現今的商業發展越來越多元及科技化,蓬勃的電子商務產業導致了許多實體店面的業績退縮。實體店家需要不斷地思考如何能夠提升商品服務的品質,提高顧客忠誠度甚至是開源新的客群。在 COVID-19 疫情席捲下,實體店家更紛紛加緊腳步走向數位化及科技化,人臉辨識系統便是被預估會更加普遍應用在商店中的科技之一。然而隱私對於人們仍然是一大重要且無法忽視的問題,在這個人臉辨識技術逐漸成為趨勢的社會中,隱私問題將是想要運用人臉辨識技術的店家無法規避的難題。本研究以隱私為中心結構,以 APCO 模型(Smith et al., 2011)為基礎,欲探討人臉辨識系統應用於商業領域時可能面臨到的隱私問題,旨在討論消費者對於人臉辨識系統的隱私憂慮是否會對於消費者購買意圖造成影響。
本研究以線上問卷的方式收集樣本資料,共回收 413 份有效樣本,並透過統計分析驗證研究模型及構面之信效度。研究結果顯示了消費者的隱私經驗、隱私意識及負向科技準備度會正向影響消費者對商店人臉辨識系統的隱私憂慮。此外,結果亦顯示消費者對人臉辨識系統的隱私憂慮對信任及購買意圖有顯著的負向影響。最後,根據研究結果提出理論面及實務面之貢獻與研究建議,期望對於未來人臉辨識系統在商業領域上的發展策略有所幫助。

The development in business field is getting more technological and diversified; the thriving E-commerce industry has caused many brick-and-mortar to fade away. Owners of brick-and-mortar need to constantly think about how to improve the quality of their goods and services to increase customer loyalty and even to develop groups of new customers. Also, under the Covid-19 pandemic, brick-and mortar stores are stepping up to digitalization and information technology, and facial recognition system is expected to be one of the new technologies that will be commonly used in brick-and-mortar stores. However, privacy is still an important issue that cannot be ignored. While facial recognition system is gradually becoming a trend, privacy issues will be an unavoidable problem for stores that want to apply facial recognition system. This research considered privacy concern as centric structure, and the research model was developed based on the APCO Macro Model(Smith et al., 2011). The purpose is to discuss the privacy issues that facial recognition systems may face when it is applied to business filed, and to discuss that if customers’ privacy concern will affect consumers’ purchase intention.
A total of 413 valid samples were collected by means of online questionnaires in this study. Statistical analysis was used to verify the reliability and validity of the research model and the constructs. The result shows that customers’ privacy experience, privacy awareness and negative technology readiness will positively affect customers’ privacy concern about facial recognition system. In addition, it also shows that customers’ privacy concern about facial recognition system have a significant negative impact on customers’ trust and purchase intention. To sum up, theoretical contributions, practical contributions and the suggestions were given at the end of the study, and it is expected to be helpful to the future strategy of facial recognition system in business field.

目錄

論文審定書 i
摘要 ii
Abstract iii
目錄 iv
圖次 vi
表次 vii
第一章 緒論 1
第一節 研究背景 1
第二節 研究動機 3
第三節 研究問題與目的 5
第四節 研究流程 5
第二章 文獻探討 7
第一節 人臉辨識系統 7
第二節 科技準備度(Technology Readiness Index, TRI) 8
第三節 從眾性 10
第四節 隱私 11
第五節 Antecedent-Privacy Concern-Outcome Macro Model 12
第六節 信任 13
第三章 研究架構與方法 15
第一節 研究架構 15
第二節 研究假說 16
一、隱私經驗對隱私憂慮的影響 16
二、隱私意識對隱私憂慮的影響 16
三、從眾性對隱私憂慮的影響 17
四、科技準備度對隱私憂慮的影響 17
五、對商店的信任 18
六、消費者購買意圖 18

第三節 操作型定義 20
第四節 研究設計 21
一、研究對象 21
二、問卷設計 21
三、前測與資料收集 25
第四章 資料分析 26
第一節 樣本基本資料分析 26
第二節 衡量模型 27
一、信度分析(Reliability) 28
二、收斂效度分析(Convergent Validity) 29
三、區別效度分析(Discriminant Validity) 31
四、共線性分析(Multicollinearity) 32
五、共同方法偏誤(Common Method Bias) 33
第三節 模型與假說驗證 35
第五章 結論與建議 38
第一節 研究結果與建議 38
一、影響消費者對商店人臉辨識系統的隱私憂慮之因素 38
二、消費者對商店人臉辨識系統的隱私憂慮造成的結果 39
三、消費者對商店的信任對購買意圖的影響 40
第二節 理論及實務意涵 40
一、理論面 40
二、實務面 40
第三節 研究限制與未來研究方向 41
參考文獻 43
附錄:本研究正式問卷 49

