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.

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