc.relation.reference (參考文獻) Acquisti, A. 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