臺灣博碩士論文加值系統

釵h探討網路購物的文獻中，我們不難發現信任（trust）是影響顧客進行網路購物的一大因素，若是缺少信任，人們將會在送出訂單的前一刻將瀏覽器關閉；而進行網路購物時所要填寫的個人隱私資料（如身份證字號、銀行帳戶、地址等），也就是隱私顧慮（privacy concerns），是另外一項需要關注的議題，購物網站若沒有辦法替顧客的隱私資料把關，顧客永遠只會停留在瀏覽階段。
本研究以網路信任及網路隱私顧慮作為兩大主軸，並依過去六個月購滿的次數將顧客區分成初始顧客（initial customers）與重複顧客（repeat customers），除了驗證個別模式的解釋能力外，亦探討那些因素對這兩種顧客而言皆是相當重要的。本研究採用網路問卷調查法收集樣本資料，研究對象為有網路購物經驗的使用者，共收集到1609份有效問卷，其中294份屬於初始樣本，1315份屬於重複樣本，資料分析使用結構方程模式（Structural Equation Modeling）的線性結構關係模式（Lisrel）驗證研究假說，研究結果如下所述：
1. 網路隱私顧慮與使用/再使用意向無直接相關，而是透過網路信任的建立才會與使用/再使用意向相關。
2. 與初始顧客最有相關的三項因素依序為「制度基礎—結構上保證」、「認知基礎」與「網路隱私顧慮」。
3. 與重複顧客最有相關的三項因素依序為「顧客滿意」、「制度基礎—結構上保證」與「認知基礎」。

It is well-known that trust is an important factor during online shopping. Lacking of trust, we will close the browser before delivering the order. Shopping online, we need to provide our personal privacy data, such as ID number, bank accounts, address etc, which are so called privacy concerns, is another topic we need to explore. If the online venders can not protect customers’ privacy data, customers will just browsing the website, without shopping online.
The mainframe of this research is Internet Trust and Internet Privacy Concerns, and customers are divided into initial and repeat customers according to the times shopping online during the past six months. Not only identifies the each model, but aims at the trust building factor for both initial and repeat customers. Survey data collected from 1609 respondents, where 294 are initial customers and 1315 are repeat customers, were analyzed using structual equation modeling (SEM) with Lisrel and provided support for the hypothesized relationships. The findings of this research are as follows:
1. Internet Privacy Concerns are not directly related to Use/Reuse Intenion, but through the Internet Trust.
2. “Institution-based -- Structual Assurance”, “Cognition-based” and “Internet Privacy Concerns” are the most important factors for initial customers.
3. “Customer Satisfaciton”, “Institution-based -- Structual Assurance” and “Cognition-based” are the most important factors for repeat customers.

第一章 緒論 1
第一節 研究背景與動機 1
第二節 研究目的與問題 2
第三節 研究流程 3
第四節 預期之成果與貢獻 3
第二章 文獻探討 5
第一節 信任 5
第二節 影響信任的因素 10
第三節 顧客滿意 14
第四節 隱私顧慮 15
第五節 影響隱私顧慮的因素 17
第六節 理性行為理論 19
第三章 研究方法 21
第一節 研究架構 21
第二節 變數操作型定義 27
第三節 問卷設計 30
第四節 資料分析方法 34
第四章 資料分析方法 37
第一節 樣本結構分析 37
第二節 統計基本假設檢定與信度、效度分析 43
第三節 衡量模式的檢測 49
第四節 LISREL結構模式分析 60
第五章 結論與建議 69
第一節 研究發現與探討 69
第二節 研究建議 74
第三節 研究貢獻 75
第四節 研究限制 76
第五節 未來研究方向 77
參考文獻 78
附錄一 研究問卷 84
附錄二 變異數矩陣 91

[1] 邱皓政，“結構方程模式─LISREL的理論、技術與應用”，雙業書廊，民國92年。
[2] 黃芳銘，“結構方程模式理論與應用”，五南圖書，民國92年。
[3] Ajzen, I. and Fishbein, M. “Understanding Attitudes and Predicting Social Behavior,” Prentice-Hall, Englewood Cliffs, NJ, 1980.
[4] Anderson, E. W. and Sullivan, M. W. “The Antecedents and Consequences of Customer Satisfaction for Firms,” Marketing Science (12:2), 1993, pp. 125-143.
[5] Awad, N. F. and Krishnan, M. S. “The Personalization Privacy Paradox: an Empirical Evaluation of Information Transparency and the Willingness to Be Profiled Online for Personalization,” MIS Quarterly (30:1), 2006, pp. 13-28.
