本研究目的在於探討知覺價值與知覺風險對於購買數位遺產管理服務的影
響。數位遺產概念在國際上獲得不少注目與探討，加上以往傳統人工的收藏漸漸
被數位收藏方式給取代。國際上開始討論數位遺產的實際價值與風險，也出現了
許多個人數位遺產管理的收費及免費服務。本研究以台灣一般消費者為研究對
象，分成使用此服務的推力與拉力兩大部分去探討消費者對於數位遺產管理服務
的認知，分別為：一、台灣消費者之涉入程度、知覺價值對於數位遺產管理服務
態度強度連結之影響，進而影響購買意願的關聯性研究；二、台灣消費者之隱私
顧慮、知覺風險對於數位遺產管理服務態度強度連結之影響，進而影響購買意願
的關聯性研究。
 
本研究針對台灣一般消費者發放問卷，透過網路平台與實際接觸方式發放與蒐
集問卷，共計從網路平台與實際接觸方式回收之有效消費者樣本 450 份。以
AMOS17.0 統計軟體進行信、效度分析，並以結構方程式進行假設檢定。實證結
果如下：一、涉入程度對態度強度有顯著正向影響;二、情緒價值對態度強度有
顯著正向影響;三、新奇價值對態度強度有顯著正向影響;四、財務風險對態度強
度有顯著負向影響;五、生理風險對態度強度有顯著負向影響;六、態度強度對購
買意願有顯著正向影響;七、較高的主觀規範相較於較低的主觀規範，對本研究
架構有較佳的干擾效果。最後，本研究會提出管理與理論意涵，並針對後續研究
者提出建議，提供台灣消費者對於數位遺產管理服務的認知是否與國際數位遺產
管理服務商期望相符合，進而使其對於台灣數位遺產管理服務市場有更深一層的
了解，並提供給學術研究者作為參考。

The digital legacy concept has recently gained considerable attention and international discussion and assets have gradually begun to be stored digitally, replacing traditional storage. The value and risk of digital legacy has become a crucial topic of study, and charged or noncharged digital legacy management services have operated for several years. This study discussed perceived value, involvement, perceived risk, privacy concern, attitude strength, and purchase intention of the digital legacy management service in Taiwan. Common online users in Taiwan were chosen as the research setting and data were collected online and from the streets. This study received 450 responses, including 60 invalid responses and 390 usable responses. AMOS 17.0 was used as a tool to analyze the research hypotheses using structural equation modeling (SEM). The hypotheses were all supported as follows. First, involvement (INV) had a significant and positive effect on attitude strength (AS); second, emotional value (EMV) had a significant and positive effect on attitude strength (AS); third, epistemic value (EPV) had a significant and positive effect on attitude strength (AS); fourth, financial risk (FR) had a negative effect on overall attitude strength (AS); fifth, physical risk (PSR) had a negative effect on overall attitude strength (AS); sixth, attitude strength (AS) had a positive effect on purchase intention (PI); seventh, subjective norm (SN) had a substantial effect in this research model. 
Finally, this study offers several managerial and theoretical implications for recreation farm managers and discusses further research aspects for future academics. Previous studies have only defined digital legacy and shown its relevance to daily life. How people’s perceived value, risk, and privacy concern determine the need for a digital legacy management service and peoples’ concerns regarding a digital legacy management service are topics worthy of study.

Table of Contents
Table of Contents	I
List of Tables	IV
List of Figures	V
Chapter 1 Introduction	1
1.1 Overview	1
1.2 Research Objectives	2
1.3 Research Process and Thesis Organization	3
Chapter 2 Literature Review	5
2.1 Involvement	5
2.2 Perceived Value	6
2.2.1 Emotional Value	7
2.2.2 Social Value	8
2.2.3 Monetary Value	8
2.2.4 Epistemic Value	9
2.3 Privacy Concern	10
2.4 Perceived Risk	11
2.4.1 Performance Risk	12
2.4.2 Financial Risk	12
2.4.3 Social Risk	13
2.4.4 Time Risk	13
2.4.5 Physical Risk	14
2.4.6 Psychological Risk	14
2.5 Attitude Strength	15
2.6 Purchase Intention	16
2.7 Relationship Between Involvement and Attitude Strength	17
2.8 Relationship Between Perceived Value and Attitude Strength	18
2.8.1 Relationship Between Emotional Value and Attitude Strength	18
2.8.2 Relationship Between Social Value and Attitude Strength	19
2.8.3 Relationship Between Monetary Value and Attitude Strength	20
2.8.4 Relationship Between Epistemic Value and Attitude Strength	20
2.9 Relationship Between Privacy Concern and Attitude Strength	21
2.10 Relationship Between Perceived Risk and Attitude Strength	21
2.10.1 Relationship Between Social Risk and Attitude Strength	22
2.10.2 Relationship Between Time Risk and Attitude Strength	22
2.10.3 Relationship Between Financial Risk and Attitude Strength	23
2.10.4 Relationship Between Physical Risk and Attitude Strength	23
2.10.5 Relationship Between Psychological Risk and Attitude Strength	24
2.10.6 Relationship Between Performance Risk and Attitude Strength	24
2.11 Relationship Between Attitude Strength and Purchase Intention	25
2.12 Moderating Effect	25
Chapter 3 Research Methodology	27
3.1 Research Setting	29
3.2 Questionnaire Design, pre-testing	29
3.3 Sample and Data Collection	30
3.4 Data Analysis Method	31
3.4.1 Descriptive statistics analysis	32
3.4.2 Reliability and Validity analysis	32
Chapter 4 Data Analysis Methodology and Results	33
4.1 Sampling and respondent profile	33
4.2 CFA and Model Fit	34
4.3 Reliability and Validity	36
4.3.1 Reliability Analysis	36
4.3.2 Validity Analysis	39
4.4 Structural Equation Model Analysis	46
4.4.1 Overall Model Validation	46
4.4.2 Structural Equation Model Evaluation of the Hypothesis Test	46
4.4.3 The moderating Role: Subjective Norm	52
Chapter 5 Conclusion and Implications	54
5.1 Discussion	54
5.2 Theoretical Implications	58
5.3 Managerial Implications	59
5.4 Limitations and Future Research	60
Reference	62
Appendix	73

 
List of Tables
Table 3.1 Sources of the Measure Items	30
Table 3.2 Questionnaire and Return	31
Table 4.1 Demographic Variables of the participants’ profiles	34
Table 4.2 Analysis of Measurement Accuracy	36
Table 4.3 Analysis of Reliability and Convergent Validity	38
Table 4.4 AVE/ Squared correlation and difference of chi-squared	42
Table 4.4.1 Analysis of Discriminative Validity: Model	43
Table 4.4.2 Analysis of Goodness-of-fit measures: Model	46
Table 4.4.3 Hypothesis Test Analysis: Model	50
Table 4.4.4 Direct, Indirect and Total Effects	51
Table 4.4.5 Invariance Tests across source of information	53
Table 5.1 Results of Hypothesis Test	57

 
List of Figures
Figure 1.1 Research Process	4
Figure 3.1 Research Conceptual Framework	28
Figure 4.1 Structure Equation Modeling Analyses	49

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