圖次

圖 1-1 研究流程 6
圖 2-1 2019 年至 2024 年間美國人臉辨識系統預估市值成長率 8
圖 2-2 科技準備度(TRI)架構 9
圖 2-3 APCO Macro Model 12
圖 3-1 研究架構 15
圖 4-1 研究模型驗證結果 36


表次

表 1-1 各種生物辨識技術比照表 1
表 2-1 科技準備度(TRI)之構面與定義 9
表 2-2 資訊隱私的四個維度 11
表 2-3 信任的定義 13
表 3-1 研究變數之操作型定義 20
表 3-2 隱私經驗(Privacy Experience)問項 21
表 3-3 隱私意識(Privacy Awareness)問項 22
表 3-4 從眾性(Conformity)問項 22
表 3-5 科技準備度(Technology Readiness Index)問項 22
表 3-6 隱私憂慮(Privacy Concern)問項 23
表 3-7 對商店的信任(Trust)問項 24
表 3-8 購買意圖(Purchase Intention)問項 24
表 4-1 有效樣本之基本統計資料 26
表 4-2 各構面之敘述型統計分析 28
表 4-3 PLS 驗證性因素分析與交叉負荷矩陣 29
表 4-4 平均變異萃取量平方根值與各構面之間的相關係數表 31
表 4-5 HTMT 區別效度檢驗表 32
表 4-6 共線性分析 33
表 4-7 共同方法偏誤-Harman 單因子檢定 34
表 4-8 假說驗證結果 37

