政大機構典藏-National Chengchi University Institutional Repository(NCCUR):Item 140.119/131499

政大機構典藏-National Chengchi University Institutional Repository(NCCUR):Item 140.119/131499

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Title:	從隱私計算理論探討個人化服務對隱私資訊揭露之影響 How Personalized Services Affect Disclosure of Personal Information: A privacy calculus perspective
Authors:	徐愛茹 Hsu, Ai-Ju
Contributors:	梁定澎彭志宏 Liang, Ting-Peng Peng, Chih-Hung 徐愛茹 Hsu, Ai-Ju
Keywords:	隱私計算理論個人化服務感知資訊關聯資訊敏感度調節焦點 Information privacy Personalized services Privacy calculus Relevance theory Regulatory focus theory
Date:	2020
Issue Date:	2020-09-02 11:47:41 (UTC+8)
Abstract:	網路高度普及的時代來臨，加上人工智慧、大數據分析等應用的蓬勃發展，企業得以將握有的大量數據加以處理運用後，提供更符合消費者的個人化服務。但近年來隱私意識逐漸高漲，且個人化服務涉及不少隱私資訊的揭露，消費者在享受個人化及保護個人資料兩者間需要做出取捨，了解消費者如何做出隱私相關決策以找出平衡點也成為企業的重要課題。本研究鑒於個人化服務在現今數位環境中的重要性，以及與隱私議題的密切關係，將感知資訊關聯加入隱私計算理論以建構一擴充模型，探討在個人化服務中，不同因素對於使用者個人資訊揭露的影響，另將資訊敏感度設為干擾變數，進一步觀察是否會干擾感知資訊關聯性對感知風險及利益的關聯，也加入了調節焦點理論中的調節焦點為另一干擾變數，探討不同調節焦點下，感知利益及風險對個人資訊揭露意圖之間的關係是否會被干擾而有所不同。本研究使用問卷調查法在網路上發放問卷後，透過SmartPLS 3對回收之樣本以結構方程模式分析，並確認信度與效度後，對研究架構進行假說的檢定，研究結果發現感知資訊關聯會正向顯著影響感知利益、負向顯著影響感知風險，干擾變數調節焦點的效果則不顯著，表示不同調節焦點的人不會對感知利益及風險對個人資訊揭露意圖之間的關係有放大或縮小的效果，資訊敏感度則會調節感知資訊關聯與感知利益的關係。 Personalized services play a significant role in the current digital environment and have a close relationship with privacy issues. This research combines perceived information relevance and privacy calculus theory to build an expanded model to discuss how perceived information relevance impacts perceived benefits and perceived risks in personalized services. Regulatory focus of the user is treated as a moderator to discuss whether the regulatory focus (promoting focus/prevention focus) affect the impact of the perceived benefits and perceived risks on the intention to disclose personal information. This research adopted the online experimental method that recruited subjects to fill out questionnaires via online distribution. The collected data was analyzed using SmartPLS 3 to conduct structural equation modeling. Upon ascertaining reliability and validity and hypothesis testing on the research framework, the results indicate that perceived information relevance has a significant positive impact on perceived benefits while having a significant negative impact on perceived risks. On the other hand, the moderating variable-regulatory focus does not have a significant effect, while the effects of perceived information relevance on perceived benefits were moderated by information sensitivity.
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Description:	碩士國立政治大學資訊管理學系 107356029
Source URI:	http://thesis.lib.nccu.edu.tw/record/#G0107356029
Data Type:	thesis
DOI:	10.6814/NCCU202001598
Appears in Collections:	[Department of MIS] Theses

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