| 摘要: | 隨著智慧型手機的用戶快速成長，行動網路普及率大增，越來越多的銀行業務都可
以透過手機來完成，也能夠提供客製化的服務給顧客。當銀行開始涉及每個人的生活時，
勢必需要存取客戶的隱私資訊，此時使用者是否願意分享隱私資料給銀行的問題也相對
受到重視。本研究透過行動銀行資訊分享模型（Mobile bank Information Sharing Model,
MBIS Model），探討當銀行提供不同的隱私機制時，是否能夠提升使用者對於隱私資訊
的分享意圖？研究方法根據隱私機制的不同而設計兩種問卷，調查對象為對金融產品、
銀行產業有初步認知者、且目前不願意分享個人的資訊隱私。
研究結果發現，透過隱私機制確實可以提升使用者對行動銀行的信任知覺以及降低
使用時的知覺風險態度，進而影響後續的使用意圖知覺，但不同的隱私機制有不同的效
果，提供隱私機制類別為「隱私賦權」會有較顯著的效果。期望本研究能夠在未來銀行
在推行行動服務時，提供適當的決策方向，降低顧客個人隱私資訊的顧慮，並提升對行
動銀行的使用意圖知覺。;Along with the rapid growth of smart phone users, mobile Internet penetration increased,
more and more of banking service can be done by smart phone, it can also provide customized
services to customers. When mobile bank began to touch everyone′s life, it will access the
customer′s private information, and in this time, it will be the important issue whether user is
willing to share the private information. In this study, sharing information through mobile
banking model (Mobile bank Information Sharing Model, MBIS Model), to explore when
banks offer different privacy mechanism, the user is able to enhance the privacy of
information shared intention? Methods depending on privacy mechanisms to design two kinds
of questionnaire survey for the subjects who is interesting in financial products, banking
industry, and unwilling to share personal information private.
The results found that through the mechanism of privacy can really enhance the user′s
trust perception and reduce perceived risk perception, indirect effecting subsequent intended
use perception, but different privacy mechanisms have different effects, providing privacy
mechanism category "Privacy empowerment" will be more significant effect. This study
expected when the mobile bank service will be implemented in the future, providing
appropriate policy direction, to reduce customer concerns about the privacy of personal
information, and to enhance the use of mobile banking intentions. |