英文部分
Ajzen, I. (1991). "The Theory of Planned Behavior." Organizational Behavior and Human Decision Processes 50(2): 179-211.
Ali, H., and Birley, S. (1998). "The Role of Trust in the Marketing Activities of Entrepreneurs Establishing New Ventures." Journal of Marketing Management, 14(7), 749-763.
Antoniou, G. and L. Batten (2011). "E-commerce: Protecting Purchaser Privacy to Enforce Trust." Electronic Commerce Research 11(4): 421.
Bélanger, F. and R. E. Crossler (2011). "Privacy in the Digital Age: A Review of Information Privacy Research in Information Systems." MIS Quarterly: 1017-1041.
Barnett, M. L. et al. (2006). "Corporate Reputation: The Definitional Landscape." Corporate Reputation Review 9(1): 26-38.
Belk, R. W. (1975). "Situational Variables and Consumer Behavior." Journal of Consumer Research 2(3): 157-164.
Bernheim, B. D. (1994). "A Theory of Conformity." Journal of Political Economy 102(5): 841-877.
Blackwell, R. D. et al. (2001). "Consumer Behavior, Publisher: Ohio, Mike Roche." Reasons for Love-Solomon-2002-Journal for the Theory of Social.
Boritz, J. E. and W. G. No (2011). "E-Commerce and Privacy: Exploring What We Know and Opportunities for Future Discovery." Journal of Information Systems 25(2): 11-45.
Bowyer, K. W. (2004). "Face Recognition Technology: Security Versus Privacy." IEEE Technology and Society Magazine 23(1): 9-19.
Cate, F. H. (1997). "Privacy in the Information Age." Brookings Institution Press Washington, DC.
Cespedes, F. V. and H. J. Smith (1993). "Database Marketing: New Rules for Policy and Practice." MIT Sloan Management Review 34(4): 7.
Chen, Y.-C. et al. (2015). "The Effects of Risk and Hedonic Value on the Intention to Purchase on Group Buying Website: The Role of Trust, Price and Conformity Intention." Universal Journal of Management 3(6): 246-256.
Chen, Y. F. and H. F. Lu (2015). "We‐Commerce: Exploring Factors Influencing Online Group‐Buying Intention in Taiwan from a Conformity Perspective." Asian Journal of Social Psychology 18(1): 62-75.
Cho, C.-H. and U.o.T.a.A.i.a.as (2004). "Why do People Avoid Advertising on the Internet?" Journal of Advertising 33(4): 89-97.
Chun, R. (2005). "Corporate Reputation: Meaning and Measurement." International Journal of Management Reviews 7(2): 91-109.
Cohen, J. (2013). Statistical Power Analysis for the Behavioral Sciences, Academic Press.
Diamantopoulos, A. and J. A. Siguaw (2006). "Formative versus Reflective Indicators in Organizational Measure Development: A Comparison and Empirical Illustration." British Journal of Management 17(4): 263-282.
Dijkmans, C. et al. (2015). "A Stage to Engage: Social Media Use and Corporate Reputation." Tourism Management 47: 58-67.
Dinev, T. and P. Hart (2006). "An Extended Privacy Calculus Model for E-commerce Transactions." Information Systems Research 17(1): 61-80.
Doney, P. M. and J. P. Cannon (1997). "An Examination of the Nature of Trust in Buyer–Seller Relationships." Journal of Marketing 61(2): 35-51.
Fornell, C. and D. F. Larcker (1981). Structural Equation Models with Unobservable Variables and Measurement Error: Algebra and Statistics, Sage Publications Sage CA: Los Angeles, CA.
Fraenkel, O. K. (1968). "ALAN F. WESTIN. Privacy and Freedom." The ANNALS of the American Academy of Political and Social Science 377(1): 196-197.
Gefen, D. (2002). "Reflections on the Dimensions of Trust and Trustworthiness among Online Consumers." ACM SIGMIS Database: the DATABASE for Advances in Information Systems 33(3): 38-53.
Gefen, D. et al. (2003). "Trust and TAM in Online Shopping: an Integrated Model." MIS Quarterly 27(1): 51-90.
Hair, A. (1998). "Tatham, and Black." Análisis Multivariante.
Hair, J. F. et al. (2011). "PLS-SEM: Indeed a Silver Bullet." Journal of Marketing Theory and Practice 19(2): 139-152.
Henseler, J. et al. (2016). "Using PLS Path Modeling in New Technology Research: Updated Guidelines." Industrial Management & Data Systems.
Johnson, D., and Grayson, K. (2005). Cognitive and Affective Trust in Service Relationships. Journal of Business Research, 58(4), 500-507.
Keh, H. T. and Y. Xie (2009). "Corporate Reputation and Customer Behavioral Intentions: The Roles of Trust, Identification and Commitment." Industrial Marketing Management 38(7): 732-742.
Kim, J. and H. S. Park (2011). "The Effect of Uniform Virtual Appearance on Conformity Intention: Social Identity Model of Deindividuation Effects and Optimal Distinctiveness Theory." Computers in Human Behavior 27(3): 1223-1230.
Kline, R. B. (2015). Principles and Practice of Structural Equation Modeling, Guilford Publications.
Lai, C.S. et al. (2010). "The Effects of Corporate Social Responsibility on Brand Performance: The Mediating Effect of Industrial Brand Equity and Corporate Reputation." Journal of Business Ethics 95(3): 457-469.
Lankton, N. K. and J. F. Tripp (2013). "A Quantitative and Qualitative Study of Facebook Privacy Using the Antecedent-Privacy Concern-Outcome Macro Model."
Lee, Y. J. and J. Park (2008). "The Mediating Role of Consumer Conformity in E-Compulsive Buying." ACR North American Advances.
Leibenstein, H. (1950). "Bandwagon, Snob, and Veblen Effects in the Theory of Consumers' Demand." The Quarterly Journal of Economics 64(2): 183-207.
Liu, C. et al. (2005). "Beyond Concern—a Privacy-Trust-Behavioral Intention Model of Electronic Commerce." Information & Management 42(2): 289-304.
Luo, X. (2002). "Trust Production and Privacy Concerns on the Internet: A Framework based on Relationship Marketing and Social Exchange Theory." Industrial Marketing Management 31(2): 111-118.
Macinnis, H. (1997). "Consumer Behavior." Boston, New York: Houghton Mifflin Compamy: 393-394.
Malhotra, N. K. et al. (2004). "Internet Users' Information Privacy Concerns (IUIPC): The Construct, the Scale, and a Causal Model." Information Systems Research 15(4): 336-355.
Mayer, R. C. et al. (1995). "An Integrative Model of Organizational Trust." Academy of Management Review 20(3): 709-734.
McKnight, D. H. et al. (1998). "Initial Trust Formation in New Organizational Relationships." Academy of Management Review 23(3): 473-490.
Mukherjee, A., and Nath, P. (2007). Role of Electronic Trust in Online Retailing: A Re-examination of the Commitment-Trust Theory. European Journal of Marketing, 41(9/10), 1173-1202.
Nguyen, N. and G. Leblanc (2001). "Corporate Image and Corporate Reputation in Customers' Retention Decisions in Services." Journal of Retailing and Consumer Services 8(4): 227-236.
Nowak, G. J. and J. Phelps (1995). "Direct Marketing and the Use of Individual-Level Consumer Information: Determining How and When“Privacy” Matters." Journal of Direct Marketing 9(3): 46-60.
Parasuraman, A. (2000). "Technology Readiness Index (TRI) a Multiple-Item Scale to Measure Readiness to Embrace New Technologies." Journal of Service Research 2(4): 307-320.
Phelps, J. et al. (2000). "Privacy Concerns and Consumer Willingness to Provide Personal Information." Journal of Public Policy & Marketing 19(1): 27-41.
Podsakoff, P. M. and D. W. Organ (1986). "Self-Reports in Organizational Research: Problems and Prospects." Journal of Management 12(4): 531-544.
Roberts, L. G. (1963). Machine Perception of Three-Dimensional Solids, Massachusetts Institute of Technology.
Roelofs, J. et al. (2003). "The Pain Vigilance and Awareness Questionnaire (PVAQ): Further Psychometric Evaluation in Fibromyalgia and Other Chronic Pain Syndromes." Pain 101(3): 299-306.
Siau, K. and Z. Shen (2003). "Building Customer Trust in Mobile Commerce." Communications of the ACM 46(4): 91-94.
Smith, H. J. et al. (2011). "Information Privacy Research: An Interdisciplinary Review." MIS Quarterly 35(4): 989-1016.
Smith, H. J. et al. (1996). "Information Privacy: Measuring Individuals' Concerns about Organizational Practices." MIS Quarterly: 167-196.
Tsao, W.C. et al. (2015). "Compliance with eWOM: The Influence of Hotel Reviews on Booking Intention from the Perspective of Consumer Conformity." International Journal of Hospitality Management 46: 99-111.
Turk, M. A. and A. P. Pentland (1991). Face Recognition Using Eigen Faces. Proceedings. 1991 IEEE Computer Society Conference on Computer Vision and Pattern Recognition, IEEE.
Urbach, N. and F. Ahlemann (2010). "Structural Equation Modeling in Information Systems Research Using Partial Least Squares." Journal of Information Technology Theory and Application 11(2): 5-40.
Van Dyke, T. P. et al. (2007). "The Effect of Consumer Privacy Empowerment on Trust and Privacy Concerns in E‐Commerce." Electronic Markets 17(1): 68-81.
Walczuch, R. and Lundgren, H. (2004). Psychological Antecedents of Institution-Based Consumer Trust in E-Retailing. Information & Management, 42(1), 159-177.
Wang, Y., et al. (2006). "The Roles of Brand Equity and Corporate Reputation in CRM: a Chinese study." Corporate Reputation Review 9(3): 179-197.
Wilkie. M. (1994). Consumer behavior, (3rd ed.). New York: John Wiley and Sons Inc.
Wilson, G. D. and J. R. Patterson (1968). "A New Measure of Conservatism." British Journal of Social and Clinical Psychology 7(4): 264-269.
Žabkar, V. and M. Arslanagić-Kalajdžić (2014). "The Impact of Corporate Reputation and Information Sharing on Value Creation for Organizational Customers." South East European Journal of Economics and Business 8(2): 42-52.
Zhang, R. et al. (2013). "Mobile Commerce and Consumer Privacy Concerns." Journal of Computer Information Systems 53(4): 31-38.
Zhou, T. (2011). "An Empirical Examination of Initial Trust in Mobile Banking." Internet Research.

