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系統識別號 U0026-1308201417030700
論文名稱(中文) The Users’ Intention to Disclose Location Information in Social Network Site: The Effect of Privacy Calculus and Personality Traits
論文名稱(英文) The Users’ Intention to Disclose Location Information in Social Network Site: The Effect of Privacy Calculus and Personality Traits
校院名稱 成功大學
系所名稱(中) 國際經營管理研究所
系所名稱(英) Institute of International Management
學年度 102
學期 2
出版年 103
研究生(中文) 黃孟決
研究生(英文) Hoang Manh Quyet
學號 RA6017468
學位類別 碩士
語文別 英文
論文頁數 81頁
口試委員 指導教授- 陳正忠
召集委員-王鈿
口試委員-蘇柏全
口試委員-陳正和
口試委員-謝佩璇
中文關鍵字 none 
英文關鍵字 Disclosure intention  Social network sites  Location-based service  Location information  Privacy calculus  Personality traits  Privacy concerns 
學科別分類
中文摘要 none
英文摘要 Although privacy concern has been paid great attention over time and across disciplines, it is still considered as main inhibitor for disclosure decision, especially in mobile environment where smartphones, wearable devices and location-based services bring it to a new level. In this study we employ privacy calculus perspective framework to reaffirm effects motivators and inhibitors on disclosure intention of location information. Also, Big Five model is used to examine the impacts of disposition factors, such as personality traits, on concern for privacy. Data were collected from 298 respondents, who are representatives for social network users using smartphones. Our findings reaffirm privacy calculus perspective framework in a different culture and environment. Also, effects from personality on privacy concerns are giving interesting theoretical and practical implications for service vendors as well as legislators.
論文目次 TABLE OF CONTENTS
ABSTRACT I
ACKNOWLEDGEMENT II
TABLE OF CONTENTS III
LIST OF TABLES VI
LIST OF FIGURES VII
CHAPTER ONE INTRODUCTION 1
1.1 Research Background and Motivation. 1
1.1.1 Social Network Sites. 1
1.1.2 Privacy Concern. 2
1.1.3 Disclosure Intention. 3
1.2 Research Gap and Objectives. 4
1.3 Research Structure. 5
CHAPTER TWO LITERATURE REVIEW 7
2.1 Location-Based Social Network Sites on Mobile Environment. 7
2.1.1 Mobile Environment. 7
2.1.2 Location-based Social Network Sites. 7
2.2 Privacy Calculus. 8
2.2.1 Perceived Benefits. 9
2.2.2 Privacy Concerns – Perceived Costs. 11
2.3 Personality Traits. 13
2.4 Hypothesis Development. 15
2.4.1 Perceived Benefits and Disclosure Intention. 15
2.4.2 Privacy Concern to Disclosure Intention. 16
2.4.3 Personality Traits and Privacy Concerns. 16
2.4.4 Mediation. 20
2.4.5 Control Variables. 20
CHAPTER THREE RESEARCH DESIGN AND METHODOLOGY 23
3.1 Research Model. 23
3.2 Definition and Measurement of Variables. 24
3.2.1 Construct Variables and Definition. 24
3.2.2 Construct Measurement. 24
3.2.3 Summary Hypotheses. 26
3.2.4 Sampling Plan. 27
3.2.5 Data Analysis Method. 28
CHAPTER FOUR DATA ANALYSIS RESULTS 30
4.1 Descriptive Analysis. 30
4.1.1 Data Collection. 30
4.1.2 Characteristics of Respondents. 30
4.1.3 Descriptive Measurement Results. 32
4.2 Common Method Variance. 34
4.3 Analysis of Reliability. 36
4.4 Structural Model Test. 41
4.6 Mediation Test. 43
CHAPTER FIVE CONCLUSION AND SUGGESTION 47
5.1 Conclusions. 47
5.2 Theoretical Implication. 49
5.3 Managerial Implication. 50
5.4 Limitation and Recommendation. 52
REFERENCES 54
APPENDIX 60
Appendix 1: PLS Settings and Reports 60
Appendix 2: Check In example. 64
Appendix 3: Measurement Items - Online Questionnaire Screenshot 65
Appendix 4: Measurement Items - Vietnamese paper survey 74
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