隨著科技發達與進步，改變了消費者生活型態，無論是與零售商的互動以及購買行為，消費者的更高期望是無縫的購物體驗。這也改變了零售市場之競爭規則，虛擬通路與實體通路都朝上下線之虛實融合發展。全通路成為助於零售商實體與網路店面之間的界線消失的方法，產生更好的顧客體驗。尤其是智慧型手機讓消費者同時跨通路無縫得體驗上下線管道，況且使在全通路的重要關鍵之個人化切實有效，提高客戶關係以及滿意度。然而，蒐集客戶個人資料打造個人化的必需方法進而產生消費者隱私疑慮問題，消費者開始擔心個人資料之用途、被盜用、濫用或販售給第三方等。因此，本研究主要為探討消費者在「全通路」下的對於個人化之看法與隱私顧慮，是否會影響重複購買與使用App意圖。並以信任為提高對於個人化正面看法以及削減隱私顧慮之關鍵因素。
受測者以台灣消費者為調查對象，共收回235份有效問卷，並以Smart PLS 作為問卷分析工具。本研究結果發現對於個人化有著正面心態對購買與使用App意圖有正向影響。反之，強烈隱私疑慮會降低消費者的使用App意圖。這也顯示個人化與隱私疑慮的矛盾，消費者擔心個人資料隱私問題，但同時又期待專屬個人化。業者將面臨提供服務的衝擊，業者必須打造更好的個人化來提升消費者正向心態，同時也不可忽略眷顧消費者的隱私問題。本研究也顯示信任是關鍵因素，不僅對消費者行為有著正向影響，也增強消費者的個人化正面心態以及減弱隱私疑慮。因此本研究建議業者打造信任，提高消費者信任程度，才有可能解決個人化與隱私疑慮的矛盾以及將消費者意圖提高。
關鍵字：全通路、個人化心態、隱私顧慮、信任、重複購買意圖、使用App意圖

The advance of technology has reshaped consumer behavior on both the way they engage with retailers and how they shop. It becomes more challenging for the retailers that today’s consumers would not only attract by products itself but also the seamless shopping experience across all channels. Many retailers applied omnichannel sales approach to remove the barrier between online and offline channels, providing convenient and enhance customer experience. Smartphone is one of the tool that help consumer to simultaneously journey at online and offline channels, and enables personalization, a key element in customer satisfaction and relationship, to be feasible in omnichannel strategy. However, gathering consumer personal data to deliver better of personalized products and services entails issue of privacy concerns. To address this issue, consumer concerns of privacy and their attitude toward personalization in the context of omnichannel were explored in this study, and were examined the impact on behavioral intention both in-store repurchase and using mobile app. Moreover, trust, an important role to consumer behavior, was proposed as a key solution to positive personalization attitude and reduction of privacy concerns.
The online questionnaire was conducted with 235 respondents in Taiwan to test the hypotheses and was analyzed by SmartPLS. This study found that consumers’ positive attitude toward personalization has positive effect on their behavioral intention. Whereas, consumers with high privacy concerns decrease their intention to use mobile application. The finding emphasized paradox of personalization and privacy concerns and suggests that retailer need to improve personalized products and services to enrich customers’ attitude, at the same time, the retailer should not ignore privacy concerns issue that might contrarily decrease customers’ behavior intention. Above all, trust was found to be an important determinant in this study. It not only positively determines consumer behaviors, but also strengthens their attitude regarding personalization and lessens concerns of privacy. Thus, retailer can build customer’s trust in retailer to solve the contradiction of personalization and privacy concerns, resulting in increasing consumer behavioral intention.
Keywords: omnichannel retailer, attitude toward personalization, privacy concerns, trust, in-store repurchase intention, use mobile app intention.

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