政大機構典藏-National Chengchi University Institutional Repository(NCCUR):Item 140.119/135898

政大機構典藏-National Chengchi University Institutional Repository(NCCUR):Item 140.119/135898

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政大典藏 > College of Commerce > Department of International Business > Theses > Item 140.119/135898

Please use this identifier to cite or link to this item: https://nccur.lib.nccu.edu.tw/handle/140.119/135898

Title:	電商網站的隱私條款對話視窗設計對於使用者的影響 The Impact of E-Commerce’S Privacy Policy Window Design on Users’ Perception
Authors:	謝竑胤 Hsieh, Hong-Yin
Contributors:	蘇威傑 Su, Wei-Chieh 謝竑胤 Hsieh, Hong-Yin
Keywords:	個人線上隱私資料隱私條款對話視窗設計企業溝通意願 Online privacy Privacy policy window design Negotiation intention of business
Date:	2021
Issue Date:	2021-07-01 16:04:18 (UTC+8)
Abstract:	本研究探討的問題為「電商網站的隱私條款對話視窗設計對於使用者的影響」，藉此協助企業了解使用者對於隱私條款對話視窗的感受與購買意願間的相關性，並提供未來在和使用者溝通與揭露隱私政策之形式上的建議。在個人隱私資料自主權相關的國際法規已經成形的現今，企業對於使用者網路隱私資料的蒐集與使用必須更清楚透明，才能同時合乎法律規定，並且讓使用者能安心繼續使用企業所提供的網路服務。本研究設計出三種不同溝通意願的電商網站模擬圖，在每個版本的模擬圖皆加入相同的四種商品，並在問卷當中加入「購買意願」、「對話視窗設計帶給受測者的觀感」、「電商網站的溝通意願」、「對於電商網站是否信任」等構面問題並詢問受測者對於隱私資料價值的想法，觀察三種不同版本的模擬圖在這些問題上的分數差異與相關性。根據最終的實驗與統計結果，發現受測者能夠清楚感知電商網站溝通意願的提升，但同時也認為高溝通意願的對話視窗設計對使用上造成干擾，也未因此提升購買意願。而在相同溝通意願的情境下，商品的不同隱私性與購買意願並未出現相關性。此外，對話視窗設計的觀感則會顯著影響受測者的購買意願，其中負面的觀感對於購買意願的影響，較正面的觀感更為強烈。 This study focuses on “The impact of E-commerce’s privacy policy window design on users’ perception”, which helps business understand the relationship between users’ perception to the privacy policy window design and purchase intention and provides suggestion for the privacy policy disclosure and negotiation with the users. Under the implement of international regulations related to the rights of privacy autonomy, business should collect and apply users’ online private data in a more transparent way to meet the regulations and build user-friendly online surroundings. This study designed three simulated E-commerce graphs with different negotiation will and added four same products. In the questionnaire, we designed question groups such as “Purchase intention”, “Perception of window design”, “Negotiation intention of E-commerce”, “Trust of the E-commerce” and questions inquiring test subjects’ viewpoints to the value of private data to observe the difference and relevance of scores in three simulated E-commerce graphs. According to the statistical results, we found that test subjects could sense the promotion of E-commerce’s negotiation intention through the high negotiation intention window, which interfered users’ website browsing and had no influence on users’ purchase intention. Under the same negotiation intention of E-commerce, there was no significant correlation between the privacy difference among the products and the purchase intention. Besides, negative perception of window design affect test subjects’ purchase intention more intensely than positive perception.
Reference:	Acquisti, A., J. Grossklags. 2005b. Uncertainty, ambiguity, and privacy, Proc. 4th Workshop Econom. Inform. Security (WEIS ’05), Cambridge, MA. Gideon, J., S. Egelman, L. Cranor, A. Acquisti. 2006. Power strips, prophylactics, and privacy, oh my! Proc. 2006 Sympos. Usable Privacy and Security SOUPS ’06 . Milne, G. R., M. J. Culnan. 2002. Using the content of online privacy notices to inform public policy: A longitudinal analysis of the 1998–2002 U.S. Web surveys. Inform. Soc. 18(5) 345–359. Privacy & American Business (P&AB).2005. New survey reports an increase in ID theft and decrease in consumer confidence.Conducted by Harris Interactive. Tsai, Janice Y., Serge Egelman, Lorrie Cranor, Alessandro Acquisti, (2011) The Effect of Online Privacy Information on Purchasing Behavior: An Experimental Study. Information Systems Research 22(2):254-268. Trend Labs 趨勢科技全球技術支援與研發中心，2020。什麼是 Cookie？如何管理Cookie，防範網路隱私外洩？https://blog.trendmicro.com.tw/?p=63387 搜尋日期：2021 年 5 月 1 日高敬原，2018。沒有人是局外人！史上最嚴個資法衝擊全球，帶你搞懂什麼是GDPR。https://www.bnext.com.tw/article/49249/gdpr-general-data-protection-regulation-eu-。搜尋日期：2021 年 5 月 1 日翁書婷，2018。白話GDPR：三個面向完全解析。https://www.bnext.com.tw/article/50110/gdpr-overall。搜尋日期：2021 年 5 月 1 日陳曉莉，2020。研究顯示大多數網站的Cookie使用通知並未符合GDPR。https://www.ithome.com.tw/news/135347。搜尋日期：2021 年 5 月 1 日陳君毅，2020。MyData平台上線！戶籍、財產等個人資料一站下載，有什麼好處？資安沒問題？5大QA一次搞懂。https://www.bnext.com.tw/article/58662/mydata-nat-gov。搜尋日期：2021 年 5 月 1 日陳冠榮，2021。Google：淘汰第三方 Cookie 後，不會採用新的追蹤用戶技術。https://technews.tw/2021/03/04/google-says-it-will-not-use-new-ways-of-tracking-you-as-it-phases-out-browser-cookies-for-ads/。搜尋日期：2021 年 5月 1 日蘇文彬，2020。資料自主權風潮當道，衝擊多國政策，更開始吹進臺灣。https://www.ithome.com.tw/news/139395。搜尋日期：2021 年 5 月 1 日蘇文彬，2021。國發會MyData正式上線! 過百項政府個人化資料開放下載，可用銀行晶片金融卡取代自然人憑證進行身分驗證。https://www.ithome.com.tw/news/143860。搜尋日期：2021 年 5 月 1 日
Description:	碩士國立政治大學國際經營與貿易學系 108351016
Source URI:	http://thesis.lib.nccu.edu.tw/record/#G0108351016
Data Type:	thesis
DOI:	10.6814/NCCU202100520
Appears in Collections:	[Department of International Business] Theses

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