隨著網路科技不斷發展，帶動了消費者購物習慣改變，從實體通路轉移至線上網站消費，推動電子商務產業快速成長。加上互聯網和大數據興盛，互聯網公司會在瀏覽器存入cookie存儲裝置追蹤消費者的瀏覽行為，紀錄瀏覽過的頁面及商品，並將數據販售給廣告主。

在競爭激烈的電商網站下，企業為了吸引潛在顧客在離開電商網站後再度返回，會將消費者曾經瀏覽過的商品、網站促銷活動或可能感興趣的相似商品，用個人化的訊息與廣告做精準投放，以喚起消費者的記憶，刺激轉換成實質購買行為，稱為「再行銷廣告」。然而大眾對隱私權議題抬頭，開始意識及擔心在互聯網上的行為被追蹤，甚至個人資訊被竊取、利用，過去研究顯示消費者因此開始產生抗拒廣告的反應，導致再行銷廣告效果下降。

本研究目的在於讓再行銷廣告持續探討當消費者在出現對某產品的特定需求時，是否會願意暫時放下隱私認知，轉換負面態度，而進行點擊再行銷廣告，使得再行銷廣告效果提升。本研究將使用「計畫行為理論」做為研究架構主軸，並加入涉入程度為調節變數，藉由網路問卷進行施測。研究發現當消費者在出現對某產品的特定需求時，隱私認知與再行銷態度將呈顯著的正向關係，進而使再行銷態度對點擊意圖亦呈顯著的正向關係。另外本研究也進一步針對涉入程度在隱私認知與再行銷態度之間的關係扮演調節角色有相關發現。

With the continuous development of Internet technology, consumers have changed their shopping habits, shifted from physical channels to online website consumption, and promoted the rapid growth of the e-commerce industry. Coupled with the prosperity of the Internet and big data, Internet companies will store cookie storage devices in their browsers to track consumer browsing behavior, record the pages and products they have viewed, and sell the data to advertisers.

Under the fiercely competitive e-commerce website, to attract potential customers to return after leaving the e-commerce website, companies will use personalized information and information on products that consumers have viewed, website promotions, or similar products that may be of interest. The precise placement of advertisements to evoke the memories of consumers and stimulate the conversion into actual purchase behavior is called "remarketing advertisements." However, the public is becoming aware of the issue of privacy rights and is beginning to become aware of and worry that their behavior on the Internet will be tracked, and even personal information will be stolen and used. Past studies have shown that consumers have begun to react against advertising as a result, resulting in a decline in the effectiveness of remarketing advertising.

The purpose of this research is to allow remarketing advertisements to continue to explore whether consumers are willing to temporarily let go of their privacy perceptions and change their negative attitudes when they have specific needs for a certain product, and then click on remarketing advertisements to improve the effect of remarketing advertisements. This study used online questionnaires to conduct tests. The study found that when consumers have a specific demand for a product, privacy perceptions and attitudes will show a significant positive relationship, which in turn makes their attitudes to click intentions also show a significant positive relationship. Also, this research has further found that the degree of involvement plays a moderating role in the relationship between privacy perception and attitude.

英文參考文獻
1.Aguirre, E., Mahr, D., Grewal, D., de Ruyter, K., & Wetzels, M. (2015). Unraveling the personalization paradox: The effect of information collection and trust-building strategies on online advertisement effectiveness. Journal of retailing, 91(1), 34-49.
2.Ajzen, I. (1985). From intentions to actions: A theory of planned behavior. In Action control (pp. 11-39). Springer, Berlin, Heidelberg.
3.Ajzen, I. (1991). The theory of planned behavior. Organizational behavior and human decision processes, 50(2), 179-211.
4.Anand, B. N., & Shachar, R. (2009). Targeted advertising as a signal. QME, 7(3), 237-266.
5.Ansari, A., & Mela, C. F. (2003). E-customization. Journal of marketing research, 40(2), 131-145.
6.Batra, R., & Ray, M. L. (1986). Affective responses mediating acceptance of advertising. Journal of consumer research, 13(2), 234-249.