[6] Boyer, K. K., Olson, J. R., Calantone, R. J., and Jackson, E. C. “Print versus electronic surveys: a comparison of two data collection methodologies,” Journal of Operations Management (20:4), 2002, pp. 357-373.
[7] Bhattacherjee , A. “Individual Trust in Online Firms: Scale Development and Initial Test,” Journal of Management Information Systems (19:1), 2002, pp. 211-241.
[8] Bhattacherjee , A. “Understanding Information Systems Continuance: An Expectation-Confirmation Model,” MIS Quarterly (25:3), 2001, pp. 351-370.
[9] Churchill Jr., G. A. and Surprenant, C. “An Investigation Into the Determinants of Customer Satisfaction,” Journal of Marketing Research (19:4), 1982, pp. 491-504.
[10] Culnan, M. J. and Armstrong, P. K. “Information Privacy Concerns, Procedural Fairness, and Impersonal Trust: An Empirical Investigation,” Organization Science (10:1), 1999, pp. 104-115.
[11] Dabholkar, P. A., Shepherd, C. D. and Thorpe, D. I. “A Comprehensive Framework for Service Quality: An Investigation of Critical Conceptual and Measurement Issues Through a Longitudinal Study,” Journal of Retailing (76:2), 2000, pp. 139-173.
[12] Davis, F. D., Bagozzi, R. P. and Warshaw, P. R. “User Acceptance of Computer Technology: a Comparison of Two Theoretical Models,” Management Science (35:8), 1989, pp. 982-1003.
[13] DeVellis, R. F. “Scale development,” Newbury Park, CA: Sage Publications, 1991.
[14] Dinev, T. and Hart, P. “An Extended Privacy Calculus Model for E-Commerce Transactions,” Information Systems Research (17:1), 2006, pp. 61-80.
[15] Dinev, T. and Hart, P. “Internet Privacy Concerns and Social Awareness as Determinants of Intention to Transact,” International Journal of Electronic Commerce (10:2), 2005-6, pp. 7-29.
[16] Dinev, T. and Hart, P. “Internet Privacy Concerns and Their Antecedents – Measurement Validity and a Regression Model,” Behaviour and Information Technology (23:6), 2004, pp. 413-422.
[17] Faja, S. and Trimi, S. “Influence of the Web Vendor''s Interventions on Privacy-Related Behaviors in E-Commerce,” Communications of AIS (2006:17), 2006, pp. 2-68.
[18] Fishbein, M. and Ajzen, I. “Belief, Attitude, Intention and Behavior: an Introduction to Theory and Research,” Addison-Wesley Publishing Company, Reading, MA, 1975.
[19] Federal Trade Commission (May 2000) , “Privacy Online: Fair Information Practices in the Electronic Marketplace: A Federal Trade Commission Report to Congress,” Washington, D.C, online at: http://www.ftc.gov/reports/privacy2000/privacy2000.pdf [accessed 4 September 2007].
[20] Fornell, C., and Larcker, D. F. “Evaluating Structural Equation Models with Unobservable Variables and Measurement Error,” Journal of Marketing Research (18:1), 1981, pp. 39-50.
[21] Fung, R. K. K., and Lee, M. K. O. “EC-trust (Trust in Electronic Commerce): Exploring the Antecedent Factors.” In Proceedings of America Conference of Information System, 1999.
[22] Gefen, D. “E-commerce: the Role of Familiarity and Trust,” Omega (28:6), 2000, pp. 725-737.
[23] Gefen, D., Karahanna, E. and Straub, D. W. “Trust and Tam in Online Shopping: an Integrated Model,” MIS Quarterly (27:1), 2003, pp. 51-90.
[24] Gerbing, D. W., and Anderson, J. C. “An Updated Paradigm for Scale Development Incorporating Unidimensionality and Its Assessment,” Journal of Marketing Research (25:2), 1988, pp. 186-192.
[25] Grazioli, S. and Jarvenpaa, S. L. “Consumer and Business Deception on the Internet: Content Analysis of Documentary Evidence,” International Journal of Electronic Commerce (7:4), 2003, pp. 93-118.
[26] Greene, S. P. and Kamimura, M. “Tie That Bind: Enhanced Social Awareness Development Through Interactions with Diverse Peers,” Paper presented at the annual meeting of the Association for the Study of Higher Education, Portland, OR, 2003, pp. 213-228.
