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題名 | 感知隱私政策有效性對顧客信任的影響研究=The Impact of Perceived Effectiveness of Privacy Policy on Consumer Trust |
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作者 | 袁虎聲; 邱嘉鳴; 許育文; | 書刊名 | 澳門科技大學學報 |
卷期 | 18:1 2024.03[民113.03] |
頁次 | 頁13-35 |
分類號 | 312.76 |
關鍵詞 | 隱私政策; 隱私風險; 隱私安全; 隱私意識; 顧客信任; Privacy policy; Privacy risk; Privacy security; Privacy awareness; Customer trust; |
語文 | 中文(Chinese) |
DOI | 10.58664/mustjournal.2024.01.002 |
中文摘要 | 本文研究感知隱私政策有效性對顧客信任的影響機制,有利於促進服務商的 隱私政策更加透明和加强顧客隱私保護。基於認知評價理論提出了感知隱私政策有 效性如何影響顧客信任的研究模型,幷通過量化分析的方法對研究假設進行了驗證。 數據分析結果表明,感知隱私政策有效性透過隱私風險感知和隱私安全感知的雙層 中介正向影響隱私意識,隱私意識作爲中介變量正向影響顧客信任。本研究從認知 評價理論找到了感知隱私政策有效性可以提升顧客信任的原因,在理論研究上提供 了一種新的研究視角;實踐上有助於服務商加强隱私政策披露,做到權限要求與保 護措施相一致,可以降低顧客對隱私風險的感知和提高對隱私安全的感知,從而提 升對移動支付的信任。 |
英文摘要 | The study of the perceived effectiveness of privacy policy effectiveness on customer trust aims to help those privacy policy providers improve the transparency of mobile payment and customer privacy protection. Based on the cognitive appraisal theory, we propose a research model of how the perceived effectiveness of privacy policy effectiveness influences customer trust has been proposed. And Furthermore, quantitative analysis has been employed to test the research hypotheses developed from this research work. through quantitative analysis. The results showed that through the dual-path mediation of privacy risk perception and privacy security perception, the perceived effectiveness of privacy policy effectiveness positively affects privacy awareness, and influences customer trust. This research provides a new research perspective in theoretical research by using cognitive appraisal theory to explain how perceived privacy policy can enhance customer trust; in practice, the findings suggest service providers enhance their privacy policy disclosure to retrieve consistency between permission requirements and protection measures for reducing privacy risk and improving privacy security, thereby enhancing trust of consumers in mobile payment. |
本系統之摘要資訊系依該期刊論文摘要之資訊為主。