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系統識別號 U0026-0706201019235300
論文名稱(中文) The Use of Facebook and its Implications: The Motivations for Revisiting and Regular Users’ Ethical Attitude
論文名稱(英文) The Use of Facebook and its Implications: The Motivations for Revisiting and Regular Users’ Ethical Attitude
校院名稱 成功大學
系所名稱(中) 國際經營管理研究所碩士班
系所名稱(英) Institute of International Management (IIMBA--Master)
學年度 98
學期 2
出版年 99
研究生(中文) 鄭逸婷
研究生(英文) Yat-Ting Chang
學號 RA696717
學位類別 碩士
語文別 英文
論文頁數 103頁
口試委員 口試委員-黃國平
口試委員-林豪傑
指導教授-鄭至甫
中文關鍵字 none 
英文關鍵字 Social Influence  Habit  Perceived Trust  Inter-Personal Privacy Concerns  Continuance Intention  Ethical Attitude towards Information Posting and Sharing (IPS)  Social Network Sites  Facebook (FB) 
學科別分類
中文摘要 none
英文摘要 Social Network Sites (SNSs) has brought enormous impact to the whole world; it has introduced a new way of socializing via the cyber world. Among all SNSs, Facebook (FB) is one of the most successful SNSs, which has grown exponentially in the last two years. Therefore, FB was chosen as the theme of the study so as to discover insightful details regarding SNSs. Being transparent is how FB works; it is very popular but it also causes a lot of controversy, such as arguments and disagreements regarding privacy. It attracts a lot of attention and garners plenty of criticism, which also entails public concerns about the ethics of information posting and sharing.
This study examined the relationship of six constructs: Social Influence, Perceived Trust, Habit, Inter-Personal Privacy Concerns, Continuance Intention and Ethical Attitude towards IPS. A quantitative survey was conducted in order to: 1. identify whether there are relationships among these constructs; 2. evaluate frequent FB users’ ethical attitude on information sharing and posting; and 3. assess their continuance intention of using FB. Findings indicate there are positive relationships among constructs. The study results also indicate that the continuous use of FB positively influences users’ ethical attitude towards IPS. They deem that what others think about their behavior on FB is important to them. FB users share tacit knowledge on morally sharing and posting information. Meanwhile, they would also judge the others’ FB behavior with a high perception of ethics.
論文目次 ACKNOWLEDGEMENTS I
ABSTRACT II
TABLE OF CONTENTS IV
LIST OF TABLES IX
LIST OF FIGURES XI
CHAPTER ONE INTRODUCTION 1
1.1 Research Background. 1
1.2 Research Motivation. 6
1.3 Research Contribution. 7
1.4 Research Objectives. 8
1.5 Research Questions. 8
1.6 Research Flows. 9
1.7 The Structure of the Study. 10
CHAPTER TWO LITERATURE REVIEW 11
2.1 Social Network Sites (SNSs). 11
2.1.1 Charm of SNSs. 11
2.1.2 Threats of SNSs. 12
2.1.3 Characteristics of SNS Users. 13
2.2 Facebook (FB) Background. 13
2.2.1 Very Special Feature of FB – Newsfeed. 14
2.2.2 Facebook Principles. 14
2.2.3 The Characteristics of FB Users. 15
2.3 General Attitudes of Web Users Toward Privacy. 16
2.4 Unified Theory of Acceptance and Use of Technology (UTAUT) and Technology Acceptance Model (TAM) 2. 18
2.5 Research Variables. 21
2.5.1 Social Influence. 21
2.5.2 Habit. 22
2.5.3 Ethical Attitude towards Information Posting and Sharing (IPS). 23
2.5.4 Inter-Personal Privacy Concerns. 24
2.5.5 Perceived Trust. 25
2.5.6 Continuance Intention. 27
2.6 Relationship among Research Constructs. 28
2.6.1 Relationship between Social Influence and Perceived Trust. 28
2.6.2 Relationship between Social Influence and Inter-Personal Privacy Concern. 30
2.6.3 Relationship between Social Influence and Continuance Intention. 31
2.6.4 Relationship between Habit and Continuance Intention. 33
2.6.5 Relationship between Perceived Trust and Continuance Intention. 34
2.6.6 Relationship between Inter-Personal Privacy Concerns and Continuance Intention. 35
2.6.7 Relationship between Habit and Inter-Personal Privacy Concerns. 36
2.6.8 Relationship between Continuance Intention and Ethical Attitude towards IPS. 38
CHAPTER THREE RESEARCH DESIGN AND METHODOLOGY 40
3.1 Conceptual Model. 40
3.2 Construct Measurement. 41
3.2.1 Social Influence. 41
3.2.2 Habit. 42
3.2.3 Inter-Personal Privacy Concerns. 42
3.2.4 Perceived Trust. 43
3.2.5 Continuance Intention. 43
3.2.6 Ethical Attitudes towards Information Posting and Sharing. 43
3.3 Hypotheses to be Tested. 44
3.4 Questionnaire Design. 45
3.5 Sampling Plan. 45
3.6 Data Analysis Procedures. 45
3.6.1 Descriptive Statistics Analysis. 46
3.6.2 Factor Analysis. 46
3.6.3 Reliability Analysis and Validity Analysis. 46
3.6.4 Confirmatory Factor Analysis. 47
3.6.5 Structural Equation Model. 48
CHAPTER FOUR RESEARCH RESULTS 49
4.1 Descriptive Analysis. 49
4.1.1 Data Collection. 49
4.1.2 Characteristics of Respondents. 50
4.1.3 Measurement Result of Research Variables. 51
4.2 Reliability Tests and Validity Tests. 55
4.2.1 Social Influence. 55
4.2.2 Habit. 56
4.2.3 Perceived Trust. 57
4.2.4 Inter-Personal Privacy Concerns. 58
4.2.5 Continuance Intention. 59
4.2.6 Ethical Attitude towards IPS. 60
4.3 Descriptive Statistics and Correlation Matrix of All Variables. 61
4.4 Confirmatory Factor Analysis (CFA). 62
4.4.1 CFA of Social Influence (SI). 62
4.4.2 CFA of Habit (HB). 64
4.4.3 CFA of Perceived Trust (PT). 65
4.4.4 CFA of Inter-Personal Privacy Concern (IPC). 67
4.4.5 CFA of Continuance Intention (BI). 68
4.4.6 CFA of Ethical Attitude towards IPS(PE). 70
4.5 Structural Equation Model (SEM). 71
CHAPTER FIVE CONCLUSION AND SUGGESTIONS 79
5.1 Research Conclusions. 79
5.1.1 Relationships among Motivated Elements and FB users’ Continuance Intention of Using FB. 80
5.1.2 Mediating effect 83
5.1.3 Impacts on FB users’ Ethical Attitude towards Information Posting and Sharing After Revisiting FB. 86
5.2 Recommendations and Implications. 87
5.2.1 Social Influence and Perceived Trust. 87
5.2.2 Habit and Inter-personal Privacy Concerns. 88
5.2.3 Implications of FB users’ Ethical Attitude towards Information Posting and Sharing. 89
5.2.4 Recommendation on FB Users’ Ethical Attitude towards Information Posting and Sharing. 89
5.2.5 Mandatory Implications. 90
5.3 Research Limitations. 90
5.4 Future Research. 91
REFERENCES 92
APPENDICES 100
Appendix 1: List of questionnaire for “Facebook(FB) members” in English. 100
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