網路隱私顧慮及網站信任對使用意向之影響─比較初始顧客及重複顧客之觀點

The Effects of Internet Privacy Concerns and Website Trust on Online Shopping Intension-A Comparison between Initial and Repeat Customers

10.6382/JIM.201207.0509

廖則竣(Che-Chen Liao)；陶蓓麗(Pui-Lai To)；劉玉萍(Yu-Ping Liu)；蕭銘偉(Ming-Wei Hsiao)；黃姮儀(Hen-Yi Huang)

信任 ； 網路隱私顧慮 ； 網路購物 ； 初始顧客 ； 重複顧客 ； Trust ； Internet Privacy Concerns ； Online Shopping ； initial customers ； repeat customers

資訊管理學報

19卷3期（2012 / 07 / 01）

509 - 531

繁體中文

信任是影響顧客使用網站購物的重要因素，然而由於企業萃取顧客資訊能力之進步、及消費者對個人隱私資訊意識提升，購物網站除須能安全完成交易外，亦須讓消費者感到個人隱私不會因此受到侵犯，方能移除消費者使用網路購物的疑慮。本研究同時探討顧客對網站之信任與對網路的隱私顧慮及其前因，並針對顧客的經驗，將顧客分成初始顧客與重複顧客進行分析，從文獻建構適合此兩類顧客的研究模式並分別加以驗證。本研究以網路問卷調查具有網路購物經驗的使用者，以結構方程模式進行驗證，研究結果成功的驗證隱私顧慮會降低顧客對網站的信任程度，顧客對網站未來使用意向則同時受到信任及隱私顧慮的影響；在同一網站購物經驗較少的顧客其隱私顧慮較易受其網路素養程度、隱私授權程度及網路素養之影響，然而網路素養的影響會在顧客經驗增加後降低；而購物經驗較多的顧客其對網站之信任評估準則較經驗少的顧客涵蓋層面更為廣泛，本文最後依研究結果提出管理意涵及建議。

Trust has been considered as a determinant of using shopping websites for consumers. While the improvement of retrieving customers' information for companies and rise of consumers' awareness in individual's privacy, a shopping website should not only fulfill the transaction but also ease the customers' privacy concerns. This study tries to combine both website trust and Internet privacy concerns as the antecedents of the intention of using shopping websites. We construct and compare two research models for initial and repeat customers according to the experience of online shopping over the past six months. We not only verify the two models with large scale experienced respondents, but aim at the moderating effects within the results constructs. Collected online survey data are analyzed with structural equation modeling (SEM)- Smart PLS. The results demonstrate that the internet privacy concerns have significant impact on trust and use/reuse intention for different experience customers. The major sources of internet privacy concern for initial customers are social awareness, privacy empowerment. The Internet literacy is critial for initial customers whereas the impact is reduced on repeat customers. In addition, the impact of privacy concern and internet literacy on initial customers is heavier than on repeat customers. The trust evaluation spectrum for repeat customers is wider than initial customers. Implication and research suggestion are also provided.

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