7.Bauer, R. A. (1960). Consumer behavior as risk taking. Chicago, IL, 384-398.
8.Bowen, L., & Chaffee, S. H. (1974). Product involvement and pertinent advertising appeals. Journalism Quarterly, 51(4), 613-621.
9.Brandeis, L., & Warren, S. (1890). The right to privacy. Harvard law review, 4(5), 193-220.
10.Clarke, K., & Belk, R. W. (1979). The effects of product involvement and task definition on anticipated consumer effort. Advances in Consumer Research, 6(1).
11.Cox, D. F., & Rich, S. U. (1964). Perceived risk and consumer decision-making—the case of telephone shopping. Journal of marketing research, 1(4), 32-39.
12.Criteo (2010). Targeting & retargeting interview with Criteo. Report, August 26, available at: http://behavioraltargeting.biz.
13.Cunningham, S. M. (1967). The Major Dimensions of Perceived Risk, in Cox, Risk-Taking and Information-Handling in Consumer Behavior, Boston: Harvard University Press, 82-108.
14.Dias, M. B., Locher, D., Li, M., El-Deredy, W., & Lisboa, P. J. (2008, October). The value of personalised recommender systems to e-business: a case study. In Proceedings of the 2008 ACM conference on Recommender systems (pp. 291-294).
15.Dinev, T., & Hart, P. (2005). Internet privacy concerns and social awareness as determinants of intention to transact. International Journal of Electronic Commerce, 10(2), 7-29.
16.Dinev, T., & Hart, P. (2006). An extended privacy calculus model for e-commerce transactions. Information systems research, 17(1), 61-80.
17.Dodds, W. B., Monroe, K. B., & Grewal, D. (1991). Effects of price, brand, and store information on buyers’ product evaluations. Journal of marketing research, 28(3), 307-319.
18.Dolnicar, S., & Jordaan, Y. (2007). A market-oriented approach to responsibly managing information privacy concerns in direct marketing. Journal of Advertising, 36(2), 123-149.
19.Dowling, G. R., & Staelin, R. (1994). A model of perceived risk and intended risk-handling activity. Journal of consumer research, 21(1), 119-134.
20.Eastlick, M. A., Lotz, S. L., & Warrington, P. (2006). Understanding online B-to-C relationships: An integrated model of privacy concerns, trust, and commitment. Journal of Business Research, 59(8), 877-886.
21.Faja, S., & Trimi, S. (2006). Influence of the web vendor's interventions on privacy-related behaviors in e-commerce. Communications of the Association for Information Systems, 17(1), 27.
22.Fishbein, M., & Ajzen, I. (1977). Belief, attitude, intention, and behavior: An introduction to theory and research.
23.Fornell, C., & Larcker, D. F. (1981). Evaluating structural equation models with unobservable variables and measurement error. Journal of marketing research, 18(1), 39-50.
24.Forsythe, S. M., & Shi, B. (2003). Consumer patronage and risk perceptions in Internet shopping. Journal of Business research, 56(11), 867-875.
25.Gardner, M. P., Mitchell, A. A., & Russo, J. E. (1985). Low involvement strategies for processing advertisements. Journal of Advertising, 14(2), 4-56.
26.Garretson, J. A., & Clow, K. E. (1999). The influence of coupon face value on service quality expectations, risk perceptions and purchase intentions in the dental industry. Journal of Services Marketing.
27.Goldfarb, A., & Tucker, C. E. (2011). Privacy regulation and online advertising. Management science, 57(1), 57-71.
28.Goldfarb, A., Tucker, C.E., 2011b. Online display advertising: targeting and Consumption Is Changing the Way We Live. HarperCollins, New York. obtrusiveness. Market. Sci. 30(3), 389–404.
29.Goldsmith, R. E. (2002). Explaining and predicting consumer intention to purchase over the internet: an exploratory study. Journal of marketing theory and practice, 10(2), 22-28.
30.Guilford, J. P. (1950). Fundamental statistics in psychology and education.
