資訊科技的進步引起大家對資訊隱私的關注。尤其是在行動網路的時代,許多APP應用程式要求使用者在下載之前提供敏感的個人資訊。儘管許多研究報告指出越來越多的使用者聲稱對於隱私的重要性感到敏感，但他們的實際行為卻往往與他們所說的互相矛盾，此現象被稱為「隱私悖論」，亦即在網路上提供私人資訊的態度和實際行為之間的不一致。 在問卷調查中，人們經常表示他們不願意提供私人資訊，但是卻在下載手機應用程式時，自願提供這些資訊。 廣被用於解釋這樣不一致性的理論是隱私計算理論，其認為使用者在決策過程中，會權衡提供資訊的成本和利益。而本研究以關聯理論來擴充探討影響決策不一致的潛在因素，總共包括三個主要因素：感知興趣程度、資訊相關性和隱私資訊敏感程度。 本研究以羅吉斯迴歸分析，隱私悖論現象的發生主要與受測者的感知關聯性及感知興趣程度有正向影響，與個人隱私資訊顧慮程度則是呈現負向相關。且加入與關聯理論相關的感知關聯性構念後，其二元羅吉斯回歸之解釋力會比原先僅用隱私計算理論的感知興趣程度及隱私資訊顧慮程度的解釋力更高。

Advances in information technology has raised concern about the information privacy. Particularly in the mobile age, many APPs request users to provide sensitive personal information before the download. Although many studies have reported that more and more users are sensitive to the importance of privacy, their actual behaviors are often contradictory to what they said. A particular phenomenon is called “privacy paradox” which is the inconsistency between the attitude and the actual behavior toward providing private information online. People often indicate their reluctance to provide private information in the survey context but voluntarily provide them when they download mobile APPs. A popular theory for explaining the inconsistency is privacy calculus, which argues the user weighs the cost and benefits of providing the information in the decision process. This research extends existing research with the relevance theory to explore potential factors that affect the decision inconsistency, includes three major factors: perceived interest, information relevance and privacy sensitivity.

目次 i
表次 iii
圖次 iv
第一章 緒論 1
第一節 研究背景與動機 1
第二節 研究目的 3
第三節 研究流程 4
第二章 文獻探討 5
第一節 資訊隱私 5
第二節 資訊隱私顧慮 7
第三節 隱私悖論 10
第四節 隱私計算理論 12
第五節 關聯理論 14
第三章 研究架構與方法 15
第一節 研究架構 15
第二節 研究假說 17
第三節 變數操作性定義 18
第四節 實驗設計 21
第四章 研究分析與結果 33
第一節 敘述性統計分析 33
第二節 樣本檢驗及信效度分析 37
第三節 羅吉斯回歸 41
第四節 卡方檢定 44
第五章 結論與建議 58
第一節 研究結論 58
第二節 研究貢獻 60
第三節 研究限制 61
第四節 未來研究方向 62
參考文獻 63
表附錄一：應用程式名稱及所搭配個人資訊內容表 69
表附錄二：問卷 74

一、中文部份
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