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研究生:連婉宜
研究生(外文):Lien, Wan-Yi
論文名稱:以隱私計算模型探討使用者於餐飲外送平台中自我揭露之因素
論文名稱(外文):Using Privacy Calculus Theory to explore intention to disclose personal information via food ordering and delivery platform
指導教授:簡睿哲簡睿哲引用關係
指導教授(外文):Jean, Ruey-Jer
口試委員:簡睿哲連勇智白佩玉
口試委員(外文):Jean, Ruey-JerLien, Yung-ChihBai, Pei-Yu
口試日期:2021-01-19
學位類別:碩士
校院名稱:國立政治大學
系所名稱:國際經營與貿易學系
學門:商業及管理學門
學類:貿易學類
論文種類:學術論文
論文出版年:2021
畢業學年度:109
語文別:中文
論文頁數:77
中文關鍵詞:餐飲外送平台隱私計算模型自我揭露認知需求
外文關鍵詞:Food ordering and delivery platformPrivacy calculusSelf-disclosureNeed for cognition
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  餐飲外送平台產業近年來發展迅速,加上2019新冠肺炎疫情影響,民眾減少外出與人群接觸的頻率,使餐飲外送風氣更加盛行。在使用餐飲外送平台的過程中,常會牽涉到個人隱私資訊交換議題,因此,本研究由個人隱私議題的角度出發,以隱私計算模型(Privacy Calculus Model)作為研究架構基礎,探討使用者於餐飲外送平台中自我揭露之因素,並得出以下結果:

1.折價券效果與知覺利益之間具有正向關係

2.個人化程度同時與知覺利益和知覺風險之間具有正向關係,亦即個人化會同時產生使用者自我揭露的好處和壞處,故增加個人化功能需要考慮的因素會較其他面向更為複雜

3.信任與知覺風險間具有負向關係

4.隱私顧慮與知覺風險間具有正向關係

5.認知需求會在知覺利益與自我揭露意願的正向關係中產生負向的調節效果,即使用者的認知需求愈高,其知覺利益與自我揭露意願的正向關係愈弱
Food ordering and delivery platform services have grown rapidly in recent years. Due to the impact of COVID-19, people reduced the frequency of going out and contacting with each other, and this made food delivery services more popular. In the process of using food ordering and delivery platform, personal privacy information exchange issues are often involved. Therefore, this study started with the perspective of personal privacy issues and used Privacy Calculus Model as the research framework to discuss users’ intention to disclose personal information via food ordering and delivery platform. The main conclusions are as following:

1.The effect of discount coupons is positive related to perceived benefits.

2.Personalization is positive related to perceived benefits and perceived risks. This implies that more factors should be considered when adding personalization functions.

3.Trust is negative related to perceived risks.

4.Privacy concern is positive related to perceived risks.

5.Need for cognition has a negative moderation effect on the relationship between perceived benefits and intention to disclose personal information.
第一章 緒論 1
第一節 研究背景與動機 1
第二節 研究問題與目的 4
第二章 文獻探討 5
第一節 自我揭露 5
第二節 隱私計算模型 10
第三節 個人化 10
第四節 認知需求 11
第五節 資訊不對稱 13
第三章 研究架構及假說 15
第一節 研究架構 15
第二節 研究假說 16
第四章 研究方法 22
第一節 各項變數定義與衡量 22
第二節 資料收集與樣本來源 28
第三節 資料分析工具與方法 29
第五章 資料分析 31
第一節 樣本數與受訪者基本資料 31
第二節 因素分析 33
第三節 信度分析 42
第四節 相關分析 43
第五節 假說驗證:迴歸分析 45
第六節 假說驗證結果統整 50
第六章 結論與建議 52
第一節 研究結果討論 52
第二節 實務建議 55
第三節 研究限制與未來研究方向 57
參考文獻 59
附錄 研究問卷 68
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