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系統識別號 U0026-1006201821193300
論文名稱(中文) 探討台灣消費者提供隱私資訊意願於行動支付之影響因素─採社會交換的觀點
論文名稱(英文) The Influential Factors of Consumers’ Willingness to Provide Privacy Information for Mobile Payment in Taiwan: From the Perspective of Social Exchange
校院名稱 成功大學
系所名稱(中) 資訊管理研究所
系所名稱(英) Institute of Information Management
學年度 106
學期 2
出版年 107
研究生(中文) 王世任
研究生(英文) Shih-Jen Wang
學號 R76051113
學位類別 碩士
語文別 中文
論文頁數 97頁
口試委員 指導教授-鄭詩瑜
口試委員-林清河
口試委員-王維聰
中文關鍵字 社會交換理論  互惠  信任  隱私資訊 
英文關鍵字 social exchange theory  reciprocity  trust  privacy information 
學科別分類
中文摘要 由於行動支付廠商擁有使用者個人及交易等隱私資訊,因而引發消費者對資訊安全與隱私的顧慮。過去行動支付相關研究,多著墨在消費者的使用意圖上,而很少探討消費者提供隱私資訊的意願(Dahlberg et al., 2015)。因此,本研究以社會交換理論為基礎,探討台灣消費者提供隱私資訊意願於行動支付之影響因素,並驗證影響因素間的關係。本研究以國內手機行動支付的現有及潛在消費者為研究對象,並針對智慧型手機的使用者進行問卷調查,共回收382份有效問卷,透過結構方程模型進行資料分析,以驗證所提出的8個研究假說。本研究實證樣本分為整體樣本與分組樣本兩類,而分組樣本再區分為具有及不具行動支付使用經驗的兩組樣本。
研究結果顯示,雖然具有行動支付使用經驗的消費者,在提供隱私資訊的意願上高於不具使用經驗者,但不論消費者是否具有使用經驗,提供隱私資訊的意願皆不高。此外,本研究透過實驗設計的分析結果,發現行動支付廠商提供優惠方案,雖可提高消費者提供隱私資訊的意願,但在統計上效果不顯著,驗證互惠並無法直接提高提供隱私資訊的意願。
在研究假說驗證方面,感知利益及感知成本對互惠的影響,分別為正向及負向的假說皆可以成立。而互惠對信任為正向影響的假說,以及信任對提供隱私資訊意願為正向影響的假說亦可以成立。但經過中介效果的檢驗發現,信任為互惠與提供隱私資訊意願間的完全中介變數,表示互惠必須完全透過信任的機制,方能對提供隱私資訊的意願形成影響。感知成本對提供隱私資訊意願為負向影響的假說可以成立;但感知利益對提供隱私資訊意願為正向影響的假說,在不具使用經驗的樣本組無法成立,因此該假說為部分成立。此外,透過兩組分組樣本的比較,發現行動支付廠商所提供的優惠,對不具使用經驗的消費者更重要;而影響消費者使用行動支付的關鍵因素,分別為感知利益與感知成本,且以感知成本的影響較大。
英文摘要 By adopting the social exchange theory, the objectives of this research are to explore the influential factors of consumers’ willingness to provide privacy information for mobile payment in Taiwan and to verify the relationships among the factors. A total of 382 valid questionnaires are collected and structural equation model analysis is performed to verify the eight research hypotheses. The results show that the influence of perceived benefit and perceived cost on reciprocity is positive and negative respectively, while reciprocity has the greatest positive influence on trust. The largest factor affecting the willingness to provide privacy information is the positive influence of trust, followed by the negative impact of perceived cost and the positive impact of perceived benefit. Trust is a complete mediator between reciprocity and willingness to provide privacy information. Besides, the key factors for consumers to use mobile payment are perceived benefit and perceived cost, especially the latter.
論文目次 摘要 I
Summary II
目錄 VII
表目錄 IX
圖目錄 XI
第一章 緒論 1
第一節 研究背景與動機 1
第二節 研究目的 3
第三節 研究範圍與限制 5
第四節 研究流程 7
第二章 文獻回顧 8
第一節 國內行動支付市場 8
第二節 行動支付相關文獻 11
第三節 社會交換理論與互惠 13
第四節 信任與隱私 16
第五節 文獻評述 20
第三章 研究方法 22
第一節 研究架構 22
第二節 研究假說 25
第三節 問卷設計 28
第四節 問卷前測分析 36
第五節 資料分析方法 43
第四章 實證分析結果 48
第一節 敘述性統計分析 48
第二節 提供隱私資訊意願的分析 55
第三節 測量模型分析 57
第四節 結構模型分析 62
第五章 結論與建議 77
第一節 研究結果 77
第二節 實務貢獻與建議 81
第三節 研究限制與後續研究方向 84
參考文獻 86
中文部份 86
英文部份 86
附錄一 調查問卷 92
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