臺灣博碩士論文加值系統

資訊安全事件隨著資訊科技的發展，發生的頻率越來越高。面對資安威脅隨時都存在的情況，採用資安系統成為重要的對策。不論是擔任購買角色的企業，或是銷售角色的廠商，都需要瞭解影響採用資安系統的因素，唯有員工或消費者採用系統才能達成他們的目標。然而，傳統IT採用的研究著重於實質效益，如有用性和易用性，這些觀點卻不適用於強調防護功用的資安系統上。因此，本研究欲探討哪些因素才能有效地促進消費者採用資安系統，影響過程為何，並且這些影響結果是否會隨著消費者特性不同而改變。我們依據恐懼訴求（fear appeal）的研究提出五個假說，採用實驗室實驗法進行檢驗。結果顯示，恐懼程度、威脅類型和資訊類型皆為影響消費者採用資安系統的因素，提升廣告態度可產生使用意圖，個人涉入程度會干擾影響的過程。

As there are many events about information security violation, adoption of information security systems becomes an important preventative measure. Although the general public has become increasingly aware of the importance, many people still encounter these system are not utilized. For example, employees do not incorporate this system into their projects, or customers do not purchase the products recommended by a system developer. What factors influence these results is the key topic we explore. In this study, we examine how processes of emotional influence shape information security systems adoption among potential consumers, what factors work more effectively, and how such influence effects vary across a user population. Drawing on the fear appeal, we manipulated three type, fear level, threat type, and information type, as motivating factors of system adoption. These factors are linked to attitude toward the ad and adoption intention, the core drivers of advertisement effectiveness. We further examined how these influence processes were moderated by consumers’ involvement of the product. Five hypotheses thus developed were empirically validated using a laboratory experiment. This study found that fear appeal and its three types are factors influencing consumers’ adoption, and involvement moderates the influence processes.

第一章 緒論 1
第一節 研究背景 1
第二節 研究動機 3
第三節 研究目的 5
第二章 文獻探討 7
第一節 資訊安全系統 7
第二節 恐懼訴求 8
第三節 保護動機 10
第四節 廣告態度的中介角色 11
第五節 涉入 13
第三章 研究模型與假說 14
第一節 研究架構 14
第二節 研究假說 15
第四章 研究設計 20
第一節 變數的操弄與衡量 20
第二節 問卷設計 23
第三節 實驗流程與設計 24
第五章 資料分析 30
第一節 樣本的基本資料分析 30
第二節 各變項的敘述性統計分析 32
第三節 問卷信效度分析 33
第四節 操弄檢定 35
第五節 假說檢定 36
第六章 結論與建議 42
第一節 結論 42
第二節 討論和貢獻 45
第三節 研究限制和未來研究建議 47
參考文獻 49
附錄 一 55

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