- 學位論文
哆啦A夢的任意門–探討消費者訂閱虛擬私人網路之原因
Doraemon's Dokodemo Door: Exploring the Reasons for Consumers' Subscription to Virtual Private Networks
摘要
在早期虛擬私人網路(VPN)的靈活性及便利性深受政府及企業所愛。隨著網際網路的普及和資訊安全意識的提升，VPN業者也提供VPN產品服務供一般民眾訂閱使用，其中網路安全性及遠距存取技術作為VPN產品的主要功能也吸引了不少的消費者訂閱其服務。近年來，許多意見領袖受到VPN業者的邀請進行廣告宣傳，藉由發揮意見領袖的影響力，吸引更多消費者訂閱，而現在消費者除了會觀看意見領袖的宣傳，線上反饋機制平台上的網友評論，也是影響著消費者作出訂閱購買決策。本研究透過推敲可能性模型(ELM)理論框架，探討消費者在訂閱VPN產品時的決策思路，本研究對訂閱或使用過VPN產品的消費者進行問卷調查，並使用統計軟體SPSS及SmartPLS分析。 研究結果顯示中央路徑的資訊安全及遠距存取技術皆能對VPN產品信任產生影響，然而周邊路徑的線上反饋機制並未能對VPN產品信任產生影響，但是意見領袖則能對VPN產品信任產生影響。表示消費者在選購VPN產品時，雖會受到周邊路徑的意見領袖影響，但更多會受到中央路徑的VPN技術所影響。此外，任務科技－契合度雖能在資訊安全及產品信任之間產生調節作用，但未能在遠距存取技術及產品信任之間產生信任，表示消費者不認為遠距存取技術能夠增加對VPN產品的信任。而個人－品牌契合度可在意見領袖及產品信任之間產生調節作用，表示消費者會傾向於選擇更能展現出個人價值觀的產品或品牌。
並列摘要
Initially favored by governments and enterprises for their flexibility and convenience, Virtual Private Networks (VPNs) have become popular among the general public due to the widespread adoption of the Internet and increasing information security awareness. Key features like internet information security and remote access attract many consumers. Recently, VPN manufacturers have leveraged opinion leaders to promote their products, significantly impacting consumer decisions alongside online user reviews. This study uses the Elaboration Likelihood Model (ELM) to explores consumer decision-making when purchasing VPN products. Surveys of VPN users were analyzed with SPSS and SmartPLS. The results show that central route factors, information security, and remote access significantly influence VPN product trust. However, online feedback mechanisms do not significantly impact trust, while opinion leaders do. The findings suggest that while consumers are influenced by the peripheral route of opinion leaders when selecting VPN products, they are more significantly influenced by the central route factors of VPN technology. Task-technology fit moderates the relationship between information security and product trust but not between remote access and product trust. Additionally, self-brand congruity moderates the influence of opinion leaders on product trust, indicating a preference for brands that align with personal values.