31.Gurau, C., Ranchhod, A., & Gauzente, C. (2003). “To legislate or not to legislate”: a comparative exploratory study of privacy/personalisation factors affecting French, UK and US Web sites. Journal of consumer Marketing.
32.Hair, J. F., Black, W. C., Babin, B. J., Anderson, R. E., & Tatham, R. L. (1998). Multivariate data analysis (Vol. 5, No. 3, pp. 207-219). Upper Saddle River, NJ: Prentice hall.
33.Hargrave, S. (2011). Targeted ads aim for greater accuracy. Marketing Week.
34.Howard, J. A., & Sheth, J. N. (1969). The theory of buyer behavior (No. 658.834 H6).
35.Hughes, A. M. (2005). Strategic Database Marketing.
36.Hunter, A. (2010). Identifying the right media-placement strategies for digital display. comScore and ValueClick Media White Paper.
37.Hunter, A., Jacobsen, M., Talens, R., & Winders, T. (2010). When money moves to digital, where should it go. Identifying the right media-placement strategies for digital display. Comscore White Paper.
38.Kaiser, H. F. (1974). An index of factorial simplicity. Psychometrika, 39(1), 31-36.
39.Kim, D. J., Ferrin, D. L., & Rao, H. R. (2008). A trust-based consumer decision-making model in electronic commerce: The role of trust, perceived risk, and their antecedents. Decision support systems, 44(2), 544-564.
40.Kim, M. S., & Ahn, J. H. (2006). Comparison of trust sources of an online market-maker in the e-marketplace: Buyer's and seller's perspectives. Journal of Computer Information Systems, 47(1), 84-94.
41.Kirmani, A., & Campbell, M. C. (2004). Goal seeker and persuasion sentry: How consumer targets respond to interpersonal marketing persuasion. Journal of consumer research, 31(3), 573-582.
42.Kirmani, A., & Campbell, M. C. (2004). Goal seeker and persuasion sentry: How consumer targets respond to interpersonal marketing persuasion. Journal of consumer research, 31(3), 573-582.
43.Korgaonkar, P. K., & Moschis, G. P. (1982). An experimental study of cognitive dissonance, product involvement, expectations, performance and consumer judgement of product performance. Journal of Advertising, 11(3), 32-44.
44.Korgaonkar, P., & Wolin, L. D. (2002). Web usage, advertising, and shopping: relationship patterns. Internet Research.
45.Kotler, P. (1997). Marketing management, analysis, implementation and using the servoual model. The Service Industries Journal, 11(3), 324-343.
46.Krugman, H. E. (1965). The impact of television advertising: Learning without involvement. Public opinion quarterly, 29(3), 349-356.
47.Krugman, H. E. (1966). The measurement of advertising involvement. Public opinion quarterly, 30(4), 583-596.
48.Laczniak, R. N., Muehling, D. D., & Grossbart, S. (1989). Manipulating message involvement in advertising research. Journal of advertising, 18(2), 28-38.
49.Lambrecht, A., & Tucker, C. (2013). When does retargeting work? Information specificity in online advertising. Journal of Marketing research, 50(5), 561-576.
50.Lant, J. (1991). Money making marketing: finding the people who need what you're selling and making sure they buy it. JAB Publishing Company.
51.Lastovicka, J. L., & Gardner, D. M. (1978). Low involvement versus high involvement cognitive structures. ACR North American Advances.
52.Lavidge, R. J., & Steiner, G. A. (1961). A model for predictive measurements of advertising effectiveness. Journal of marketing, 25(6), 59-62.
53.Li, Y. (2011). Empirical studies on online information privacy concerns: literature review and an integrative framework. Communications of the Association for Information Systems, 28(1), 28.
54.Linden, G., Smith, B., & York, J. (2003). Amazon. com recommendations: Item-to-item collaborative filtering. IEEE Internet computing, 7(1), 76-80.
55.Liu, C., Marchewka, J. T., Lu, J., & Yu, C. S. (2004). Beyond concern: a privacy–trust–behavioral intention model of electronic commerce. Information & Management, 42(1), 127-142.
