文化在隱私的研究中仍然是不明朗的，更不用說先前的文獻大多是以國家層面的文化特色來衡量，而本研究旨在將國家量化至個人層面，並且將過去文獻中的隱私理論與隱私模型套用至物聯網環境之中，並詴圖探討使用者在個人文化價值觀中，有哪些價值觀可能會影響到資訊隱私顧慮；而在資訊隱私的部分亦衡量了在物聯網使用情境中的資訊隱私顧慮(Privacy Concern)、隱私控制(Privacy Control)、信任(Trust)與使用意圖(Interntion to Use)。
本研究透過問卷調查法，總共回收了 243 份有效問卷，並使用 SmartPLS 3.0 統計軟體進行資料分析，而本研究所得之結果為：(1)「信任」正向影響「使用意圖」，(2)「隱私控制」正向影響「信任」，(3)「資訊隱私顧慮」負向影響「隱私控制」，(4)「模糊不容忍」、「性別帄等」、「遠見」正向影響「隱私顧慮」。
本研究希望透過文化的隱私研究彌補研究缺口，並且能讓成果在理論面、實務面都能夠被應用，期望能夠讓廠商在進行行銷活動時能夠有消費者行為作為依據，並且透過提升使用者信任而讓其更願意使用物聯網產品，雖然文化的價值觀並不是能夠被輕易改變的，但是仍然能夠透過鎖定目標特質的客群進行行銷，綜合以上，本研究雖然仍有限制，但是在該領域的研究理應做出一定貢獻。

The role of culture in privacy related research is still unclear nowadays. Besides, many previous researches use features at the country level to measure cultural dimensions. This study aims to measure cultural values of individuals, and applies privacy theories and models to IoT using situations. Also, this paper tries to discuss
which of the individual cultural values may affect user’s information privacy concern. In the part of information privacy, this paper has measured some of the privacy constructs, such as Privacy Concern, Privacy Control, Trust and Intention to Use.
In this study, 243 valid questionnaires were retrieved, and we used the software SmartPLS 3.0 for data analysis. The result shows that: (1) Trust was positively related to Intention to Use. (2) Privacy Control was positively related to Trust. (3)Privacy Concern was negatively related to Privacy Control. (4) Ambiguous, Gender Equality and
Prudence were positively related to Privacy Concern.This study tries to fill up the existing gap of cultural privacy research, and being applied in both aspects of theory and practice. When a manufacturer conducts marketing activities in accordance with the consumer behaviors, it will have some indicators to make consumers more likely to use their IoT products like building trust of users.
Although a person’s value of culture seems hard to change, the manufacturers can still target some certain characteristics to conduct marketing strategies. In summary, this study still has some research limitations though, it still makes some contributions in the research of this area.

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 2
第三節 研究問題與目的 3
第二章 文獻探討 5
第一節 隱私與隱私顧慮 5
一、資訊隱私 5
二、資訊隱私顧慮 6
第二節 物聯網 8
一、物聯網 8
二、物聯網對隱私的威脅 9
第三節 Piyush Sharma 個人文化傾向量表 10
第三章 研究方法 14
第一節 研究模型 14
第二節 研究假說 15
一、信任 15
二、隱私控制 15
三、隱私顧慮 15
四、文化傾向 16
第三節 操作型定義 18
第四節 研究設計 19
一、研究對象 19
二、問卷設計 19
三、資料蒐集 23
第四章 資料分析 24
第一節 樣本敘述型統計分析 24
第二節 測量模型 26
一、信度分析（Reliability） 26
二、收斂效度與區別（Convergent Validity and Discriminant Validity） 27
三、共線性分析（Multicollinearity） 29
第三節 結構模型及假說檢驗 30
第五章 結論與建議 33
第一節 研究結果討論 33
第二節 研究貢獻 37
一、理論面 37
二、實務面 38
第三節 研究限制與未來研究方向 38
參考文獻 41
附錄 本研究正式問卷46

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