網路消費者對線上個人隱私態度與提供個人資訊意願之研究

A Study on Consumers'' Attitudes toward Online Privacy and Their Willingness to Provide Personal Information

張嘉豪(Chia-Hao Chang)

指導教授 ： 王小惠 ； 王郁琦

元智大學/資訊學院/資訊社會學研究所/碩士(2001年)

摘要

在企業對顧客（B to C）的電子商務中，建構消費者資料庫以分析消費者購買行為，準確的進行有效行銷，為網路行銷中之要務。然而如此之網路行銷手法，卻引發了線上個人隱私侵犯的顧慮。因此，本研究主要在了解網路消費者對於線上個人隱私的態度，以及其提供個人資訊的意願程度。藉由了解消費者的態度，才能在網路行銷中制定更有利於消費者和企業的行銷策略。
本研究使用網頁問卷的方式來蒐集問卷資料。網頁問卷設置於http://www.infosoc.yzu.edu.tw/pdp/marketing.htm的網址，並在聯合新聞網（http://www.udnnews.com）的首頁以橫幅做超連結，結果共回覆有效問卷884份。
研究結果顯示，如以社會契約的觀點來看，網路消費者會想要知道自己的個人資訊被網站如何使用，也就是想「控制」線上個人隱私的權力；對網站是否產生信任，也會影響其對隱私的考量。網路消費者較願意提供敏感性低的資訊，而較不願意提供如財務資料等高敏感性的資訊。此外，本研究發現，在「社會契約」的「交換」基礎下，消費者也願意透露低敏感性的個人資訊以換取商業網站提供的實質回饋。

關鍵字

線上個人隱私 ； 網路行銷 ； 社會契約理論

並列摘要

It is important for internet marketing to collect consumers’ personal information and analyze their behavior for customize services, but the privacy problems arise. This study aims at consumers’ attitudes toward online privacy and their willingness to provide personal information. By knowing what consumers think about online privacy, the websites can build a great marketing strategy without privacy infringements.
This study conducted an online survey collecting respondents’ opinions. The questionnaire is located at URL http://www.infosoc.yzu.edu.tw/pdp/marketing.htm, and linked to United Daily News homepage (http://www.udnnews.com). Totally 884 valid respondents were returned.
The results demonstrate that internet consumers tend to “control” their personal information in some degree. They also concern about how “trustful” the websites are and the “sensitivity” of their personal information. Base on the “social contract theory” perspective, consumers are willing to provide low sensitive personal information to “exchange” for some tangible rewards.

並列關鍵字

online privacy ； internet marketing ； social contract theory

參考文獻

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