付款方式對網購消費者隱私在意程度影響

Payment Methods Affecting Privacy Concerns

洪玉茹(Yu-Ju Hung)；梁直青(Chih-Chin Liang)；謝政佑(Cheng-Yo Hiseh)

網路購物 ； 隱私風險 ； 支付方式 ； online shopping ； privacy risk ； payment method

東吳經濟商學學報

100期（2020 / 06 / 01）

31 - 59

繁體中文

在網路購物過程中，不同支付方式亦應面對不同的交易風險。亦即當消費者決定購買時，支付隱私安全風險過高可能影響消費者的購買決策。本研究透過實驗室實驗法來衡量在不同種支付方式下，消費者個資隱私權風險認知對購買決策之差異性，並使用網路層級分析法測出消費者隱私程度權重。單因子變異數分析結果顯示不同支付方式對隱私風險沒有顯著差異。依隱私權重區分隱私風險並以卡方檢定再次檢測不同種支付方式對隱私風險的差異性，結果顯示亦無顯著差異。先付或後付的付款方式的隱私在意程度亦沒有顯著差異。但儲值支付方式則對後測隱私風險有顯著差異。本研究應用皮爾森相關係數分析進一步針對其他知覺風險與隱私風險間的關聯性進行分析，其結果顯示社會風險與隱私風險呈現負相關。後續研究可考慮納入其他知覺風險搭配實驗法來進行驗證與比較，使得相關研究能趨於完善。

In an online shopping, consumers in choosing payment methods often have trading risks. Consumers worried about their online security, and such a risk leads consumer purchase decisions. The results of study show that no significant difference between the purchase risk and the different payment methods for the purchase decision. Therefore, this study deduces that privacy risk may have no significant impact on purchasing decisions. Additionally, customers have concerns on privacy when they are using third-party deposit payment. The results show that functional risk is negatively correlated with privacy risk. Finally, this study suggests that future studies can combine with other perceptual risks to find the more customer concerns.

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