全球智慧型手機的用戶數截至 2021 年已超過 60 億，智慧型手機已是每個人日常生活中隨身攜帶的物品，生活中的大小事幾乎都會使用到手機。隨著手機能處理的事情越多，使用者亦有越多資訊存取在手機中，因此隱私顧慮的議題也伴隨而來。商家因意識到現今社會每個人幾乎手機不離身，花費在手機的時間大幅增加，因此將廣告由傳統的看板、電視廣告等等轉移到手機上。

每隻智慧型手機都配有一組廣告識別碼，iOS系統的稱為IDFA，Android系統的稱為AAID，而在手機瀏覽器上的則是第三方Cookie，其可讓 App 開發商和行銷人員出於廣告目的追蹤使用者活動，讓商家投放個人化廣告。然而個人化廣告容易讓使用者感到隱私被侵犯。國際市場與歐美政府對於用戶隱私權日益重視，因此科技大廠紛紛祭出隱私權政策，iOS與Android系統在 2021 年都發行了新的系統版本，其可讓使用者自行決定是否要接受個人化廣告的服務，Google也將於 2023 年底停用第三方Cookie。

面對科技大廠政策的改變，本研究引用多維發展理論探討手機使用者隱私顧慮的影響因素，研究方法透過發放線上問卷做調查，並使用結構方程模型做資料分析。研究結果證實，熟悉政府立法、過往隱私被侵犯的經驗、風險規避及資訊敏感性皆會影響手機隱私顧慮。透過了解這些因素，可提供App開發商作為參考，發展良好的配套措施提高手機使用者願意接受個人化廣告的意願。

The number of smartphone users worldwide has exceeded 6 billion by 2021. Everyone brings a smartphone every day, it has become a necessary in daily life. Mobile can deal with lots of things in our daily life. As more things can deal with on mobile, much personal information is accessed on mobile devices. Therefore, there are bring on the issues of privacy concerns. Nowadays, everyone has a mobile and spends lots of time using mobile. Since businesses realized the phenomenon, they changed their advertising way. They used billboards and TV commercials in the past. However, they have already focused on mobile advertising.

Each mobile comes with an advertising ID. It is called IDFA for iOS devices, AAID for Android devices, and third-party Cookie on the mobile browser. Advertising ID allows App developers and marketers to track activity for advertising purposes. It may be used by App developers and businesses to deliver personalized advertising. However, mobile users often feel their privacy has been invaded when they receive personalized advertising. The international market and the governments of European and American are paying more attention to user privacy. As a result, technology corporations announced new privacy policies. iOS and Android released new system versions in 2021, which allow users to decide whether to accept personalized advertising services. Google also announced to stop the use of third-party Cookie by the end of 2023.

Facing the change in the policies of technology corporations, the study applied the multidimensional development theory to explore the drivers and inhibitors that affect mobile privacy concerns. The study method was conducted by distributing online surveys. After receiving surveys, the study used structural equation modeling to analyze data. The study results show that familiarity with government legislation, previous privacy invasion experience, risk avoidance, and information sensitivity will affect mobile privacy concerns. App developers can refer to these factors and come up with some measurements that will increase the willingness of mobile phone users to accept personalized advertising services.

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