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博碩士論文 etd-0811115-133513 詳細資訊
Title page for etd-0811115-133513
論文名稱
Title
以隱私計算理論探討影響LBS App下載意圖的因素
Understanding the factors of LBS app downloads as a privacy calculus
系所名稱
Department
畢業學年期
Year, semester
語文別
Language
學位類別
Degree
頁數
Number of pages
126
研究生
Author
指導教授
Advisor
召集委員
Convenor
口試委員
Advisory Committee
口試日期
Date of Exam
2015-07-13
繳交日期
Date of Submission
2015-09-11
關鍵字
Keywords
適地性服務(LBS)、資訊敏感度、app權限、口碑、認知有用性、認知易用性、隱私計算理論
WOM, Perceived Usefulness, Perceived Ease of Use, Information Sensitivity, LBS, Permission relevance, Privacy Calculus theory
統計
Statistics
本論文已被瀏覽 5900 次,被下載 75
The thesis/dissertation has been browsed 5900 times, has been downloaded 75 times.
中文摘要
  自從人們開始擁有行動裝置後,它就成為了目前為止最流行的個人溝通裝置。智慧型手機的流行也讓LBS服務更加多元化。目前也已經有不少app加入行動定位資訊功能。然而,LBS市場以及LBS科技的成長和進步也提升了隱私權顧慮,因為有對於個人位置資訊的不當使用的風險。使用者會衡量損益後決定他們是否要拿他們的個人資訊去換得LBS app的利益,這個衡量稱之為隱私計算。而在商店下載app時,使用者會透過app要求的權限、廠商信譽、網友評論、app星等和下載數來評估下載此app的益處和風險。本研究旨在了解除了上述原因之外,免/付費和app的類型(娛樂型或工具型)是否會對使用者的隱私計算有所影響。本研究以隱私計算理論為核心,並結合TAM發展出研究模型。研究結果顯示,和娛樂型app相比,使用者會比較注重工具型app所能帶來的益處。和工具型app相比,使用者會比較擔心娛樂型app的潛在風險。而付費app會讓使用者十分重視app所能帶來的益處,且比起工具型app,會更為重視娛樂型app的風險。若是免費的app,使用者會比較重視工具型app的益處。
Abstract
  Mobile devices have become the most popular personal communication devices to date. The popularity of the smartphone has increased the diversity of location based services (LBS). Many apps have added location information based functions. Despite the growth of the LBS market and LBS technology, privacy concerns have arisen around the possibility of inappropriate use of the personal location information. When deciding whether or not to allow the use of their personal information in exchange for the LBS app’s benefits, users will first weigh the benefits and risks. This measurement is referred to as a “privacy calculus.” When downloading apps, users evaluate the app’s benefits and risks using their observations of the permissions requested by the app, the vendor’s reputation, the comments of other users, and the app’s ratings and number of downloads. This research intends to determine whether or not, in addition to the factors noted above, the app cost (paid or free) and the app category (hedonic or utilitarian) influence users’ privacy calculus. The core of this research is privacy calculus theory, which we combine with the TAM to develop our research model. The results show that users pay more attention to the benefits of the app if it is utilitarian as opposed to hedonic. Conversely, users pay more attention to the potential risks of a hedonic app. Users attach greater importance to the benefits of a paid app.
目次 Table of Contents
論文審定書 i
摘要 ii
Abstract iii
Table of Content iv
List of Figure vi
List of Table vii
Chapter 1 Introduction 1
 1.1 Research Background 1
 1.2 Motivation 2
 1.3 Research Purpose 6
Chapter 2 Literature Review 8
 2.1 Location-Based Services (LBS) 8
 2.2 Privacy Calculus 9
 2.3 Exchange Theory 11
 2.4 Privacy Disclosure Risk 11
 2.5 Information Sensitivity 13
 2.6 Permission Relevance 14
 2.7 Privacy Disclosure Benefits 14
 2.8 Technology Acceptance Model (TAM) 15
 2.9 Word-of-Mouth (WOM) 16
 2.10 Paid or Free 18
 2.11 APP Category 19
Chapter 3 Research Model and Hypotheses 21
 3.1 Research Model 21
 3.2 Hypotheses 21
  3.2.1 Privacy Disclosure Risks 21
  3.2.2 Privacy Disclosure Benefits 22
  3.2.3 Information Sensitivity 23
  3.2.4 Permission Relevance 24
  3.2.5 Word-of-Mouth (WOM) 24
  3.2.6 Perceived Usefulness 25
  3.2.7 Perceived Ease of Use 26
  3.2.8 Paid or Free 27
  3.2.9 App Category 28
 3.3 Constructs and Operational Definitions 28
Chapter 4 Research Methodology 31
 4.1 Experimental Design 31
 4.2 Scenario Design 32
 4.3 Experiment System and Process 39
  4.3.1 Experiment System 39
  4.3.2 Experiment Process 39
 4.4 Questionnaire Design 40
 4.5 Pilot Test and Pretest 43
 4.6 Incentives 45
 4.7 Data Collection 45
Chapter 5 Data Analysis 46
 5.1. Measurement Model 46
  5.1.1 Demographic Statistics 46
  5.1.2 Common method variance 54
  5.1.3 Reliability and Validity 57
 5.2 Hypothesis Testing 67
  5.2.1 Data Analysis (All of the Data) 67
  5.2.2 Paid or Free 70
  5.2.3 App Category 73
 5.3 Discussion 74
  5.3.1 The Effects of Paid or Free and App Category 74
  5.3.2 The Effect of WOM 76
  5.3.3 The Effect of Information Sensitivity 76
  5.3.4 The Effect of Perceived Ease of Use 76
Chapter 6 Conclusion 78
 6.1 Summary and Implications 78
 6.2 Limitations 79
 6.3 Future Research 80
References 81
Appendix 89
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