顧客自我揭露是獨立網路商家獲得顧客資訊以建立良好顧客關係的一種方式。本研究探討何種因素影響顧客做自我揭露的意願，目的在於了解獨立網路商家與顧客本身在自我揭露意願的形成過程中所扮演的角色。準此，本文使用隱私計算理論(Privacy Calculus Theory)解釋自我揭露意願的形成，並將與獨立網路商家相關和顧客本身相關的因素視為隱私計算的前置因子。然而，隱私計算理論認為決策過程僅受到個人知覺的影響，而決策過程亦可能受到周遭朋友的影響，因而將社會性影響(Social Infuence)結合至隱私計算理論中，做為探討其間之干擾效果。問卷填答者為曾經向獨立網路商家購買商品且曾經隱私被侵犯的消費者，總共收集405份有效問卷。資料分析結果顯示，網路商家的快速回應及補貼提供能增加顧客的知覺利益；顧客本身對隱私關注程度和先前的負面經驗則會提高知覺風險。知覺利益能夠增加知覺價值，進而提高顧客做自我揭露的意願。另，知覺風險越高會促使自我揭露的意願越高。此外，社會性影響分別會干擾知覺利益與知覺價值，以及知覺風險與知覺價值的關係。因此，本研究建議獨立網路商家應該快速回應顧客的需求、抱怨和意見等，並適時提供補貼以提高顧客資訊分享的意願；獨立網路商家也必須建立良好的品牌形象，在官方網站上提供淺顯易懂的隱私保護政策，以增加顧客對網路商家的信任。

Self-disclosure is a way to help e-retailers receive customer information that contributes to building good relationships. This study tries to provide a better understanding on the effect of customer willingness on self-disclosure. The objective of this study is to investigate the role of e-retailers and the customers themselves with regard to their willingness toward self-disclosure. To achieve this goal, this study adopts privacy calculus theory to explain the process of forming customer willingness. However, privacy calculus theory only considers one’s own perception; therefore, social influence is integrated into privacy calculus theory to examine the moderating effect of surrounding people. 405 valid questionnaires were collected from the Internet. Data consists of respondents who have both independent online shopping experience and online privacy invasion experience. The data results demonstrate that an e-retailer’s responsiveness and compensation provisions can increase perceived benefits and reduce customer privacy concerns. It was also found that previous privacy experience plays an important role in the perception of risk. In addition, perceived benefits can increase perceived value, which further increases self-disclosure willingness, but perceived risk shows the contrary result with regard to increasing willingness. Furthermore, the moderating effect of normative social influence and informational social influence on belief were proven. Based on the findings, e-retailers should respond to customers rapidly and offer compensations to encourage information sharing; in addition, e-retailers should create a good store image and put understandable privacy protection remarks on their websites to make customers trust them.

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