2018 年 5 月 25 日，歐盟正式實施一般資料保護規則（GDPR），嚴格規範企業蒐集
消費者個人資料之行為。倘若違反 GDPR，最高會以 2000 萬歐元，或該企業前一會
計年度全球營業額的 4%，2 項當中取高者做為罰金。只要與任何一個歐洲經濟區境
內居民或機構單位有個人資料的傳輸往來，皆有遵守 GDPR 之必要性。我國政府評
估與歐洲經濟區資料傳輸往來的頻率與需求量後，已於 2018 年著手進行個資法修
法，欲加入申請 GDPR 適足性認定之行列。數位廣告平台產業中如 Google、Meta、
Apple 等代表性企業，無不致力於開發能合法遵循 GDPR 條款的個資蒐集技術，然
而該等技術的蒐集效率仍無法媲美因運作模式不符 GDPR 規範，將逐漸被各國市場
淘汰的傳統 Cookie 技術。
本研究認為除了開發個資蒐集技術，升級資安維護系統之外，另一值得研究的應對
方法，是「建立消費者對企業的信任感，使其願意主動交付個資」。因此以因素分
析與路徑分析，探究感知安全性、感知開放性、感知隱私性、能力、正直、仁善，
6 個變數，是否對線上消費者信任產生正向影響，從而也對其交付個資予企業的意
願產生正向影響。並依據「感知安全性、正直、仁善對線上消費者信任產生正向影
響」，以及「線上消費者信任對消費者交付個資的意圖產生正向影響」之研究結果，
建議數位廣告平台經營者，可誠實公告平台資安檢驗結果，並定期彙整消費者產品
服務使用心得，向用戶說明將做出哪些調整，藉此實現「以消費者利益為優先」之
理念，建立消費者信任，使其願意主動交付個資予平台處理。

Since May 25, 2018, the European Union implemented the General Data Protection
Regulation (GDPR), which strictly regulates the collection of customers' personal data by enterprises. In the event of a violation of the GDPR, the maximum penalty will be 20 million euros, or 4% of the company's global turnover in the previous fiscal year, whichever is higher. As long as there is a transfer of personal data with any resident or institutional unit in the European Economic Area, there is a need to comply with the GDPR. After assessing the frequency and demand of data transmission with the European Economic Area, our government has begun to amend the personal information protection law in 2018, and intends to apply for GDPR adequacy certification. Representative companies in the digital advertising platform industry, such as Google, Meta, and Apple, are all committed to developing personal information collection technologies that can legally comply with GDPR terms. However,the collection efficiency of these technologies is still not comparable to the traditional “Cookie” technology, which has been gradually eliminated by the market of various countries.

This study believes that in addition to developing personal information collection
technologies and upgrading the information security maintenance system, another method worthy of study is to "build customer trust in enterprises and make them willing to proactively deliver personal information". Therefore, using the factor analysis and path analysis to explore whether the perceived security, perceived openness, perceived privacy, capability, integrity, benevolence, 6 variables have a positive impact on online customer trust, and thus also It has a positive impact on their willingness to deliver personal information to enterprises. Based on the research results of "perceived security, integrity, and benevolence have a positive impact on online customer trust" and "online customer trust has a positive impact on customers' intention to deliver personal information", it is recommended that digital advertising platforms can honestly announce the results of the platform’s information security inspections, and regularly summarize the customers' experience of using products and services, explaining to users what adjustments will be made, so as to realize the concept of “customer interests first”, build customer trust, and
make it is willing to actively deliver personal information to the platform for processing.

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