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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. This study provides numerous theoretical and practical implications, and puts forward some limitations and directions for future research.
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描述 碩士
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-Syuanen_US
dc.contributor.author (Authors) 朱翊榕zh_TW
dc.contributor.author (Authors) Chu, I-Jungen_US
dc.creator (作者) 朱翊榕zh_TW
dc.creator (作者) Chu, I-Jungen_US
dc.date (日期) 2023en_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) G0109461001en_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) 109461001zh_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 1
1.1 Research Background 1
1.2 Research Objectives 6
2. Literature Review 10
2.1 Nudging Theory 10
2.1.1 Background and Definition 10
2.1.2 Digital Nudging 14
2.1.3 Digital Nudging in E-commerce Transaction 18
2.2 Theory of Interactive Media Effect (TIME) 20
2.2.1 Cue Route of Disclosure and Social-proof Nudge 23
2.3 Privacy Calculus 25
2.3.1 Privacy Perception Related to E-commerce 28
2.3.2 Privacy Paradox 31
2.4 Hypotheses Development 33
2.4.1 The Effect of Disclosure Nudges on Willingness to Self-disclose 34
2.4.2 The Effect of Social-proof Nudge 38
2.4.3 Privacy Concern 40
2.4.4 The Moderating Role of Privacy Cynicism 42
3. Methodology 46
3.1 Research Framework 46
3.2 Research Method 48
3.2.1 Experimental Design 48
3.2.2 Samples 50
3.2.3 Stimuli Development 50
3.2.3.1 Product Type 50
3.2.3.2 Recommender System 51
3.2.3.3 Manipulation of Digital Nudges 53
3.3 Pretests 57
3.3.1 Pretest One 57
3.3.1.1 Purpose 57
3.3.1.2 Design 58
3.3.1.3 Participant, procedure, and measures 59
3.3.1.4 Results 59
3.3.2 Pretest Two 61
3.3.2.1 Purpose 61
3.3.2.2 Design 62
3.3.2.3 Participant and procedure 62
3.3.2.4 Results 64
3.4 Main Study 66
3.4.1 Participants 67
3.4.2 Procedure 67
3.4.3 Measures 68
3.4.3.1 Manipulation checks 69
3.4.3.2 Perceived Privacy Risk 70
3.4.3.3 Privacy Concern 70
3.4.3.4 Willingness to Provide Personal Data to Proceed with the Transaction 71
3.4.3.5 Privacy Cynicism 71
3.4.3.6 Control Variables 71
4. Result 73
4.1 Descriptive Statistics 73
4.2 Reliability Analysis 75
4.3 Manipulation Check 76
4.4 The Effects of Disclosure Nudge and Social-proof Nudge 78
4.5 The Mediating Role of Perceived Privacy Risk 82
4.6 Moderated Mediation Model 84
4.7 The Mediating Role of Privacy Concern 86
4.8 The Moderating Role of Privacy Cynicism 89
5. Discussion 99
5.1 The Effect of Disclosure Nudge 100
5.2 The Moderating Effect of Social-proof Nudge 101
5.3 The Effect of Privacy Concern 104
5.4 The Moderating Role of Privacy Cynicism 105
5.5 Theoretical Implications 108
5.6 Practical Implications 111
5.7 Limitation and Future Research 113
5.8 Conclusion 117
References 119
Appendixes 145
Appendix A: Questionnaire of Pretest One 145
Appendix B: Questionnaire of Pretest Two 148
Appendix B: Stimulus Materials of the Main Study 151
Appendix D: Questionnaire of the Main Study 153		zh_TW
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dc.format.mimetype application/pdf-
dc.source.uri (資料來源) http://thesis.lib.nccu.edu.tw/record/#G0109461001en_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 nudgingen_US
dc.subject (關鍵詞) Privacy calculusen_US
dc.subject (關鍵詞) Privacy concernen_US
dc.subject (關鍵詞) Disclosure intentionen_US
dc.subject (關鍵詞) Privacy cynicismen_US
dc.subject (關鍵詞) E-commerce recommender systemen_US
dc.subject (關鍵詞) Personalized serviceen_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 Perspectiveen_US
dc.type (資料類型) thesisen_US
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