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系統識別號 U0026-0402201516342100
論文名稱(中文) 隱私關注與其他相關因素對雲端儲存使用者之持續使用意願影響研究
論文名稱(英文) The Effects of Privacy Concern and Other Related Factors to the Continuance Use among Cloud Storage Users
校院名稱 成功大學
系所名稱(中) 國際經營管理研究所碩士在職專班
系所名稱(英) Institute of International Management (IIMBA--Master)(on the job class)
學年度 103
學期 1
出版年 104
研究生(中文) 鍾欣芸
研究生(英文) Hsin-Yun Chung
學號 RA7991178
學位類別 碩士
語文別 英文
論文頁數 108頁
口試委員 指導教授-陳正忠
召集委員-林清河
口試委員-王鈿
中文關鍵字 隱私關注  信任  雲端儲存服務  使用意願  溝通隱私管理理論  DeLone and McLean理論  資訊系統成功模型 
英文關鍵字 Privacy concerns  Trust  Cloud storage service  Intention to use  Communication privacy management  DeLone and McLean theory  IS success model 
學科別分類
中文摘要 在IT科技領域中,雲端服務是其中發展最迅速的產業之一,隨著智慧手機與電腦攜帶裝置的普及化,消費者對雲端儲存容量如多媒體資料、個人資訊、行事曆、或其他工作相關資料的需求遽增。在消費者在享受雲端系統的便利時,卻也同時擔心雲端儲存的安全性,且學者也指出在電子商務領域,消費者對隱私的擔憂亦是造成電子商務相關銷售下滑的關鍵原因之一。
然而,有鑒於在先前研究中,學者在探討雲端相關議題時,多限於個人使用者領域,而缺乏對組織使用者與隱私關注之相關研究。為使研究更加周延,本文將針對探討個人與組織使用者對雲端隱私關注與擔憂,及影響使用者持續使用意願之因素。本研究應用溝通隱私管理理論與資訊系統成功模型,來探討使用者的隱私相關議題。在收集與分析雲端儲存使用者之相關問卷資料後,本研究發現隱私關注確實會對使用者對雲端持續使用意願造成相當程度之影響。
英文摘要 Could computing service is a fast growing industry in IT market. With the increasing usage of smartphone and multi-computer device, consumers are craving for large storage capacity to storage data including multimedia, personal document, schedule or other work related files. Users are tend to acquire larger space in storage and enjoy the convenience of the cloud storage service, but they still worry about service security issues while adopting cloud storage service. Therefore, privacy concerns are considered as a major issue restricting e-commerce growing and decreasing sales from internet (Dinev & Hart, 2006).
However, it is limited in individual usage in prior studies, and the linkage of organizational users and privacy concerns in cloud storage service is still missing. In order to fill the gap, we try to explore users’ privacy issue in both individual and organizational level in this research. Besides, communication privacy management (CPM) and information system (IS) theory are utilized in exploring privacy issue in cloud storage service. After analyzing the data of organizational and personal users, our study reconfirm the privacy issue is crucial for users’ intention in adopting the cloud storage service.
論文目次 ABSTRACT I
摘要 II
ACKNOWLEDGMENTS III
TABLE OF CONTENTS IV
LIST OF TABLES IX
LIST OF FIGURES X
CHAPTER ONE INTRODUCTION 1
1.1 Research Background. 1
1.2 Research Motivation. 3
1.2.1 Introduction of Cloud Computing. 3
1.2.2 Privacy Concern. 4
1.2.3 Research Motivation. 4
1.3 Research Objective. 6
1.4 Research Structure. 6
1.5 Research Procedure. 7
CHAPTER TWO LITERATURE REVIEW 9
2.1 Theoretical Foundation. 9
2.1.1 Communication Privacy Management Theory. 9
2.1.2 DeLone and McLean’s Theory. 10
2.1.3 Post-Adoptive Theory. 11
2.2 Construct Definition for Individual Users. 12
2.2.1 Perceived Effectiveness of Privacy Policy (PP). 12
2.2.2 Perceived Effectiveness of Industry Self-Regulation (ISR). 12
2.2.3 Perceived Privacy Control (CONT). 13
2.2.4 Perceived Privacy Risk (RISK). 14
2.2.5 Disposition to Value Privacy (DTVP). 14
2.2.6 Cloud Storage Services Privacy Concerns (PC). 15
2.2.7 Intention to Continuance Use Cloud Storage Services (USE). 15
2.2.8 Trust in Cloud Storage Services Provider (T). 15
2.3 Construct Definition for Organizational Users. 16
2.3.1 Information Quality. 16
2.3.2 System Quality. 16
2.3.3 Service Quality. 17
2.3.4 Perceived Usefulness. 17
2.3.5 Continuance Use. 18