中文部分
王郁琦 (2006). "生物辨識技術之運用對隱私權的影響." 科技法學評論 3(2): 49-106
任文瑗 et al. (2006). "資訊隱私侵害行為意圖之研究." 資訊, 科技與社會 6(2): 77-100.
林倩如 (2010). "心理契約滿足, 知覺組織支持, 組織犬儒主義對服務導向組織公民行為影響之研究." 臺灣師範大學科技應用與人力資源發展學系學位論文: 1-178.
林祐平 (2012). "框架效應, 從眾效應與反抗心理 對網路消費者決策之影響."
林隆儀、許慶珍 (2007). "參考群體與消費態度在消費動機對購買意圖影響的干擾效果—以老年消費者購買保健食品為例."
林靖文 (2011). "運用科技準備度與科技接受模型探討公共圖書館使用者使用數位服務科技之意願-以國立臺中圖書館為例." 臺灣大學圖書資訊學研究所學位論文: 1-127.
林穎佐 (2013). "商店形象, 信任與知覺價值對顧客忠誠度的影響-以高雄市建國商圈電腦公司為例"
陳慶文 et al. (2012). "影響消費者使用平板電腦相關因素之研究"
柯佳英 et al. (2012). "從科技準備度探討使用者接受度之影響: 以行動裝置服務為例"
徐子軒 (2019). "臉孔強盜？以舊金山「人臉辨識」的監控禁令為例"
黃芷琪 (2015). "以信任觀點探討群眾募資網站上贊助者出資意圖." 中山大學資訊管理學系研究所學位論文: 1-126.
曾婉菁 (2014). "人臉偵測及辨識方法探究"