56.Lutz, R. J. (1985). Affective and cognitive antecedents of attitude toward the ad: A conceptual framework. Psychological process and advertising effects: Theory, research, and application, 45-63.
57.MacKenzie, S. B., & Lutz, R. J. (1989). An empirical examination of the structural antecedents of attitude toward the ad in an advertising pretesting context. Journal of marketing, 53(2), 48-65.
58.MacKenzie, S. B., Lutz, R. J., & Belch, G. E. (1986). The role of attitude toward the ad as a mediator of advertising effectiveness: A test of competing explanations. Journal of marketing research, 23(2), 130-143.
59.Maignan, I., & Lukas, B. A. (1997). The nature and social uses of the Internet: A qualitative investigation. Journal of Consumer Affairs, 31(2), 346-371.
60.Malhotra, N. K., Kim, S. S., & Agarwal, J. (2004). Internet users' information privacy concerns (IUIPC): The construct, the scale, and a causal model. Information systems research, 15(4), 336-355.
61.Milne, G. R., & Boza, M. E. (1999). Trust and concern in consumers’ perceptions of marketing information management practices. Journal of interactive Marketing, 13(1), 5-24.
62.Miyazaki, A. D., & Fernandez, A. (2001). Consumer perceptions of privacy and security risks for online shopping. Journal of Consumer affairs, 35(1), 27-44.
63.Nowak, G. J., & Phelps, J. E. (1992). Understanding privacy concerns: an assessment of consumers’ information-related knowledge and beliefs. Journal of Direct Marketing, 6(4), 28-39.
64.Okazaki, S., Li, H., & Hirose, M. (2009). Consumer privacy concerns and preference for degree of regulatory control. Journal of advertising, 38(4), 63-77.
65.Pavlou, P. A., & Gefen, D. (2004). Building effective online marketplaces with institution-based trust. Information systems research, 15(1), 37-59.
66.Petty, R. E., & Cacioppo, J. T. (1986). The elaboration likelihood model of persuasion. In Communication and persuasion (pp. 1-24). Springer, New York, NY.
67.Petty, R. E., Cacioppo, J. T., & Schumann, D. (1983). Central and peripheral routes to advertising effectiveness: The moderating role of involvement. Journal of consumer research, 10(2), 135-146.
68.Phelps, J. E., & Hoy, M. G. (1996). The Aad‐Ab‐PI relationship in children: The impact of brand familiarity and measurement timing. Psychology & Marketing, 13(1), 77-105.
69.Phelps, J., Nowak, G., & Ferrell, E. (2000). Privacy concerns and consumer willingness to provide personal information. Journal of Public Policy & Marketing, 19(1), 27-41.
70.Rohm, A. J., & Milne, G. R. (1998). Emerging marketing and policy issues in electronic commerce: attitudes and beliefs of Internet users. In Marketing and public policy proceedings (Vol. 8, pp. 73-79). Chicago: American Marketing Association.
71.Ryans, A. B. (1977). Consumer gift buying behavior: an exploratory analysis. Contemporary marketing thought, 44, 99-104.
72.Schiffman, L. G., & Kanuk, L. L. (2000), Consumer Behavior, 7th Edition, London: Prentice Hall International.
73.Sheehan, K. B., & Hoy, M. G. (1999). Flaming, complaining, abstaining: How online users respond to privacy concerns. Journal of advertising, 28(3), 37-51.
74.Sherif, M., & Cantril, H. (1947). The psychology of ego-involvements: Social attitudes and identifications.
75.Srinivasan, N., & Ratchford, B. T. (1991). An empirical test of a model of external search for automobiles. Journal of Consumer research, 18(2), 233-242.
76.Stone, R. N., & Grønhaug, K. (1993). Perceived risk: Further considerations for the marketing discipline. European Journal of marketing, 27(3), 39-50.
77.Torkzadeh, G., Koufteros, X., & Pflughoeft, K. (2003). Confirmatory analysis of computer self-efficacy. Structural Equation Modeling, 10(2), 263-275.
