隨著網路的崛起，顧客在接受服務和購買商品不再侷限於單一管道。企業為了設計更精準的行銷策略，也致力於拓展顧客多元接觸點，並通過通路整合，收集更廣泛、更詳細的顧客資訊，企業的行銷策略也從多通路轉為全通路發展。巨量資料收集引發顧客對於隱私權的疑慮，進而使顧客拒絕提供個人資料或刻意提供錯誤的個人資料，顧客是否有意願提供個人資料為當今重要議題。現今規範企業收集個人資訊的隱私條約通常冗長且難以理解，大多顧客沒有仔細閱讀隱私條約，但為了使用服務而被迫選擇「同意」。此外，有越來越多顧客因隱私安全性疑慮而拒絕使用線上通路。因此，本研究主要探討顧客對於企業的隱私條約的「理解」與「感知安全」的重要性，以及其對於顧客個人資料的提供「意願」的影響。另外，依據品牌聲譽以及顧客和品牌關係的強度不同，顧客對於品牌的信任程度也會不同，亦會影響顧客理解及感知安全對於提供個人資訊意願的關聯性。
本研究以實驗設計的方式，利用情境操弄「理解」、「感知安全」、「品牌聲譽」及「顧客和品牌關係強度」之高低，並觀察各種不同情境組合與不同產業種類下，受試者對於提供個人資料的意願。結果顯示，理解和感知安全對於提供個人資料意願都有顯著的正向影響，高程度的理解與感知安全皆能創造高程度意願，低程度的理解與感知安全皆會顯著降低意願。另外，當品牌具有良好聲譽時，「感知安全」對於提供個人資料的意願將顯著增強，並且，當顧客和品牌關係強度高，「感知安全」對於提供個人資料的意願也將顯著增強。由此可知，顧客對於零售業者與金融業者收集個人資料的「理解」與「感知安全」相當重要，同時，零售業者與金融業者也必須在平時建議良好的品牌聲譽及顧客和品牌關係強度，進而提升顧客提供個人資料的意願，以利於設計更精準的行銷策略。

With the advancement of technology and the rise of the Internet, customers are no longer limited to a single channel when receiving services and purchasing goods. At the same time, to make a more accurate marketing strategy, the company is also committed to expanding multiple customer contact points and collecting more extensive and detailed customer information through channel integration. Therefore, the company's marketing strategy has changed from multi-channel to omni-channel development. The vast amount of data collection has caused customers to doubt privacy, making them refuse to provide personal data or represent their data. Therefore, whether customers are willing to provide personal data is an important issue now. Among them, the current privacy statements that regulate the collection of personal information by companies are often lengthy and difficult to understand. Most customers do not read the privacy statement carefully but are forced to choose "agree" to use the service. In addition, more and more customers have concerns about privacy and security, then refuse to use the online channel. Therefore, this study mainly explores the importance of customers' "comprehension" and "perceived security" of privacy statements and their impact on customers' voluntariness to provide personal data. In addition, depending on the brand reputation and the strength of the customer-brand relationship, the degree of customer trust in the brand will also vary, affecting the relevance of customer understanding and perceived safety to the voluntariness to provide personal information.
This study used the method of experimental design to manipulate the levels of "comprehension," "perceived security," "brand reputation," and "customer-brand relationship strength" by using situational manipulation and observing customers' voluntariness in providing personal information under the different situational combinations and different industries. The results show that both comprehension and perceived security have a significant positive impact on the customers' voluntariness to provide personal information, a high level of comprehension and perceived security can create a high level of voluntariness, and a low level of comprehension and perceived security can significantly reduce voluntariness. In addition, when the brand has a good reputation, the "perceived security" significantly enhances the willingness to provide personal information. Moreover, when the customer-brand relationship is strong, the "perceived security" also significantly increases the voluntariness to provide personal information. Hence, it is evident that customers' "comprehension" and "perceived security" regarding collecting personal information by retail and financial companies are crucial. Simultaneously, retail and financial companies must consistently cultivate a positive brand reputation and strengthen customer-brand relationships to enhance customers' willingness to provide personal information. This, in turn, facilitates the development of more precise marketing strategies.

