巨量資料（Big Data，或又稱大數據）時代的來臨讓資訊隱私的問題更加受到重視，過去研究中多在探討巨量資料分析預測的技術，或是一般由使用者主動提供的資訊隱私，很少研究關注巨量資料分析預測的隱私問題以及使用者在巨量資料分析的環境下產生的行為，然而使用者的部分行為不但會讓資料分析結果不準確，隱私問題更會造成使用者有不佳的使用體驗。本研究從文獻中整理出巨量資料的隱私風險特性，並將過去研究中常使用的資訊隱私顧慮一併進行探討，對於信任信念與風險信念的影響，以及以上自變數是否造成使用者使用網路時掩飾行為的產生。本研究使用線上問卷，共回收570份有效樣本，透過統計分析證實本研究量表具有足夠之信效度。研究結果顯示，在現今網路環境下，資訊隱私顧慮仍對風險信念有正向影響、對信任信念有負向影響；巨量資料之隱私風險特性多數對風險信念有正向影響；風險信念確實會正向影響使用者的掩飾行為，而信任信念則非掩飾行為的影響因素。最後，本研究亦根據研究結果提出理論與實務的建議，期望對未來相關領域的研究有所助益。

The coming of the generation of big data makes the issues of information privacy receive more attention. In the past, most of research on big data focused on programming or the privacy concerns of the information which users are willingly to give. Few studies focus on the privacy concerns of big data analysis and prediction or the users’ behavior in big data environment. The users’ behavior may lead the result of big data analysis to inaccurate, and the doubt of privacy also resulting in poor user experience. Based on prior research, we identified four features of big data privacy risks, and also the constructs of information privacy concerns. In this research we examined the impact of these constructs on trust belief and risk belief, and also explored the cause of user disguises. Data collected from 570 users of the Internet provide enough reliability and validity for the research model. The results suggested that information privacy concerns enhance risk belief and decrease trust belief. Most of the big data privacy risks features lead to risk belief. Risk belief indeed foster more user disguises, but the trust belief is not an important determinant of risk belief and user disguises. Practical implications for theory and practice and suggestions for future research are also discussed.

論文審定書 i
論文公開授權書 ii
誌謝 iii
摘要 iv
Abstract v
目錄 vi
圖次 ix
表次 x
第一章 緒論 1
第一節 研究背景 1
第二節 研究動機 3
第三節 研究問題與目的 4
第四節 研究方法與流程 5
第二章 文獻探討 7
第一節 隱私權與資訊隱私顧慮 7
一、隱私與隱私權 7
二、資訊隱私顧慮 8
第二節 隱私權保護政策聲明 11
第三節 巨量資料（Big Data） 13
第四節 巨量資料的隱私風險 15
第五節 周哈里窗（Johari Window Model） 18
第三章 研究方法 22
第一節 研究模型 22
第二節 研究假說 22
一、巨量資料之隱私風險特性 22
二、資訊隱私顧慮 24
三、信任信念與風險信念 26
四、掩飾行為 27
五、主觀規範 28
六、控制變數 28
第三節 操作型定義 29
第四節 研究設計 30
一、研究對象 30
二、問卷設計 30
三、訪談 38
四、前測與資料蒐集 39
第四章 資料分析 40
第一節 樣本基本資料分析 40
第二節 衡量模型 41
一、 信度分析（Reliability） 42
二、 收斂效度（Convergent Validity） 44
三、 區別效度（Discriminant Validity） 46
四、 共線性（Multicollinearity）檢定 47
五、 共同方法偏誤（Common Method Bias） 47
第三節 模型及假說驗證 52
第五章 結論與建議 56
第一節 研究結果及討論 56
一、認知產生的主觀風險感受 56
二、資訊隱私顧慮在現今網路環境中的影響 58
三、掩飾行為的成因 58
四、專長與專業領域產生的影響 59
第二節 理論及實務意涵 60
一、理論面 60
二、實務面 61
第三節 研究限制 62
第四節 未來研究方向 63
參考文獻 64
附錄：本研究正式問卷 73

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