78.Tucker, C. E. (2014). Social networks, personalized advertising, and privacy controls. Journal of marketing research, 51(5), 546-562.
79.Warrington, P., & Shim, S. (2000). An empirical investigation of the relationship between product involvement and brand commitment. Psychology & Marketing, 17(9), 761-782.
80.Westin, A. F. (1967). Privacy and freedom Atheneum. New York, 7, 431-453.
81.White, T. B., Zahay, D. L., Thorbjørnsen, H., & Shavitt, S. (2008). Getting too personal: Reactance to highly personalized email solicitations. Marketing Letters, 19(1), 39-50.
82.Wright, P. L. (1973). The cognitive processes mediating acceptance of advertising. Journal of marketing research, 10(1), 53-62.
83.Zaichkowsky, J. L. (1985). Measuring the involvement construct. Journal of consumer research, 12(3), 341-352.
84.Zaichkowsky, J. L. (1994). The personal involvement inventory: Reduction, revision, and application to advertising. Journal of advertising, 23(4), 59-70.
 
中文參考文獻
1.王存國、戴基峰、王凱（2004）。影響消費者接受線上購物傾向之探討-結合慎思行動理論以及交易成本理論。資訊管理學報，11(1)，113-137。
2.內政部統計處（2020）。我國15歲以上人口教育程度統計。。
3.何雍慶、李曄淳（2006）。消費者生活型態、消費者購買涉入程度與廣告訴求對廣告效果影響之研究-以行動電話為例。遠東學報，23(1)，61-77。
4.吳淑鶯、黃淑鈴（2003）。影響消費者對咖啡連鎖店涉入程度之前因及結果實證研究。中華管理評論，6(6)，135-155。
5.吳麗珍、黃惠滿、李浩銑（2014）。方便取樣和立意取樣之比較。護理雜誌，61(3)，105-111。
6.李翠玲（2008）。網路關鍵字廣告之廣告效果分析。[碩士論文，世新大學傳播管理學研究所]。https://hdl.handle.net/11296/7cxds8
7.孫欣妤（2020）。INSTAGRAM限時動態之廣告效果研究。[碩士論文，國立政治大學傳播學院傳播碩士學位學程]。https://hdl.handle.net/11296/9h2gv4
8.張家瑜（2009）。服務品質、知覺風險與行為意圖之關聯性研究—以旅遊網站為例。[碩士論文，國立彰化師範大學商業教育學系]。 https://hdl.handle.net/11296/ft7bap
9.郭明煌、廖鴻圖、蕭麗齡、王亭雅（2014）。資訊隱私顧慮對社群網站使用者使用意圖影響之研究-以 Facebook 為例。資訊管理學報，21(4)，341-363。
10.陳名璋（1998）。網站廣告呈現方式對廣告效果之影響。[碩士論文，國立中央大學資訊管理學系研究所]。https://hdl.handle.net/11296/s4duxe
11.陳建文、李有仁、嚴秀茹、鄭江宇（2008）。消費者使用購物網站之行為模式。資訊管理學報，15(3)，1-27。
12.陳韻如（2011）。廣告影片置入應用於YouTube平台的廣告效果之研究。[碩士論文，大葉大學管理學院碩士在職專班]。https://hdl.handle.net/11296/j5hmxr
13.曾亞軒（2013）。網站品質對消費者購買意圖之影響─以購物網站淘寶網為例。[碩士論文，國立中山大學企業管理學系研究所]。https://hdl.handle.net/11296/5n2s8p
14.曾意婷（2019）。廣告訴求對廣告效果之研究以廣告涉入程度為調節變項。[碩士論文，國立高雄師範大學事業經營學系]。https://hdl.handle.net/11296/26e2b6
15.樊志育（1999）。廣告效果測定技術。台北市：三民書局。
16.戴軒廷、馬恆、張紹勳（2004）。衡量網路廣告態度之指標建構。台灣管理學刊，4(1)，59-83。