以延伸整合型科技接受模式及隱私探討 UID2.0 用戶之行為意圖

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研究生：	曾養騰 Yang-Tang Tseng
論文名稱：	以延伸整合型科技接受模式及隱私探討 UID2.0 用戶之行為意圖 Exploring the Behavioral Intentions of UID2.0 Users through UTAUT2 and Privacy Concerns
指導教授：	欒斌 Pin Luarn
口試委員:	陳正綱 Cheng-Kang Chen 林鴻文 Hong-Wen Lin
學位類別：	碩士 Master
系所名稱：	管理學院 - 企業管理系 Department of Business Administration
論文出版年：	2023
畢業學年度：	111
語文別：	中文
論文頁數：	61
中文關鍵詞：	第三方 Cookie 、廣告投放、精準行銷、UID2.0 、Cookieless
外文關鍵詞：	Cookieless, UID2.0, third-party cookie, precision marketing, ad targeting
相關次數：	點閱：121 下載：2
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隨著隱私權抬頭，用戶對於網路隱私之關注度也提升。為了保護用戶隱私，歐盟訂定了 GDPR，加州訂定了 CCPA 等法規，這些法規的實施讓整體網路風氣得到改善，越來越多的網路用戶開始關注網路隱私。由此，一些主流的瀏覽器，如 Safari 和 Firefox 已經開始限制或禁止第三方 cookie 的使用。這也導致廣告商和網站經營者需要去尋找替代方案以收集用戶資料，並保持廣告的精準投放和用戶體驗。在這種情況下，出現了一些新的技術和產品，例如 Google 推出 Privacy Sandbox 及本次研究主題 UID2.0 等，已經被提出和討論，以解決這些問題。
而這些解決方案的出現，讓保護用戶隱私和廣告行業的發展展生了並存的可能性，則了解用戶對於替代技術或替代產品的態度，能有效幫助廣告業者在廣告投放和用戶隱私之間取得平衡。從過往的研究中可以得知，用戶對於隱私保護和個人資料的關注度不斷提升，並且對於收集和使用其個人資料的廣告商和網站經營者產生了不信任感。然而，同時也有研究指出，如果替代技術能夠提供更好的個性化體驗和更有效的廣告投放，用戶可能會對其持開放態度。因此，本研究將重點探討各個因素對於用戶行為意圖之影響，以提高未來 UID2.0 之使用率和用戶滿意度。
而根據本研究結果顯示，在手機裝置及電腦裝置上，用戶對於影響之因素基本一致，依影響程度排序為價格價值、享樂動機、績效預期。在本研究中以隱私作為調節變數，並以平均數作為區分，劃分為高關注及低關注的族群。然而在本研究中，對於上述三構面，隱私皆未存有調解效果。藉此提出對廣告商及替代技術開發商之廣告建議。

As privacy concerns have grown, users have become increasingly aware of online privacy. In order to protect user privacy, regulations such as GDPR in Europe and CCPA in California have been enacted, improving the overall online environment. Major browsers like Safari and Firefox have begun to limit or block the use of third- party cookies, leading advertisers and website operators to seek alternative ways to collect user data while maintaining ad targeting and user experience. In this context, new technologies and products have emerged, such as Google's Privacy Sandbox and the topic of this study, UID2.0, which have been proposed and discussed to address these issues.
Understanding users' attitudes towards alternative technologies or products can effectively help advertisers strike a balance between ad targeting and user privacy. Previous research has shown that users' concerns about privacy and personal data have continued to increase, leading to a lack of trust in advertisers and website operators who collect and use their personal data. However, some studies have also shown that if alternative technologies can provide better personalized experiences and more effective ad targeting, users may be more open to them. Therefore, this study will focus on exploring the impact of various factors on users' behavioral intentions to improve the usage rate and user satisfaction of UID2.0 in the future.
According to the results of this study, the factors influencing users' intentions are similar on mobile and computer devices, with Price Value, Hedonic Motivation, and Performance Expectations being the top three. Privacy was used as a moderating variable in this study and was divided into high and low concern groups based on the mean. However, no moderating effects of privacy were found for these three factors. Advertising recommendations for advertisers and alternative technology developers are suggested based on these findings.