Table of Contents v
List of Figures vii
List of Tables viii
1. Introduction 1
1.1. Research background and motivation 1
1.2. Research purpose 2
2. Literature Review and Hypotheses 6
2.1. Voluntariness 6
2.2. Privacy concern 7
2.2.1. Comprehension 9
2.2.2. Perceived security 10
2.3. Moderation: Brand reputation and Customer-brand relationship Strength 13
2.3.1. Brand reputation 13
2.3.2. Customer-brand relationship strength 14
3. Research Framework and Methodology 16
3.1. Research Framework and design 16
3.2. Method 16
3.2.1. Stimulus materials 17
3.2.2. Measures 20
3.2.3. Subjects and procedure 23
4. Result 25
4.1. Manipulation checks 25
4.2. Reliability and construct validity 26
4.3. Common method variance (CMV) 29
4.4. Hypotheses testing 29
4.5. Moderation effect 31
5. Conclusion 37
5.1. Discussion and Implications 37
5.2. Limitation and Future Directions 41
Appendix 43
References 47

Ackerman, M. S., Cranor, L. F., & Reagle, J. (1999). Privacy in e-commerce: examining user scenarios and privacy preferences. In Proceedings of the 1st ACM Conference on Electronic Commerce, 1-8.
Anderson, J. C., & Gerbing, D. W. (1988). Structural equation modeling in practice: A review and recommended two-step approach. Psychological bulletin, 103(3), 411.
Anic, I. D., Budak, J., Rajh, E., Recher, V., Skare, V., & Skrinjaric, B. (2019). Extended model of online privacy concern: what drives consumers’ decisions? Online Information Review, 43(5), 799-817.
Apaua, R., & Lallie, H. S. (2022). Measuring User Perceived Security of Mobile Banking Applications. arXiv preprint arXiv:2201.03052.
Bang, H., Odio, M. A., & Reio, T. (2014). The moderating role of brand reputation and moral obligation: An application of the theory of planned behavior. Journal of Management Development, 33(4), 282-298.
Bashir, M., Hayes, C., Lambert, A. D., & Kesan, J. P. (2015a). Online privacy and informed consent: The dilemma of information asymmetry. Proceedings of the Association for Information Science and Technology, 52(1), 1-10.
Bashir, R., Mehboob, I., & Bhatti, W. (2015b). Effects of Online Shopping Trends on Consumer-Buying Behaviour: An Empirical Study of Pakistan. Journal of Management and Research, 2(2), 1-24.
Beck, N., & Rygl, D. (2015). Categorization of multiple channel retailing in Multi-, Cross-, and Omni‐Channel Retailing for retailers and retailing. Journal of retailing and consumer services, 27, 170-178.
Benndorf, V., Kübler, D., & Normann, H. T. (2015). Privacy concerns, voluntary disclosure of information, and unraveling: An experiment. European Economic Review, 75, 43-59.
Bradlow, E. T., Gangwar, M., Kopalle, P., & Voleti, S. (2017). The role of big data and predictive analytics in retailing. Journal of retailing, 93(1), 79-95.
Brown, B., & Logsdon, J. M. (1997). Factors influencing Fortune's corporate reputation for. Proceedings of the International Association for Business and Society, Vol. 8, 361-372.
Chen, S. J., Tamilmani, K., Tran, K. T., Waseem, D., & Weerakkody, V. (2022). How privacy practices affect customer commitment in the sharing economy: A study of Airbnb through an institutional perspective. Industrial Marketing Management, 107, 161-175.
Degirmenci, K. (2020). Mobile users’ information privacy concerns and the role of app permission requests. International Journal of Information Management, 50, 261-272.
Delgado‐Ballester, E., & Munuera‐Alemán, J. L. (2001). Brand trust in the context of consumer loyalty. European Journal of marketing, 35(11/12), 1238-1258.
Dommeyer, C. J., & Gross, B. L. (2003). What consumers know and what they do: An investigation of consumer knowledge, awareness, and use of privacy protection strategies. Journal of Interactive Marketing, 17(2), 34-51.
Eastlick, M. A., Lotz, S. L., & Warrington, P. (2006). Understanding online B-to-C relationships: An integrated model of privacy concerns, trust, and commitment. Journal of business research, 59(8), 877-886.
Faja, S., & Trimi, S. (2006). Influence of the Web Vendor's Interventions on Privacy-related Behaviors in E-commerce. Communications of the Association for Information Systems.
Fombrun, C. J., & Rindova, V. P. (2000a). The road to transparency: Reputation management at Royal Dutch/Shell. The expressive organization, 7, 7-96
Fombrun, C. J., Gardberg, N. A., & Sever, J. M. (2000b). The Reputation Quotient SM: A multi-stakeholder measure of corporate reputation. Journal of brand management, 7, 241-255.
Fornell, C., & Larcker, D. F. (1981). Evaluating structural equation models with unobservable variables and measurement error. Journal of marketing research, 18(1), 39-50.