網站
2017 - 2024 年全球臉部辨識市場預測報告。Retrieved from http://3smarket-info.blogspot.com/2019/12/2017-2024.html
Facial Recognition Market by Component (Software Tools (3D Facial Recognition) and Services), Application (Law Enforcement, Access Control, Emotion Recognition), Vertical (BFSI, Government and Defense, Automotive), and Region - Global Forecast to 2025. Retrieved from https://www.marketsandmarkets.com/Market-Reports/facial-recognition-market-995.html
Harsh Seksaria (2020). Facial Recognition for Retail Store Analytics using OpenCV and AWS. Retrieved from https://medium.com/@harshseksaria/facial-recognition-for-retail-store-analytics-using-opencv-and-aws-255270795e4
TCIT實績案例。Retrieved from http://www.tcit-tw.com/?page_id=4285/
你也被鎖定了嗎？「人臉辨識」在台灣的人權爭議（上）。Retrieved from https://forum.ettoday.net/news/1588461
理解優缺點及應用概況　人臉辨識簡易實作動手玩。Retrieved from http://www.netadmin.com.tw/netadmin/zh-tw/technology/CDAFF5E13BEF4B0D8FF1199F43022D75
亞太電力推智慧零售，助業者拚數位轉型。Retrieved from https://www.ttv.com.tw/finance/view/0620202416247CC98C9D18554F92A242A67E70051A461121/588
精準商業決策、營運高效能，人臉辨識系統搞定。Retrieved from https://www.cyberbiz.co/blog/%E6%99%BA%E6%85%A7%E5%95%86%E5%BA%97%E5%8A%A9%E5%8A%9B%E5%93%81%E7%89%8C%E6%96%B0%E9%9B%B6%E5%94%AE%E8%BD%89%E5%9E%8B%EF%BC%8C4%E5%A4%A7%E6%87%89%E7%94%A8%E4%B8%80%E7%AA%BA%E6%9C%80%E6%96%B0%E6%8A%80/
人臉辨識系統應用—「臉」就是唯一門禁，0.03秒打卡完成。Retrieved from https://www.eosasc.com.tw/cloud-solutions/0i290536516296880113
聚典資訊 實體零售數位轉型專家。Retrieved from https://ctee.com.tw/industrynews/technology/328036.html
臉部辨識系統。Retrieved from https://zh.wikipedia.org/wiki/%E8%87%89%E9%83%A8%E8%BE%A8%E8%AD%98%E7%B3%BB%E7%B5%B1
亞馬遜對外授權無人商店服務，不再限定 Amazon Go。Retrieved from https://technews.tw/2020/03/10/amazon-launches-business-selling-automated-checkout-to-retailers/
智慧新零售 透視無人商店未來趨勢。Retrieved from https://twncarat.wordpress.com/2020/07/02/%E6%99%BA%E6%85%A7%E6%96%B0%E9%9B%B6%E5%94%AE-%E9%80%8F%E8%A6%96%E7%84%A1%E4%BA%BA%E5%95%86%E5%BA%97%E6%9C%AA%E4%BE%86%E8%B6%A8%E5%8B%A2/