科技的進步，消費者的購物習慣也隨之跟著改變，近年來不少業者也透過科技的協助提供了消費者更高的體驗及服務，並針對消費者個人創造服務的差異化。而為了提供更完善的服務，就必須比消費者想得更周到，因此業者們改良了以往的客製化及個人化，創造出了超個人化的新名詞，超個人化指的是透過人工智能針對每個個體收集其當前的資訊，並加以分析因而提高個人化服務或產品的精準度及適配度，使產品或服務更貼近消費者個人的真實需求及慾望。
但由於這樣的服務會透過科技蒐集消費者大量切身資訊，因此就會衍伸出資訊安全的問題，那消費者是否願意承擔資安風險並接受這樣的行銷手法呢?這也是本研究所希望探討的重點。
藉由過去文獻的研究，本研究列出了三點超個人化的主要構面，包括「個人化服務之程度」、「個人化服務之精準度」以及「提供個人化服務之效率」並去探討是否會正向影響顧客體驗及購買意願，而對於業者在資安政策上的信任度是否會產生調節效果，為達成各項研究目的，本研究採用線上問卷發放的方式蒐集樣本，共回收了283份有效問卷，並利用SPSS 22.0進行各項統計分析，包括敘述性統計、信度分析、效度分析、Pearson相關分析、及迴歸分析。
而研究結果發現：
1.「個人化服務之程度」、「個人化服務之精準度」及「提供個人化服務之效率」對「顧客體驗」及「購買意願」有正向顯著影響。
2.「資訊安全之信任」會正向顯著調節「個人化服務之程度」對於「購買意願」及「個人化服務之精準度」對於「購買意願」的影響。
關鍵字：超個人化、資訊安全、購買意願、顧客體驗

Technological progress, the consumers’ shopping habits have also changed. In recent years, firms provided customers with better experience and services through the help of technology. In order to provide a complete customer service, it must be think more thoughtful than consumers. For this reason, the firms improved the previous customization and personalization, and created a new term of “hyper-personalization”.
Hyper-personalization means to collect the current individual information by artificial intelligence and analyzes it to enhance the accuracy and suitability of personalized services and products. It will make the products and services be closer to every consumer's real needs and desires.
However, in order to provide this service, the firms will collect a lot of consumers' personal information by technology so it might derive the issue of information security.
Are consumers willing to take the risk of information security and accept such a marketing model?
Based on past research, this study summarized three key dimensions of hyper-personalization, including “Degree of personalized service”, “Accuracy of personalized service” and “Efficiency of providing personalized service”. According to the results of this study, that all three dimensions of hyper-personalization have a positive and significant impact on “Customer experience” and “Purchase intention”, and “Trust in information security” only has no significant moderating effects between “Efficiency of providing personalized services” and “Purchase intention”, and it has significant moderating effects between “Degree of personalized service” and “Accuracy of personalized service” to the “Purchase intention”.
Key words: Hyper- Personalization、Information Security、Purchasing Intention、Customer Experience

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