探討感知價值在個性化推薦服影響購買意願過程的中介效果 ——以隱私自我效能為調節變數

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周晨潔(Chen-Jie-Zhou) 查詢紙本館藏

畢業系所

企業管理學系

論文名稱

探討感知價值在個性化推薦服影響購買意願過程的中介效果 ——以隱私自我效能為調節變數

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至系統瀏覽論文 (2026-6-12以後開放)

摘要(中)

近年來，隨著互聯網和大數據技術在商業中的廣泛應用，各種平臺為追求競爭優勢而將每年投資總行銷預算的一半以上用於個性化推薦，以期望給消費者提供更為優質的服務。然而，由此帶來的消費者對隱私問題的擔憂日益凸顯，隱私問題逐漸成為商業和社會生活中一個重要的議題，特別是在行銷領域，隨著企業個性化推薦的普及，如何在保護消費者隱私的前提下實現個性化推薦，已成為行銷研究領域的重要挑戰。
目前，國際學術界針對此主題進行了大量研究，累積了豐富的研究成果。然而在國內研究成果相對較少，因此，本研究試圖從社會交換理論和動機保護理論的角度出發，建立一個新的研究架構，探討隱私風險感知的前因及其對購買意願的影響。儘管先前的研究表明，隱私風險感知對購買意願造成了威脅，但本研究核心在於引入感知價值和隱私自我效能進行探討，以觀察結論是否會改變。
本研究採用線上填寫問卷的形式，透過問卷星和Google表單，共回收了246份大陸有效樣本和257份台灣有效樣本。研究結果表明，隱私關注和威脅評估會直接對購買意願產生負面影響，並增加對隱私風險的感知，但隱私風險感知與購買意願之間的關係不顯著，感知價值在其中扮演了完全中介的作用。此外，研究發現隱私自我效能在調節隱私關注和隱私風險感知、威脅評估和隱私風險感知、隱私風險感知和感知價值，以及感知價值和購買意願之間的關係中起著顯著作用。具體而言，當消費者的隱私自我效能感知程度提高時，可以有效地減輕隱私關注和隱私風險感知、威脅評估和隱私風險感知之間的負面影響，進而促進消費者對於個性化推薦的感知價值和購買意願。

摘要(英)

In recent years, with the widespread application of the Internet and big data technology in business, various platforms have invested more than half of their total marketing budget in personalized recommendations each year in pursuit of competitive advantages, in order to provide better services. However, the resulting consumer concerns about privacy issues have become increasingly prominent, and consumer privacy issues have gradually become an important issue in business and social life, especially in the field of marketing. Realizing personalized recommendation under the premise of protecting consumer privacy has become an important challenge in the field of marketing research.
At present, the international academic community has conducted a lot of research on this topic and accumulated rich research results. However, there are relatively few research results in China. Therefore, this study attempts to establish a new research framework from the perspective of social exchange theory and motivation protection theory to explore the antecedents of perceived privacy risks and their impact on purchase intentions. Although previous studies have shown that perceived privacy risk poses a threat to purchase intentions, the core of this study is to introduce perceived value and privacy self-efficacy to explore to see if the conclusions will change.
This study used the form of online questionnaire filling, and collected 246 valid samples from mainland China and 257 valid samples from Taiwan through Questionnaire Star and Google Form. The findings show that privacy concerns and threat assessments directly negatively affect purchase intention and increase perception of privacy risk, but the relationship between privacy risk perception and purchase intention is not significant, and perceived value plays a fully mediated role in it . In addition, the study found that privacy self-efficacy plays a significant role in mediating the relationship between privacy concern and privacy risk perception, threat assessment and privacy risk perception, privacy risk perception and perceived value, and perceived value and purchase intention. Specifically, when consumers′ perception of privacy self-efficacy increases, it can effectively alleviate the negative impact between privacy concerns and privacy risk perceptions, threat assessment and privacy risk perceptions, thereby promoting consumers′ perceived value of personalized recommendations. and purchase intention.

關鍵字(中)

★ 個性化推薦
★ 隱私關注
★ 隱私感知風險
★ 感知價值
★ 電商購買意願
★ 隱私自我效能

關鍵字(英)

論文目次

中文摘要 i
Abstract ii
誌謝 iii
目錄 iv
圖目錄 vi
表目錄 vii
一、緒論 1
1-1 研究背景 1
1-2 研究動機 3
1-3 研究目的 4
二、文獻探討 6
2-1 個性化推薦 6
2-1-1 定義 6
2-1-2 個性化推薦的優勢 6
2-2 社會交換理論 7
2-3 保護動機理論 11
2-4 隱私關注 14
2-5 購買意願 17
2-6 小結 18
三、研究方法 19
3-1 研究流程 19
3-2 研究架構與假設 21
3-2-1 隱私關注與隱私風險感知之關係 22
3-2-2 威脅評估與隱私風險感知之關係 23
3-2-3 隱私風險感知與購買意願之關係 23
3-2-4 感知價值在隱私風險感知與購買意願中的中介作用 24
3-2-5 隱私關注與購買意願之關係 26
3-2-6 威脅評估與購買意願之關係 27
3-2-7 自我效能的調節作用 27
3-3 研究設計 30
3-3-1 研究對象與資料搜集 30
3-3-4 問卷前測及校正 32
3-3-5 正式調查 32
四、研究結果 34
4-1 敘述性統計 34
4-1-1 人口統計相關敘述性分析 34
4-1-2 用戶電商平臺使用情況描述性統計 35
4-2 信效度分析 39
4-3 路徑分析 43
4-3-1 感知價值的中介效果 44
4-3-2 自我效能的調節效果 50
4-4 假設檢驗匯總 55
五、結論與建議 56
5-1 結論 56
5-2 管理意涵 57
5-3 研究限制 59
5-4 研究建议 59
參考文獻 61
附錄一問卷 74

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指導教授

張東生(Dong-Shang-Chang)

審核日期

2023-6-13

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