[27] Hair, Joseph F., Ralph E. Anderson, Ronald L. Tatham, and William C. Black. “Multivariate Data Analysis,” 5th ed. Upper Saddle River, NJ: Prentice Hall, 1998.
[28] Hoelter, J.W., “The analysis of covariance structures: Goodness-of-fit indices,” Sociological Methods and Research (11:3), 1983, pp. 325-344.
[29] Hoffman, D. L., Novak, T. P. and Peralta, M. A. “Information Privacy in the Marketspace: Implications for the Commercial Uses of Anonymity on the Web,” Information Society (15:2), 1999, pp. 129-139.
[30] Holmes, J. G. “Trust and the Appraisal Process in Close Relationships,” In: Jones, W.H., Perlman, D. (Eds.), Advances in Personal Relationships, vol. 2. Jessica Kingsley, London, 1991, pp. 57-104.
[31] Jarvenpaa, S. L., Tractinsky, N., and Saarinen, L. “Consumer Trust in an Internet Store: A Cross-Cultural Validation,” Journal of Computer-Mediated Communication (5:2), 1999, pp. 1-33.
[32] Jones, G. R. and George, J. M. “The Experience and Evolution of Trust: Implications for Cooperation and Teamwork,” Academy of Management Review (23:3), 1998, pp. 531-546.
[33] Juang, W.-S., Lei, C.-L. and Liaw, H.-T. “Privacy and Anonymity Protection with Blind Threshold Signatures,” International Journal of Electronic Commerce (7:2), 2002-3, pp. 143-157.
[34] Kim, H.-W., Xu, Y. and Koh, J. “A Comparison of Online Trust Building Factors between Potential Customers and Repeat Customers,” Journal of the Association for Information Systems (5:10), 2004, pp. 392-420.
[35] Koufari, M., and Hampton-Sosa, W. “The Development of Initial Trust in an Online Company by New Customers,” Information and Management (41:3), 2004, pp. 377-397
[36] Lewicki, R. J. and Bunker, B. B. “Trust in Relationships: A model of Trust Development and Decline,” in Conflict, Cooperation, and Justice, B. Bunker and J. Rubin (eds.), San Francisco: Jossey-Bass, 1995.
[37] Lim, K. H., Sia, C. L., Lee, M. K. O. and Benbasat, I. “Do I Trust You Online, and If So, Will I Buy? An Empirical Study of Two Trust-Building Strategies,” Journal of Management Information Systems (23:2), 2006, pp. 233-266.
[38] Liu, C., Marchewka, J. T., Lu, J. and Yu, C.-S. “Beyond Concern: a Privacy-Trust-Behavioral Intention Model of Electronic Commerce,” Information and Management (42:1), 2005, pp. 127-142.
[39] Luhmann, N. “Trust and Power,” John Wiley & Sons, Chichester, England, 1979.
[40] Malhotra, N. K., Sung, S. K. and Agarwal, J. “Internet Users'' Information Privacy Concerns (IUIPC): The Construct, the Scale, and a Causal Model,” Information Systems Research (15:4), 2004, pp. 336-355.
[41] Mayer, R. C., Davis, J. H. and Schoorman, F. D. “An Integrative Model of Organizational Trust,” Academy of Management Review (20:3), 1995, pp. 709-734.
[42] McKnight, D. H. and Chervany, N. L. “What Trust Means in E-Commerce Customer Relationships: An Interdisciplinary Conceptual Typology,” International Journal of Electronic Commerce (6:2), 2001-2, pp. 35-59.
[43] McKnight, D. H., Choudhury, V. and Kacmar, C. “Developing and Validating Trust Measures for e-Commerce: An Integrative Typology,” Information Systems Research (13:3), 2002a, pp. 334-359.
[44] McKnight, D. H., Choudhury, V. and Kacmar, C. “The Impact of Initial Consumer Trust on Intentions to Transact with a Web Site: a Trust Building Model,” Journal of Strategic Information Systems (11:3-4), 2002b, pp. 297-323.
[45] McKnight, D. H., Cummings, L. L. and Chervany, N. L. “Initial Trust Formation in New Organizational Relationships,” Academy of Management Review (23:3), 1998, pp. 473-490.
[46] Nunnally, J. C. “Psychometric Theory,” 2nd ed, New York: McGraw-Hill, 1978.
[47] Oliver, R. L. “Cognitive, Affective, and Attribute Bases of the Satisfaction Response,” Journal of Consumer Research (20:3), 1993, pp. 418-430.
