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題名 開放銀行潮流下，民眾對於金融科技產品的資料分享態度—以集保 e手掌握 APP為例
Examining Public Attitudes towards Data Sharing on FinTech Products under the Trend of Open Banking: A Case Study of the CHEP e-Handle APP作者 徐詩雅
Hsu, Shih-Ya貢獻者 朱斌妤
Chu, Pin-Yu
徐詩雅
Hsu, Shih-Ya關鍵詞 開放銀行
資料分享意願
資訊隱私權
集保e手掌握APP
Open Banking
Willingness of Data Sharing
Information Privacy
CHEP e-Handle APP日期 2024 上傳時間 1-Mar-2024 14:19:15 (UTC+8) 摘要 在2008年全球金融危機發生後，民眾對於銀行的不信任感提高、國際的金融監理法令趨於嚴謹，以及銀行為了降低營運成本等因素，加速了金融科技的發展。金融服務也因為資通訊科技的快速發展進而驅動了許多數位創新應用服務，與此同時衍生出蓬勃的「金融科技」並帶動開放銀行的浪潮。開放銀行最重要的概念就是需要在「消費者同意/授權」的基礎之下，將消費者的資料透過開放應用程式介面與第三方服務業者進行「資料共享」，進而開發出創新的金融服務產品。本研究認為，若想要順利推動開放銀行，最重要的莫非是消費者的「資料分享行為」，因此本研究旨在探究民眾資料分享意願之影響因素，並以我國開放銀行第二階段的案例—集保e手掌握APP作為研究個案，同時探討民眾使用金融科技產品的影響因素。 本研究進行文獻檢閱並輔以計畫行為理論設計出問卷架構，透過問卷調查法探究影響消費者願意進行個人資料分享的因素以及各因素之間的關係及影響程度。本研究使用結構方程模型對回收的998份具有集保APP使用經驗的問卷進行分析，研究結果發現，信任、利己目的、主觀規範都會對APP使用意圖產生正向顯著影響；風險感知及個人隱私態度會對資料分享意願產生負向顯著影響、APP使用意圖則是會對資料分享意願產生正向顯著影響；信任會對於風險感知產生負向的顯著影響；還發現是否具有「集保APP使用經驗」在各個構面之間都具有顯著差異。 最後，本研究藉由研究結果對我國開放銀行提出四項建議：第一，建議我國政府的監管機構建立一個具統一標準且透明、安全、易於消費者理解的隱私政策，並建立專責窗口以加強民眾的信任及資訊隱私；第二，可以對相關金融科技產品進行「利己導向的服務優化」，藉以提高民眾的APP使用意願；第三，應跟上國際立法趨勢，例如歐盟的《一般資料保護規則(General Data Protection Regulation, GDPR)》等相關國際法規，我國《個人資料保護法》應與時俱進的修法，保障民眾隱私權並解決民眾對於使用金融科技產品時的潛在疑慮；第四，進行開放銀行政策教育宣導，在教育體系中推動數位素養教育，以增強民眾對於資訊安全和隱私保護的認知。
After the financial crisis and global economic recession in 2008, the public's distrust of banks increased, international financial supervision laws became more stringent, and banks' efforts to reduce operating expenses accelerated the development of financial technology (FinTech). Financial services have also driven many digital innovative services due to the development of Information and Communications Technology. At the same time, FinTech has been derived and driven the wave of Open Banking. The most important concept of Open Banking is to "share" data owners’ personal information with Third-Party Service Provider (TSP) through Open Application Programming Interface (Open API) on the basis of " data owners' consent/authorization", thereby developing innovative financial services or products. This study believes that if we want to successfully promote Open Banking, the most important thing is consumers' "Behavior of Data Sharing". Therefore, the purpose of this study is to explore the factors affecting public's willingness to share personal information, and use the case of the second phase of open banking in Taiwan —CHEP e-Handle APP as a research case to explore the influencing factors of public's intention of FinTech products. This study conducted literature review and used the Theory of Planned Behavior to design questionnaire structure, and used Questionnaire Survey to explore the factors that effect consumers' willingness of sharing personal information, as well as the relationship between each factor and the influence degree. This study used Structural Equation Modeling (SEM) to analyze 998 collected questionnaires with experience in using CHEP e-Handle APP. The results shoe that Trust, Self-interested purpose, and Subjective Norms will have a positive and significant impact on APP usage intention; Perceived Risk and Attitude of Personal Privacy will have a negative and significant impact on the Willingness of Data Sharing, and APP usage intention will have a positive and significant impact on the Willingness of Data Sharing; Trust will have a negative and significant impact on Perceived Risk; it was also found that whether have "CHEP e-Handle APP usage experience" are significant differences between each factors. Based on the research results, this study proposes four suggestions for Open Banking in Taiwan: First, it is recommended that Financial Supervisory Commission R.O.C. should establish a privacy