隨著網際網路的蓬勃發展，現今世代的消費者獲得商品與服務資訊的管道已漸漸由傳統媒體轉向網路平台。跟隨著這個趨勢，利用大數據技術萃取消費者的網路瀏覽資訊，進而在消費者瀏覽網頁或社群媒體頁面時推播廣告的線上行為廣告(online behavioral advertising)技術也逐漸提升。然而，隨著消費者對於個人隱私資訊意識的提升，線上行為廣告必然將觸及網路隱私權疑慮的議題，線上行為廣告的內容除達到提升購買意願的目的之外，亦須讓消費者不會產生個人隱私受到侵犯的情緒。
本研究探討消費者對於自身社群媒體頁面所示廣告內容之尷尬情緒程度以及對於該廣告內容的公開分享意願兩種不同類型之觀感，是否引導消費者對社群平台產生隱私權疑慮，以及這些觀感及疑慮是否影響消費者對該廣告內容之產品與服務的購買意願。以臺灣的Facebook使用者為調查對象，共收回425份有效問卷，並以Smart PLS作為問卷分析工作。
研究結果顯示，消費者對於網路平台的隱私權疑慮將會影響到消費者的購買意願，而此網路隱私權疑慮將隨著消費者對於所視之廣告內容的公開分享意願增加而降低，且此公開分享意願亦會直接影響消費者的購買意願；而在尷尬情緒程度的部分，雖不會直接對網路隱私權疑慮產生影響，但是仍是會直接顯著影響到消費者的購買意願。本文最後研究結果提出對廣告主以及後續研究者的建議。

With increasing popularity of the internet, the source of consumer information shifts from traditional media to the Internet, and most recently, to social media. Follow this trend, online behavioral advertising technology has become the norm. However, with the increase of customers' awareness of privacy invasion, internet privacy concern becomes an important issue.
This study aims to investigate the relationship between embarrassment, sharing willingness, Internet privacy concern, and purchase intention on social media. Four hundreds and twenty-five questionnaires were collected from Facebook users in Taiwan. Smart PLS was used to analyze the data
The result showed that embarrassment is positively related to internet privacy concerns whereas sharing willingness is negatively related to internet privacy concerns. Besides, Internet privacy concern and embarrassment are negatively related to purchase intentions whereas sharing willingness is positively related to purchase intentions.

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