隨著科技的日新月異，以及網路的發展，使得人們的生活逐漸離不開網路，但在網路普及的時代，所帶來的並不全是利益，同時也帶來了一部份的弊端，例如於2018年時，知名網路社群平台-Facebook便被指出眾多用戶資料被劍橋分析公司所蒐集，讓資訊的隱私問題再次浮上檯面，也使民眾開始關注個人隱私的議題。與此同時，電商平台的發展也隨著科技及網路逐漸普及，在2019年爆發的疫情也成為了網路購物蓬勃的推手之一，然而當電商平台在拓展業務、以及為了提供更加客製化的服務時，經常需要蒐集、分析消費者的個人資料，此時消費者是否願意分享個人資料給電商平台就成了重要的課題。
本研究將基於隱私計算理論，探討當電商平台提供不同程度的金錢補償以及蒐集不同敏感程度的資訊時，是否能夠提升消費者的資訊揭露意圖。並根據金錢補償的程度以及資訊敏感的程度不同分別設計四種情境之問卷。
研究結果發現，資訊敏感的程度以及金錢補償皆對消費者的揭露意圖有顯著性的影響，且敏感程度越高的資訊將使得消費者的揭露意圖降低；而當提供的金錢補償程度越高時，也會使得消費者的揭露意圖降低。期望本研究能提供電商平台在拓展業務時，一個參考的依據，以提升消費者的揭露意圖；也希冀透過此份研究提醒大眾務必視任何個人資料皆為隱私，且為自身財產的一部份。

With the rapid development of technology and internet, people’s lives are gradually inseparable from the internet. However, in the era of internet, it is not all benefits, but also some drawbacks. At the same time, the development of e-commerce has gradually become popular with technology and the Internet. However, it is often necessary to collect and analyze consumers' personal information when e-commerce try to expand their business or in order to provide more customizing services. Whether consumers are willing to share personal information with e-commerce has become an important issue.
This research will be based on the Privacy calculus theory, to discuss whether e-commerce can increase consumers’ information disclosure intentions when they provide different degrees of monetary compensation and collect information with different levels of sensitivity. Questionnaires are according to the degree of monetary compensation and the degree of information sensitivity, four scenarios were designed.
The results of the study found that both the degree of information sensitivity and monetary compensation have a significant impact on consumers’ disclosure intentions, the higher the sensitivity of information and monetary compensation provided, the lower the consumers’ disclosure intentions. Hoped that this research can provide a reference for e-commerce when they try to expand their business, so as to enhance consumer’s disclosure intentions; also try to remind the public, must treat any personal data as privacy and part of property through this study.

國家發展委員會-歐盟GDPR法規
國家發展委員會-加州消費者隱私保護法（California Consumer Privacy Act 2018）
經濟部統計處-產業經濟統計簡訊《363》(2020)
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