policy with unified standards that is transparent, secure, and easy for consumers to understand, and also set up a task group to strengthen public's trust and information privacy; Second, " egoism-oriented service optimization" can be carried out on relevant FinTech products to increase public's willingness to use APPs; Third, we should keep up with international legislative trends, such as the European Union's "General Data Protection Regulation (GDPR)" and other relevant international regulations, Taiwan’s "Personal Data Protection Law" should keep pace with the times, to protect public's privacy and resolve public's potential doubts about the use of FinTech products; Fourth, promote digital literacy education in the education system and conduct education and publicity on Open Banking policies to enhance public awareness of information security and privacy protection.參考文獻 一、中文文獻 AI金融科技協會（2021）。你知道什麼是開放銀行（Open banking）嗎？參考日期：2023年3月，檢自：https://www.aifintechtw.com/article?article=42。 Alex Chang（2020）。FinTech觀點，到底什麼是Open Banking？參考日期：2023年3月，檢自：https://reurl.cc/XL2XYa。 Brett King (2018). 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國立政治大學
公共行政學系
109256022資料來源 http://thesis.lib.nccu.edu.tw/record/#G0109256022 資料類型 thesis dc.contributor.advisor 朱斌妤 zh_TW dc.contributor.advisor Chu, Pin-Yu en_US dc.contributor.author (Authors) 徐詩雅 zh_TW dc.contributor.author (Authors) Hsu, Shih-Ya en_US dc.creator (作者) 徐詩雅 zh_TW dc.creator (作者) Hsu, Shih-Ya en_US dc.date (日期) 2024 en_US dc.date.accessioned 1-Mar-2024 14:19:15 (UTC+8) - dc.date.available 1-Mar-2024 14:19:15 (UTC+8) - dc.date.issued (上傳時間) 1-Mar-2024 14:19:15 (UTC+8) - dc.identifier (Other Identifiers) G0109256022 en_US dc.identifier.uri (URI) https://nccur.lib.nccu.edu.tw/handle/140.119/150276 - dc.description (描述) 碩士 zh_TW dc.description (描述) 國立政治大學 zh_TW dc.description (描述) 公共行政學系 zh_TW dc.description (描述) 109256022 zh_TW dc.description.abstract (摘要) 在2008年全球金融危機發生後，民眾對於銀行的不信任感提高、國際的金融監理法令趨於嚴謹，以及銀行為了降低營運成本等因素，加速了金融科技的發展。金融服務也因為資通訊科技的快速發展進而驅動了許多數位創新應用服務，與此同時衍生出蓬勃的「金融科技」並帶動開放銀行的浪潮。開放銀行最重要的概念就是需要在「消費者同意/授權」的基礎之下，將消費者的資料透過開放應用程式介面與第三方服務業者進行「資料共享」，進而開發出創新的金融服務產品。本研究認為，若想要順利推動開放銀行，最重要的莫非是消費者的「資料分享行為」，因此本研究旨在探究民眾資料分享意願之影響因素，並以我國開放銀行第二階段的案例—集保e手掌握APP作為研究個案，同時探討民眾使用金融科技產品的影響因素。 本研究進行文獻檢閱並輔以計畫行為理論設計出問卷架構，透過問卷調查法探究影響消費者願意進行個人資料分享的因素以及各因素之間的關係及影響程度。本研究使用結構方程模型對回收的998份具有集保APP使用經驗的問卷進行分析，研究結果發現，信任、利己目的、主觀規範都會對APP使用意圖產生正向顯著影響；風險感知及個人隱私態度會對資料分享意願產生負向顯著影響、APP使用意圖則是會對資料分享意願產生正向顯著影響；信任會對於風險感知產生負向的顯著影響；還發現是否具有「集保APP使用經驗」在各個構面之間都具有顯著差異。 最後，本研究藉由研究結果對我國開放銀行提出四項建議：第一，建議我國政府的監管機構建立一個具統一標準且透明、安全、易於消費者理解的隱私政策，並建立專責窗口以加強民眾的信任及資訊隱私；第二，可以對相關金融科技產品進行「利己導向的服務優化」，藉以提高民眾的APP使用意願；第三，應跟上國際立法趨勢，例如歐盟的《一般資料保護規則(General Data Protection Regulation, GDPR)》等相關國際法規，我國《個人資料保護法》應與時俱進的修法，保障民眾隱私權並解決民眾對於使用金融科技產品時的潛在疑慮；第四，進行開放銀行政策教育宣導，在教育體系中推動數位素養教育，以增強民眾對於資訊安全和隱私保護的認知。 zh_TW dc.description.abstract (摘要) After the financial crisis and global economic recession in 2008, the public's distrust of banks increased, international financial supervision laws became more stringent, and banks' efforts to reduce operating expenses accelerated the development of financial technology (FinTech). Financial services have also driven many digital innovative services due to the development of Information and Communications Technology. At the same time, FinTech has been derived and driven the wave of Open Banking. The most important concept of Open Banking is to "share" data owners’ personal information with Third-Party Service Provider (TSP) through Open Application Programming Interface (Open API) on the basis of " data owners' consent/authorization", thereby developing innovative financial services or products. This study believes that if we want to successfully promote Open Banking, the most important thing is consumers' "Behavior of