2.3.6 User's Satisfaction. 18
2.3.7 Privacy Concern. 19
2.3.8 Security Concern. 19
2.4 Hypotheses Development for Individual Users. 19
2.4.1 Perceived Effectiveness of Privacy Policy and Perceived Privacy Control. 19
2.4.2 Perceived Effectiveness of Privacy Policy and Perceived Privacy Risk. 20
2.4.3 Perceived Effectiveness of Industry Self-Regulation and Perceived Privacy Control. 20
2.4.4 Perceived Effectiveness of Industry Self-Regulation and Perceived Privacy Risk. 21
2.4.5 Perceived Privacy Control and Cloud Storage Services Privacy Concerns. 22
2.4.6 Perceived Privacy Control and Trust in Cloud Storage Services Provider. 22
2.4.7 Perceived Privacy Risk and Cloud Storage Service Privacy Concerns. 22
2.4.8 Perceived Privacy Risk and Trust in Cloud Storage Services Provider. 23
2.4.9 Disposition to Value Privacy and Cloud Storage Services Privacy Concerns. 23
2.4.10 Cloud Storage Services Privacy Concerns and Intention to Continuance Use Cloud Storage Services. 24
2.4.11 Cloud Storage Services Privacy Concerns and Trust in Cloud Storage Services Provider. 24
2.4.12 Trust in Cloud Storage Services Provider and Intention to Continuance Use Cloud Storage Services. 25
2.5 Hypotheses Development for Organizational Users. 25
2.5.1 Information Quality and Continuance Use. 25
2.5.2 Information Quality and User's Satisfaction. 26
2.5.3 System Quality and Continuance Use. 26
2.5.4 System Quality and User's Satisfaction. 27
2.5.5 Service Quality and Continuance Use. 27
2.5.6 Service Quality and User's Satisfaction. 28
2.5.7 Perceived Usefulness and Continuance Use. 29
2.5.8 User's Satisfaction and Continuance Use. 29
2.5.9 Security Concern and Privacy Concern. 29
2.5.10 Security Concern and Continuance Use. 30
2.5.11 Privacy Concerns and Continuance Use. 30
CHAPTER THREE RESEARCH DESIGN AND METHODOLOGY 32
3.1 Conceptual Model. 32
3.1.1 Conceptual Model of Individual User. 35
3.1.2 Conceptual Model of Organization User. 36
3.2 Hypotheses to be Tested for Individual Users. 36
3.3 Hypotheses to be Tested for Organizational Users. 37
3.4 Questionnaire Design. 38
3.5 Sampling Plan. 44
3.6 Data Analysis Method. 45
CHAPTER FOUR RESEARCH ANALYSIS RESULTS 47
4.1 Sample Analysis. 47
4.1.1 Data Collection. 47
4.1.2 Characteristics of Respondents. 48
4.2 Descriptive Analysis. 59
4.3 Result of Partial Least Square (PLS) Analysis. 63
4.3.1 Convergent Validity. 63
4.3.2 Discriminant Validity. 66
4.3.3 R Square. 68
4.3.4 Path Coefficient. 69
CHAPTER FIVE CONCLUSION AND SUGGESTIONS 73
5.1 Research Result. 73
5.2 Research Conclusions. 75
5.2.1 Conclusion of Individual User. 75
5.2.2 Unsupported Hypotheses Discussions of Individual User. 76
5.2.3 Conclusion of Organizational User. 77
5.2.4 Unsupported Hypotheses Discussions of Organizational User. 78
5.2.5 Conclusion Comparison. 79
5.3 Managerial Implications and Contributions. 80
5.4 Research Limitations and Further Research Suggestions. 83
REFERENCES 85
APPENDICES 93
Appendix 1: Questionnaires for Individual User Survey-English. 93
Appendix 2: Questionnaires for Organizational User Survey-Chinese. 97
Appendix 3: Questionnaires for Organizational User Survey-English. 100
Appendix 4: Questionnaires for Organizational User Survey-Chinese 103
Appendix 5: Output by PLS of Individual User 107
Appendix 6: Output Bootstrapping by PLS of Individual User 107
Appendix 7: Output by PLS of Organizational User 108
Appendix 8: Output Bootstrapping by PLS of Organizational User 108
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