Foroudi, P. (2019). Influence of brand signature, brand awareness, brand attitude, brand reputation on hotel industry’s brand performance. International journal of hospitality management, 76, 271-285.
Fournier, S., & Alvarez, C. (2012). Brands as relationship partners: Warmth, competence, and in-between. Journal of Consumer Psychology, 22(2), 177–185.
Friedman, B., Felten, E., & Millett, L. I. (2000a). Informed consent online: A conceptual model and design principles. University of Washington Computer Science & Engineering Technical Report 00–12–2, 8.
Friedman, B., Khan Jr, P. H., & Howe, D. C. (2000b). Trust online. Communications of the ACM, 43(12), 34-40.
Gal-Or, E., Gal-Or, R., & Penmetsa, N. (2018). The role of user privacy concerns in shaping competition among platforms. Information Systems Research, 29(3), 698-722.
Goldstein, N. J., Cialdini, R. B., & Griskevicius, V. (2008). A room with a viewpoint: Using social norms to motivate environmental conservation in hotels. Journal of consumer Research, 35(3), 472-482.
Grewal, D., Hulland, J., Kopalle, P. K., & Karahanna, E. (2020). The future of technology and marketing: A multidisciplinary perspective. Journal of the Academy of Marketing Science, 48, 1-8.
Gupta, A. K., Smith, K. G., & Shalley, C. E. (2006). The interplay between exploration and exploitation. Academy of management journal, 49(4), 693-706.
Hall, R. (1993). A Framework Linking Intangible Resources and Capabilities to Sustainable Competitive Advantage. Strategic Management Journal, 14, 607-618.
Hayes, J. L., Brinson, N. H., Bott, G. J., & Moeller, C. M. (2021). The influence of consumer–brand relationship on the personalized advertising privacy calculus in social media. Journal of Interactive Marketing, 55(1), 16-30.
Herbig, P., & Milewicz, J. (1995). The relationship of reputation and credibility to brand success. Journal of consumer marketing, 12(4), 5-11.
Inman, J. J., & Nikolova, H. (2017). Shopper-facing retail technology: A retailer adoption decision framework incorporating shopper attitudes and privacy concerns. Journal of retailing, 93(1), 7-28.
Khamitov, M., Wang, X., & Thomson, M. (2019). How well do consumer-brand relationships drive customer brand loyalty? Generalizations from a meta-analysis of brand relationship elasticities. Journal of Consumer Research, 46(3), 435-459.
Korunovska, J., Kamleitner, B., & Spiekermann, S. (2020). The challenges and impact of privacy policy comprehension. arXiv preprint arXiv:2005.08967.
Kumar, V., & Pansari, A. (2016). Competitive Advantage through Engagement. Journal of Marketing Research, 53, 497-514.
Lanier, C. D., & Saini, A. (2008). Understanding consumer privacy: A review and future directions. Academy of Marketing Science Review, 12(2), 1-45.
Länsimies‐Antikainen, H., Laitinen, T., Rauramaa, R., & Pietilä, A. M. (2010). Evaluation of informed consent in health research: a questionnaire survey. Scandinavian Journal of Caring Sciences, 24(1), 56-64.
Li, Y. (2012). Theories in online information privacy research: A critical review and an integrated framework. Decision support systems, 54(1), 471-481.
Markos, E., Milne, G. R., & Peltier, J. W. (2017). Information sensitivity and willingness to provide continua: A comparative privacy study of the United States and Brazil. Journal of Public Policy & Marketing, 36(1), 79–96.
McCrohan, K. F. (1989). Information technology, privacy, and the public good. Journal of Public Policy & Marketing, 8(1), 265-278.
Merhi, M., Hone, K., Tarhini, A., & Ameen, N. (2021). An empirical examination of the moderating role of age and gender in consumer mobile banking use: a cross-national, quantitative study. Journal of Enterprise Information Management, 34(4), 1144-1168.
Miller, V. A., Reynolds, W. W., Ittenbach, R. F., Luce, M. F., Beauchamp, T. L., & Nelson, R. M. (2009). Challenges in measuring a new construct: Perception of voluntariness for research and treatment decision making. Journal of Empirical Research on Human Research Ethics, 4(3), 21-31.
Miyazaki, A. D., & Fernandez, A. (2000). Internet privacy and security: An examination of online retailer disclosures. Journal of Public Policy & Marketing, 19(1), 54-61.
Morey, T., Forbath, T., & Schoop, A. (2015). Customer data: Designing for transparency and trust. Harvard Business Review, 93(5), 96-105.
Murthi, B. P. S., & Sarkar, S. (2003). The role of the management sciences in research on personalization. Management Science, 49(10), 1344-1362.
