| dc.description.abstract | 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. | en_US |