行動商務中的隱私計算：行動隱私知識與技能的調節作用

Exploring Privacy Calculus in Mobile Commerce: Moderating Effect of Mobile Privacy Knowledge and Skills

智慧感測器與人工智慧透過分析使用者的數位足跡，提升了行動商務的效能。本研究針對423名台灣受訪者的研究，運用隱私計算理論，探討了影響隱私顧慮與對行動服務信任的效益與風險。研究結果顯示，感知效益與風險顯著影響隱私顧慮與信任。並且行動隱私知識與技能均調節了隱私顧慮與資訊揭露意圖之間的關係。行動隱私技能則調節信任與資訊揭露意圖的關係，但在知識對資訊揭露意圖之間的調節效果則呈現統計不顯著。本研究提供了一個整合模型，幫助行動服務提供商理解使用者的資訊揭露意圖。

Intelligent sensors and AI have enhanced mobile commerce by analyzing users’digital footprints. Using privacy calculus theory, a study of 423 Taiwanese respondents examined the benefits and risks impacting privacy concerns and trust in mobile services. Findings revealed that perceived benefits and risks significantly affect privacy concerns and trust. Mobile privacy knowledge and skills moderate the relationship between privacy concerns and disclosure intention. Mobile privacy skills moderate trust and disclosure intention, while knowledge does not. This study offers an integrated model to help mobile service providers understand users’intentions to disclose information.