Myerscough, S., Lowe, B., & Alpert, F. (2008). Willingness to provide personal information online: The role of perceived privacy risk, privacy statements and brand strength. Journal of Website Promotion, 2(1-2), 115-140.
Nijs, V. R., Dekimpe, M. G., Steenkamps, J. B. E., & Hanssens, D. M. (2001). The category-demand effects of price promotions. Marketing science, 20(1), 1-22.
Oh, H. (2000). The effect of brand class, brand awareness, and price on customer value and behavioral intentions. Journal of Hospitality & Tourism Research, 24(2), 136-162.
Phelps, J., Nowak, G., & Ferrell, E. (2000). Privacy concerns and consumer willingness to provide personal information. Journal of public policy & marketing, 19(1), 27-41.
Podsakoff, P. M., MacKenzie, S. B., Lee, J. Y., & Podsakoff, N. P. (2003). Common method biases in behavioral research: a critical review of the literature and recommended remedies. Journal of applied psychology, 88(5), 879.
Rahi, S., & Abd. Ghani, M. (2018). The role of UTAUT, DOI, perceived technology security and game elements in internet banking adoption. World Journal of Science, Technology and Sustainable Development, 15(4), 338-35.
Rossi, P. E., McCulloch, R. E., & Allenby, G. M. (1996). The value of purchase history data in target marketing. Marketing Science, 15(4), 321-340
Salisbury, W. D., Pearson, R. A., Pearson, A. W., & Miller, D. W. (2001). Perceived security and World Wide Web purchase intention. Industrial Management & Data Systems, 101(4), 165-177.
Saxton, M. K. (1998). Where do corporate reputation come from? Corporate Reputation Review, 1(4), 393–399.
Schwarz, A., Schwarz, C., & Rizzuto, T. (2008, January). Examining the “urban legend” of common method bias: Nine common errors and their impact. In Proceedings of the 41st annual Hawaii international conference on system sciences, 441-441.
Shergill, G. S., & Chen, Z. (2005). Web-based shopping: consumers' attitudes towards online shopping in New Zealand. Journal of electronic commerce research, 6(2), 78.
Shi, S., Wang, Y., Chen, X., & Zhang, Q. (2020). Conceptualization of omnichannel customer experience and its impact on shopping intention: A mixed-method approach. International Journal of Information Management, 50, 325-336.
Smith, H. J., Dinev, T., & Xu, H. (2011). Information privacy research: an interdisciplinary review. MIS quarterly, 989-1015.
Son, J. Y., & Kim, S. S. (2008). Internet users' information privacy-protective responses: A taxonomy and a nomological model. MIS quarterly, 503-529.
Suh, B., & Han, I. (2003). The impact of customer trust and perception of security control on the acceptance of electronic commerce. International Journal of electronic commerce, 7(3), 135-161.
Svilar, A., & Zupančič, J. (2016). User experience with security elements in internet and mobile banking. Organizacija, 49(4), 251-260.
Vail, M. W., Earp, J. B., & Antón, A. I. (2008). An empirical study of consumer perceptions and comprehension of web site privacy policies. IEEE Transactions on Engineering Management, 55(3), 442-454.
Veloutsou, C., & Moutinho, L. (2009). Brand relationships through brand reputation and brand tribalism. Journal of Business Research, 62(3), 314-322
Venkatesan, R., & Kumar, V. (2004). A customer lifetime value framework for customer selection and resource allocation strategy. Journal of marketing, 68(4), 106-125.
Verhoef, P. C., Neslin, S. A., & Vroomen, B. (2007). Multichannel customer management: Understanding the research-shopper phenomenon. International journal of research in marketing, 24(2), 129-148.
Vesanen, J. (2007). What is personalization? A conceptual framework. European Journal of Marketing, 41(5/6), 409-418.
Wang, E. T., Yeh, H. Y., & Jiang, J. J. (2006). The relative weights of Internet shopping fundamental objectives: Effect of lifestyle differences. Psychology & Marketing, 23(5), 353-367.
Westin, A. F. (1968). Privacy and freedom. Washington and Lee Law Review, 25(1), 166.
Winer, R. S. (2001). A framework for customer relationship management. California management review, 43(4), 89-105.
Yenisey, M. M., Ozok, A. A., & Salvendy, G. (2005). Perceived security determinants in e-commerce among Turkish university students. Behaviour & Information Technology, 24(4), 259-274.
Zhou, M., Geng, D., Abhishek, V., & Li, B. (2020). When the Bank comes to you: Branch network and customer Omnichannel banking behavior. Information systems research, 31(1), 176-197.