目錄
第一章 緒論 ...........................................................................................1
1 研究背景................................................................................................................. 1
2 研究動機................................................................................................................. 2
3 研究目的及重要性 ................................................................................................. 3
第二章 文獻探討....................................................................................3
1 UID 2.0....................................................................................................................3
1.1 UID 2.0 發展背景............................................................................................... 4
1.2 UID 2.0 運作方式............................................................................................... 4
1.3 UID 2.0 理念 ...................................................................................................... 5
2 科技接受模式發展 ................................................................................................. 6
2.1. 整合型科技接受模型發展演變 ......................................................................... 6
2.2. 整合型科技接受模型 UTAUT ...........................................................................7
2.3. 延伸整合型科技接受模型 UTAUT2 .................................................................9
3 隱私 ......................................................................................................................11 第三章 研究方法..................................................................................11
1 研究假說............................................................................................................... 11
1.1 績效預期對行為意圖之影響 ........................................................................... 12
1.2 努力預期對行為意圖之影響 ........................................................................... 12
1.3 社群影響對行為意圖之影響 ........................................................................... 12
1.4 便利條件對行為意圖之影響 ........................................................................... 12
1.5 享樂動機對行為意圖之影響 ........................................................................... 13
1.6 價格價值對行為意圖之影響 ........................................................................... 13
1.7 習慣對行為意圖之影響................................................................................... 13
1.8 隱私關注度之假設........................................................................................... 14
2 研究架構............................................................................................................... 14
3 資料分析方式.......................................................................................................15
4.1 敘述性統計 ...................................................................................................... 15
4.2 信度分析 .......................................................................................................... 15
4.3 迴歸檢定 .......................................................................................................... 16
4 問卷設計............................................................................................................... 16
3.1 問卷填答流程 .................................................................................................. 16
3.2 實驗素材 .......................................................................................................... 17
3.3 實驗網頁設計 .................................................................................................. 17
3.4 第一次前測 ...................................................................................................... 20 v
3.5 第二次前測 ...................................................................................................... 22
3.6 正式問卷及操作型定義................................................................................... 22
3.7 樣本資料收集 .................................................................................................. 25
第四章 研究分析結果..........................................................................26
1 敘述性統計........................................................................................................... 26
2 信度分析............................................................................................................... 28
3 迴歸分析............................................................................................................... 29
4 階層迴歸............................................................................................................... 30
4.1 「隱私」作為調節變數對績效預期之影響 ................................................... 30
4.2 「隱私」作為調節變數對享樂動機之影響 ................................................... 31
4.3 「隱私」作為調節變數對價格價值之影響 ................................................... 32
4.4 「隱私」作為調節變數對習慣之影響 ........................................................... 33
第五章 結論與建議..............................................................................34
1 研究結果............................................................................................................... 35
1.1 影響用戶之行為意圖....................................................................................... 36
1.2 隱私調節之影響 .............................................................................................. 36
1.3 各構面於不同裝置是否存有差異 ................................................................... 37
2 研究貢獻及實務貢獻 ........................................................................................... 37
2.1 學術意涵 .......................................................................................................... 37
2.2 實務意涵 .......................................................................................................... 38
3 研究限制與未來研究方向 ................................................................................... 39 參考文獻 ............................................................................................... 40
中文文獻............................................................................................................... 40
英文文獻............................................................................................................... 40
附錄一:研究問卷 ................................................................................. I
vi

圖目錄
圖 1 UID2.0 運行流程圖...............................................................................5 圖 2 整合型科技接受模型架構圖(UTAUT) ..........................................9 圖 3 延伸整合型科技接受模型架構圖(UTAUT2) ..............................10 圖 4 研究架構圖..........................................................................................15 圖 5 網頁介面流程手機版 1.......................................................................17 圖 6 網頁介面流程手機版 2.......................................................................18 圖 7 網頁介面流程電腦版 1.......................................................................18 圖 8 網頁介面流程電腦版 2.......................................................................19 圖 9 網頁介面流程電腦版 3.......................................................................19
vii

表目錄
表 1 問卷修改-題項 ....................................................................................20 表 2 問卷修改-背景介紹詞 ........................................................................20 表 2 問卷修改-背景介紹詞(續)..................................................................21 表 3 問卷修改-UID 2.0 介紹詞 ..................................................................21 表 3 問卷修改-UID 2.0 介紹詞(續)............................................................22 表 4 前測問卷-信度分析 Cronbach’s α 係數表.........................................22 表 5 正式問卷操作性定意及衡量問項......................................................23 表 5 正式問卷操作性定意及衡量問項(續) ............................................... 24 表 5 正式問卷操作性定意及衡量問項(續) ............................................... 25 表 6 有效樣本人口分布統計......................................................................26 表 6 有效樣本人口分布統計(續) ............................................................... 26 表 6 有效樣本人口分布統計(續) ............................................................... 28 表 7 正式問卷信度分析 Cronbach’s α 係數 ..............................................28 表 8 多元迴歸分析結果..............................................................................29 表 9 階層迴歸分析-績效預期 ....................................................................31 表 10 階層迴歸分析-享樂動機 ..................................................................32 表 11 階層迴歸分析-價格價值 ..................................................................33 表 12 階層迴歸分析表-習慣 ......................................................................34 表 13 階層迴歸分析統整表........................................................................34 表 14 研究假說驗證表................................................................................35 表 14 研究假說驗證表(續)....................................................................36
                                

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