博碩士論文 109423052 詳細資訊




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姓名 蔣承勳(CHENG-HSUN CHIANG)  查詢紙本館藏   畢業系所 資訊管理學系
論文名稱 從隱私觀點來探討使用者自我效能對語音助理黏著度的影響
(Exploring the Impact of User Self-efficacy on Stickiness of Voice Assistants from a Privacy Perspective)
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摘要(中) 雖然近年手機語音助理 (Voice assistant)的採用數量大幅增加,但使用者後續能否持續使用才是語音助理服務的關鍵成功因素,為理解影響使用者持續使用語音助理的因素,故本研究以期望確認模型 (Expectation-Confirmation model, ECM)為理論基礎發展研究模型。但本研究認為使用者的持續使用意圖並不直接等於持續使用行為,因此本研究以黏著度構念替換持續使用意圖構念,以代表更為實際的持續使用行為。而又語音助理服務涉及使用者對個人隱私資料的揭露,為了解使用者為何願意揭露個人隱私資料以換取個人化的語音助理服務,故採用隱私計算理論 (Privacy calculus theory)來對期望確認模型進行擴展 (加入隱私確認構念、感知隱私風險構念)。此外,過去研究忽略了使用者心理層面對語音助理持續使用行為的影響,又考量到使用者自我效能 (Self-efficacy)對於緩解創新焦慮的作用,故本研究以語音助理情境的特定自我效能 (隱私自我效能、科技自我效能)為前因去探索其對語音助理服務黏著度 (Stickiness)的影響。

綜上所述,本研究提出一個研究模型來探索使用者自我效能 (隱私自我效能、科技自我效能)是否會透過對語音助理的確認 (隱私確認、績效確認)與感知 (感知隱私風險、感知有用性)對手機語音助理服務的滿意度與持續使用行為產生影響,並探索各人口統計變數 (性別、年齡、教育程度、語音助理使用經驗、語音助理使用頻率)對整個研究模型的調節作用。本研究採用線上問卷調查的方式來收集樣本,總共回收835份有效問卷,並利用偏最小平方法 (Partial Least Square, PLS)來對樣本資料進行分析並驗證模型之假說。研究結果顯示,本研究所提出之研究假說全數成立,隱私自我效能對隱私確認有正面的影響;科技自我效能對績效確認有正面的影響;隱私確認對感知隱私風險有負面的影響;績效確認對感知有用性有正面的影響;感知隱私風險對滿意度有負面的影響;感知有用性對滿意度有正面的影響;滿意度對黏著度有正面的影響。此外,本研究也針對性別、語音助理使用經驗與語音助理使用頻率對特定假說的調節做進一步的檢驗與說明,最後本研究也針對研究中的限制進行討論,並提出未來的研究方向。
摘要(英) In recent years, the emergence of voice assistant has drawn increasing attention as it brings technological freshness and convenience to people and the daily lives. Despite its increasing popularity, the success of voice assistant lies in whether uses are willing to continue to use the service. To understand the factors influencing the continued use of voice assistants, this research adopts the expectation-confirmation model (ECM) as the theoretical basis to develop a research model for investigation. Specifically, the proposed model modifies ECM by replacing continuous use intention with stickiness to better represent the continuous use behavior in this study. As voice assistants involve disclosure of users’ privacy information, this study utilizes the privacy-calculus theory by including privacy confirmation and perceived privacy risk as potential factors to investigate the willingness to use the service given the privacy threat. The model also innovatively considers users′ psychological factors by including two types of user self-efficacy, i.e., privacy and technology self-efficacy in the investigation. A total of 835 questionnaires are collected and are analyzed by using PLS. The findings of the results are highlighted as follows. Firstly, privacy self-efficacy has a positive impact on privacy confirmation, which has a negative impact on perceived privacy risk. Technology self-efficacy has a positive impact on performance confirmation, which is found to also have a positive impact on perceived usefulness. Perceived usefulness and privacy risk have opposite effects on satisfaction, which has a positive effect on stickiness. This study also further illustrates the moderation of specific hypotheses by gender, experience with voice assistants, and frequency of voice assistant usage.
關鍵字(中) ★ 語音助理
★ 期望確認模型
★ 隱私計算理論
★ 自我效能
★ 黏著度
關鍵字(英)
論文目次 目錄
摘要 iii
ABSTRACT iv
目錄 v
表目錄 ix
第一章 緒論 1
1-1 研究背景與研究問題 1
1-2 研究目的與方法 3
1-3 研究範圍與假說 4
1-4 研究架構 4
第二章 文獻探討 6
2-1 現有語音助理文獻 6
2-2 隱私計算理論 (Privacy calculus theory) 11
2-3 期望確認模型 (Expectation-Confirmation model, ECM) 12
2-4 自我效能 (Self-efficacy) 16
2-4-1 隱私自我效能 (Privacy self-efficacy) 18
2-4-2 科技自我效能 (Technological self-efficacy) 19
2-5 確認 (Confirmation) 19
2-5-1 績效確認 (Performance confirmation) 20
2-5-2 隱私確認 (Privacy confirmation) 21
2-6 感知隱私風險 (Perceived privacy risk) 21
2-7 感知有用性 (Perceived usefulness) 22
2-8 滿意度 (Satisfaction) 23
2-9 黏著度 (Stickiness) 23
第三章 研究模型與假說 24
3-1 科技自我效能與績效確認 24
3-2 隱私自我效能與隱私確認 25
3-3 績效確認與感知有用性 25
3-4 隱私確認與感知隱私風險 26
3-5 感知有用性與滿意度 26
3-6 感知隱私風險與滿意度 27
3-7 滿意度與黏著度 28
第四章 研究方法 29
4-1 資料收集與樣本 29
4-2 變數定義 30
4-3 問卷設計 31
4-4 無反應偏差分析 34
4-5 資料分析方法 35
4-6 樣本數需求分析 36
第五章 資料分析與結果 38
5-1 樣本結構分析 38
5-2 樣本特徵分析 38
5-3 測量模型分析 39
5-4 結構模型分析 44
5-5 中介效果分析 48
5-6 多群組分析 50
第六章、結果與討論 53
6-1 結果討論 53
6-2 理論意涵 57
6-3 實務意涵 57
第七章、結論 60
7-1 研究限制與未來發展 60
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指導教授 陳仲儼 審核日期 2022-7-19
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