Data Sharing". Therefore, the purpose of this study is to explore the factors affecting public's willingness to share personal information, and use the case of the second phase of open banking in Taiwan —CHEP e-Handle APP as a research case to explore the influencing factors of public's intention of FinTech products. This study conducted literature review and used the Theory of Planned Behavior to design questionnaire structure, and used Questionnaire Survey to explore the factors that effect consumers' willingness of sharing personal information, as well as the relationship between each factor and the influence degree. This study used Structural Equation Modeling (SEM) to analyze 998 collected questionnaires with experience in using CHEP e-Handle APP. The results shoe that Trust, Self-interested purpose, and Subjective Norms will have a positive and significant impact on APP usage intention; Perceived Risk and Attitude of Personal Privacy will have a negative and significant impact on the Willingness of Data Sharing, and APP usage intention will have a positive and significant impact on the Willingness of Data Sharing; Trust will have a negative and significant impact on Perceived Risk; it was also found that whether have "CHEP e-Handle APP usage experience" are significant differences between each factors. Based on the research results, this study proposes four suggestions for Open Banking in Taiwan: First, it is recommended that Financial Supervisory Commission R.O.C. should establish a privacy policy with unified standards that is transparent, secure, and easy for consumers to understand, and also set up a task group to strengthen public's trust and information privacy; Second, " egoism-oriented service optimization" can be carried out on relevant FinTech products to increase public's willingness to use APPs; Third, we should keep up with international legislative trends, such as the European Union's "General Data Protection Regulation (GDPR)" and other relevant international regulations, Taiwan’s "Personal Data Protection Law" should keep pace with the times, to protect public's privacy and resolve public's potential doubts about the use of FinTech products; Fourth, promote digital literacy education in the education system and conduct education and publicity on Open Banking policies to enhance public awareness of information security and privacy protection. 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 研究目的與問題 8 第三節 研究流程 9 第二章 文獻探討 11 第一節 開放銀行概念及我國推行進程 11 第二節 數位人權及相關個人資料保護法規 29 第三節 APP使用意圖及資料分享行為之影響因素 38 第三章 研究設計 47 第一節 研究架構及研究方法 47 第二節 研究對象及問卷發放時程 50 第三節 操作型定義及問卷題項 53 第四章 資料分析 65 第一節 敘述統計 65 第二節 信效度檢驗及模型配適度 85 第三節 模型分析及假設驗證 94 第五章 研究結論與建議 97 第一節 研究發現與討論 97 第二節 政策建議 103 第三節 研究限制與未來研究建議 107 參考文獻 111 一、中文文獻 111 二、外文文獻 115 附錄一 完整版問卷內容 123 zh_TW dc.format.extent 5438481 bytes - dc.format.mimetype application/pdf - dc.source.uri (資料來源) http://thesis.lib.nccu.edu.tw/record/#G0109256022 en_US dc.subject (關鍵詞) 開放銀行 zh_TW dc.subject (關鍵詞) 資料分享意願 zh_TW dc.subject (關鍵詞) 資訊隱私權 zh_TW dc.subject (關鍵詞) 集保e手掌握APP zh_TW dc.subject (關鍵詞) Open Banking en_US dc.subject (關鍵詞) Willingness of Data Sharing en_US dc.subject (關鍵詞) Information Privacy en_US dc.subject (關鍵詞) CHEP e-Handle APP en_US dc.title (題名) 開放銀行潮流下，民眾對於金融科技產品的資料分享態度—以集保 e手掌握 APP為例 zh_TW dc.title (題名) Examining Public Attitudes towards Data Sharing on FinTech Products under the Trend of Open Banking: A Case Study of the CHEP e-Handle APP en_US dc.type (資料類型) thesis en_US dc.relation.reference (參考文獻) 一、中文文獻 AI金融科技協會（2021）。你知道什麼是開放銀行（Open banking）嗎？參考日期：2023年3月，檢自：https://www.aifintechtw.com/article?article=42。 Alex Chang（2020）。FinTech觀點，到底什麼是Open Banking？參考日期：2023年3月，檢自：https://reurl.cc/XL2XYa。 Brett King (2018). 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