「數據是二十一世界的石油」，但數據與石油不同，數據可以被重複再利用，且數據不具有敵對性，對數據的使用者來說，多一個人使用並不會減損原使用者的滿足程度，換言之，個人數據具有巨大的商業價值。目前大量的個人數據掌握在科技平台手上，世界各國在個人隱私與資料自主權上紛紛抬頭，並從法律到政策推出相關計畫，在個人資料的使用與保障之間找到平衡。日本為擴大資料流通與價值，發展出以數據銀行為媒介的開放性的個人數據交易模式。本研究探討日本數據銀行的成因與運作模式，並且挖掘影響在台灣運作的企業使用數據銀行的信任因素。
本研究以探索性研究，並對三位不同產業的企業主管進行深度訪談，以交易信任的四大面向：信任對方面向、基於控制機制的信任面向、感知收益面向、感知風險面向進行探討。
研究發現，影響企業使用數據銀行的信任因素，在信任對方面向包含誠信、數據種類與信用紀錄；基於控制機制的信任包含第三方認證、合約、數據品質、數據來源可驗證、系統透明度、系統的可查核性、系統可運作、系統穩定性、系統易用性、系統安全性與法律；感知風險面向包含金錢損失、法律不完備、業務停擺、決策失誤、聲譽下降與交易糾紛；感知收益面向包含業績成果、法律風險下降、成本降低、聲譽、行銷成果、效益成果、優化服務與商品。此外，研究也顯示，相較於數據提供者，數據銀行本身的可信度對企業而言更具影響力。最後，本研究依據研究結果提出實務建議，以期能對台灣的數位發展有所助益。

"Data is the oil of the 21st century". But data is different from oil, data is reusable and not hostile. From data users’ sentiment, increasing data users would not decrease the original users’ satisfaction, which referred to enormous commercial of data value. At present, abundant personal data is hold by technology platforms. However privacy and data autonomy are raised among development countries with relevant policy and laws launched in order to counterpoise usage and security of personal data. In Japan, personal data bank is developed to expand circulation and value of data for personal data market. This research aims to explore formation and operation pattern of Japanese personal data bank so as to find the trust factors which influence enterprises collaborate with data bank in Taiwan.
This research is exploratory research of in-depth interviewing 3 different industries seniors according 4 dimension of transaction trust which is trust in the other party, trust in control mechanisms, potential gain and potential risk.
The research find that trust factors which effect enterprise to use trust bank including honest, data type and credit record referred to trust in the other party; third party certification, contract, data quality, data resource verifiable, system transparent, system audit, system operation, system stability, ease use of system, system security and laws referred to trust in control mechanisms; monetary lost, incomplete law, affair halt, tactics mistaken, reputation decline and transaction dispute referred to potential risk; sales performance, declined risk of law, cost decline, reputation, marketing performance, benefits performance, and optimized services and products referred to potential gain. Further, the trustworthiness of data bank impact enterprises more than individuals who provide data. Finally, hopefully this research is worth improving digital development of Taiwan.

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