網路購物的發展如火如荼的進行中,商家積極將各類科技應用於網路支付;但是網路支付有其安全性的考量,而使消費者在消費的過程中心存不安。在這樣的趨勢下,勢必需要研擬各類機制來保護消費者的網路購物安全。例如:推出更具備多種不同風險感受的支付方式給消費者選擇,提供出簡單操作但具備各類網路安全認證機制的手機應用程式(APP)支付程式及保密機制。但實際上,消費者在網路購物過程中的注重付款機制以及網路操作的安全,不僅僅影響其對於隱私安全的感受;當消費者決定購買時,支付隱私安全風險過高更可能影響消費者的購買決策,所以商家該如何確保消費隱私安全風險,並能讓消費者能夠提高購買需求便是值得思考的議題。在網路購物時,消費者在選擇支付方式常有許多交易風險,也擔心其網路交易安全環境,而願意承擔風險的消費者才能促成購買決策。根據以上的研究動機與背景,歸納出本研究之主要目的為: 1.不同種的支付方式對消費者在網路購物中的隱私風險知覺感受有所差異。 2.隱私風險知覺感受是否對消費者購買決策有所差異。 據此,本研究透過實驗室實驗法來衡量在不同種支付方式下,消費者個資隱私權風險認知對購買決策之差異性,並使用網路層級分析法ANP測出消費者隱私程度權重,單因子變異數分析出不同種支付方式對隱私風險沒有顯著差異,接著本研究將隱私權重區分為隱私風險四組(前、後測隱私程度皆高;前、後測隱私程度皆低;隱私程度前低後高;隱私程度前高後低),以卡方檢定再次檢測不同種支付方式對隱私風險四組的差異性,結果表示也沒顯著,之後採用用獨立樣本t檢定來分析個別支付方式(先付、後付及儲值)對隱私風險進行分析,結果顯示先付及後付支付方式沒有顯著差異,但儲值之付方式對後測隱私風險有顯著差異;卡方檢定隱私風險對購買決策結果為沒有顯著差異及不同種支付方式對購買決策皆沒有顯著差異,因此本研究推論出隱私風險可能對購買決策沒有顯著的影響,但實務上仍存有眾多的知覺風險可能會影響購買決策,然而,本研究再增加皮爾森相關係數分析其他知覺風險與隱私風險間的關聯性,分析結果顯示功能風險與隱私風險呈現負相關,故本研究建議未來研究能夠納入其他知覺風險搭配實驗法來進行驗證與比較,使得相關研究能趨於完善。
One of the most important applications of the Internet is online shopping. However, a customer might not purchase on line because of the afraid of the intruding of privacy. Lots of cyber frauds frighten people away from electronic commerce. However, the importance of data privacy varies by customer. Restated, customer perception to private data is unclear. In the online shopping, consumers in the choice of payment methods often have many trading risks, but also worried about their online trading security environment, and willing to take the risk of consumers can lead to purchase decisions. Based on the above research motives and background, the main purpose of this study is: 1. Different kinds of payment methods for consumers in the online shopping in the privacy risk perception feel different. 2. Privacy risk perception Whether the consumer purchase decision is different. The results are no significant difference between the purchase risk and the different payment methods for the purchase decision. Therefore, this study deduces that privacy risk may have no significant impact on purchasing decisions. But there are still many perceived risk of practice may affect the purchase decision. However, the results show that functional risk is negatively correlated with privacy risk. Therefore, this study suggests that future research can be combined with other perceptual risk collating experiments to verify and compare, so that the relevant research can be improved.