影響使用數位遺產因素之研究

本研究目的在於探討知覺價值與知覺風險對於購買數位遺產管理服務的影響。數位遺產概念在國際上獲得不少注目與探討，加上以往傳統人工的收藏漸漸被數位收藏方式給取代。國際上開始討論數位遺產的實際價值與風險，也出現了許多個人數位遺產管理的收費及免費服務。本研究以台灣一般消費者為研究對象，分成使用此服務的推力與拉力兩大部分去探討消費者對於數位遺產管理服務的認知，分別為：一、台灣消費者之涉入程度、知覺價值對於數位遺產管理服務態度強度連結之影響，進而影響購買意願的關聯性研究；二、台灣消費者之隱私顧慮、知覺風險對於數位遺產管理服務態度強度連結之影響，進而影響購買意願的關聯性研究。本研究針對台灣一般消費者發放問卷，透過網路平台與實際接觸方式發放與蒐集問卷，共計從網路平台與實際接觸方式回收之有效消費者樣本 450 份。以 AMOS17.0 統計軟體進行信、效度分析，並以結構方程式進行假設檢定。實證結果如下：一、涉入程度對態度強度有顯著正向影響;二、情緒價值對態度強度有顯著正向影響;三、新奇價值對態度強度有顯著正向影響;四、財務風險對態度強度有顯著負向影響;五、生理風險對態度強度有顯著負向影響;六、態度強度對購買意願有顯著正向影響;七、較高的主觀規範相較於較低的主觀規範，對本研究架構有較佳的干擾效果。最後，本研究會提出管理與理論意涵，並針對後續研究者提出建議，提供台灣消費者對於數位遺產管理服務的認知是否與國際數位遺產管理服務商期望相符合，進而使其對於台灣數位遺產管理服務市場有更深一層的了解，並提供給學術研究者作為參考。

關鍵字

認知價值；認知風險；數位遺產；隱私顧慮；態度強度

並列摘要

The digital legacy concept has recently gained considerable attention and international discussion and assets have gradually begun to be stored digitally, replacing traditional storage. The value and risk of digital legacy has become a crucial topic of study, and charged or noncharged digital legacy management services have operated for several years. This study discussed perceived value, involvement, perceived risk, privacy concern, attitude strength, and purchase intention of the digital legacy management service in Taiwan. Common online users in Taiwan were chosen as the research setting and data were collected online and from the streets. This study received 450 responses, including 60 invalid responses and 390 usable responses. AMOS 17.0 was used as a tool to analyze the research hypotheses using structural equation modeling (SEM). The hypotheses were all supported as follows. First, involvement (INV) had a significant and positive effect on attitude strength (AS); second, emotional value (EMV) had a significant and positive effect on attitude strength (AS); third, epistemic value (EPV) had a significant and positive effect on attitude strength (AS); fourth, financial risk (FR) had a negative effect on overall attitude strength (AS); fifth, physical risk (PSR) had a negative effect on overall attitude strength (AS); sixth, attitude strength (AS) had a positive effect on purchase intention (PI); seventh, subjective norm (SN) had a substantial effect in this research model. Finally, this study offers several managerial and theoretical implications for recreation farm managers and discusses further research aspects for future academics. Previous studies have only defined digital legacy and shown its relevance to daily life. How people’s perceived value, risk, and privacy concern determine the need for a digital legacy management service and peoples’ concerns regarding a digital legacy management service are topics worthy of study.

並列關鍵字

Perceived value ； Perceived risk ； Digital legacy ； Privacy concern ； Attitude strength

參考文獻

San-San Hsing, Jui-Yen Yen, Hsin-Ying Tsai, & Chia-Ling Chang. (2013). Privacy or popularity? the effect of privacy attitudes and individual factors on social networking-site behaviors. Journal of National Taipei College of Business, (24), 71-92.

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國際替代計量

影響使用數位遺產因素之研究

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