[48] Oliver, R. L. “Measurement and Evaluation of Satisfaction Processes in Retail Settings,” Journal of Retailing (57:3), 1981, pp. 25-48.
[49] Oliver, R. L. “A Cognitive Model of the Antecedents and Consequences of Satisfaction Decisions,” Journal of Marketing Research (17:4), 1980, pp. 460-469.
[50] Pavlou, P. A., Huigang, L. and Yajiong, X. “Understanding and Mitigating Uncertainty in Online Exchange Relationships: a Principal--Agent Perspective,” MIS Quarterly (31:1), 2007, pp. 105-136.
[51] Pavlou, P. A. and Gefen, D. “Building Effective Online Marketplaces with Institution-Based Trust,” Information Systems Research (15:1), 2004, pp. 37-59.
[52] Pavlou, P. A. “Consumer Acceptance of Electronic Commerce: Integrating Trust and Risk with the Technology Acceptance Model,” International Journal of Electronic Commerce (7:3), 2003, pp. 101-134.
[53] Rousseau, D. M., Sitkin, S. B., Burt, R. S., and Camerer, C. “Not so Different After All: a Cross-Discipline View of Trust,” Academy of Management Review (23:3), 1998, pp. 393-404.
[54] Singh, J. and Sirdeshmukh, D. “Agency and Trust Mechanisms in Consumer Satisfaction and Loyalty Judgments,” Journal of the Academy of Marketing Science (28:1), 2000, pp. 150-167.
[55] Singleton, R., Jr., Straits, B. C., Straits, M. M. and McAllister, R. J. “Approaches to Social Research,” New York: Oxford University Press, 1988.
[56] Smith, H. J., Milberg, S. J. and Burke S. J. “Information Privacy: Measuring Individuals'' Concerns About Organizational Practices,” MIS Quarterly (20:2), 1996, pp. 167-196.
[57] Spreng, R. A., MacKenzie, S. B. and Olshavsky, R. W. “A reexamination of the Determinants of Consumer Satisfaction,” Journal of Marketing (60:3), 1996, pp. 15-32.
[58] Stewart, K. J. “How Hypertext Links Influence Consumer Perceptions to Build and Degrade Trust Online,” Journal of Management Information Systems (23:1), 2006, pp. 183-210.
[59] Suh, B., and Han, I. “The Impact of Customer Trust and Percepiton of Security Control on the Acceptance of Electronic Commerce,” International Journal of Electronic Commerce (7:3), 2003, pp. 135-161.
[60] Tavani, H. T. and Moor, J. H. “Privacy Protection, Control of Information and Privacy Enhancing Technologies,” Computers and Society (31:1), 2001, pp. 6-11.
[61] Tillman, B. “Internet Privacy Legislation Emerges,” Information Management Journal (36:5), 2002, pp. 14-18.
[62] UCLA Center for Communication Policy “The UCLA Internet Report Surveying the Digital Future,” online at: http://www.digitalcenter.org/pages/site_content.asp?intGlobalId=20, 2000, 2001, 2003 [accessed 4 September 2007].
[63] USC Annenberg School Center for the Digital Future “Online World As Important to Internet Users as Real World? ,” online at: http://www.digitalcenter.org/pages/current_report.asp?intGlobalId=19, 2007 [accessed 4 September 2007].
[64] USC Annenberg School Center for the Digital Future “The Digital Future Report Surveying the Digital Future,” online at: http://www.digitalcenter.org/pages/site_content.asp?intGlobalId=20, 2004 [accessed 4 September 2007].
[65] Van Dyke, T. P., Midha, V. and Nemati, H. “The Effect of Consumer Privacy Empowerment on Trust and Privacy Concerns in E-Commerce,” Electronic Markets (17:1), 2007, pp. 68-81.
[66] Wathieu, L., Brenner, L., Carmon, Z., Drolet, A., Gourville, J., Muthukrishnan, A. V., Novemsky, N. and Wu, G. “Consumer Control and Empowerment: A Primer,” Marketing Letter (13:3), 2002, pp. 297-305.
[67] Warren, S. V. and Brandeis, L. D. “The Right to Privacy,” Harvard Law Review (4:5), 1890, pp. 193-220.
[68] Westbrook, R. A. and Westbrook, R. A. “Product/ Consumption-Based Affective Responses and Postpurchase Processes,” Journal of Marketing Research (24:3), 1987, pp. 258-270.
[69] Westin, A. F. “Privacy and freedom,” Atheneum, New York, NY, 1967.