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系統識別號 U0026-1308201417150100
論文名稱(中文) 隱私如何影響人們利用雲端在社群媒介分享其個人資訊之使用意願
論文名稱(英文) How Privacy Affect the Intention of Usage for the Cloud Computing through Social Media
校院名稱 成功大學
系所名稱(中) 國際經營管理研究所碩士在職專班
系所名稱(英) Institute of International Management (IIMBA--Master)(on the job class)
學年度 102
學期 2
出版年 103
研究生(中文) 林姿君
研究生(英文) Tzu-Chun Lin
學號 RA7981034
學位類別 碩士
語文別 英文
論文頁數 68頁
口試委員 召集委員-張家禎
口試委員-王鈿
口試委員-王維聰
指導教授-陳正忠
中文關鍵字 私有雲端  社群媒介  隱私演算理論  溝通隱私管理理論  信任度  隱私權的認知與關注 
英文關鍵字 Personal cloud based  Social media  Privacy calculus theory  Communication privacy management theory  Trust  Privacy policy awareness  Privacy concern 
學科別分類
中文摘要 隨著現今科技與網路快速成長,利用社群網站所提供的雲端服務已成為與世
界接軌的一種潮流。不論走到何處,只要有網路即可以立即傳輸資料,人們更藉
由社群媒介上照片、影片與檔案之分享與彼此交換資訊來建立與維繫朋友、家人、
同事之關係。目前社會大眾最常使用的社群媒介包含Facebook 與YouTube,此
份研究專注在PCBSMA (personal cloud based social media application),我們稱為社群媒介私有雲端之運用。簡單來說,就是藉由網路的雲端設計在社群媒介上分享個人訊息。雲端科技替人們帶來了方便性也節省了開支,由於在網路上暴露個人資料伴隨可能遭受的危險與威脅,故隱私的重要性日益顯著,我將使用由隱私演算理論與溝通隱私管理理論衍伸之概念來探討對於使用社群媒介來分享個人資訊之喜好是否會被此理論所述代價與利益間的對價關係來影響。藉由探討這些概念之相互關係如大眾對於隱私權的認知與關注,以及對於社群媒介供應商的信任度。最終結果發現優弊之對價關係的確會影響人們繼續使用社群媒介分享其個人資料與繼續使用社群媒介的意願。
英文摘要 With the fast growing of the information technology and internet nowadays, cloud computing service on social network has become a trend to connect the world. No matter where you go, individuals can upload your personal data as long as the access ability to internet. People get used of social media to connect and exchange information with their friends, family, and co-workers by sharing the pictures, video, and files. Facebook and YouTube are the most popular social media used in the general public. This study is focused on the PCBSMA. PCBSMA stands for personal cloud based social media application. Simply speaking, it is the way to transmit the personal data via cloud computing service to social media. Cloud computing makes our life easier and save our expenses. The privacy concern has been raised due to the risk and threats for disclosing the personal information on line. This study is based on constructs extended from two theories-privacy calculus theory and communication privacy management theory to find out if the interests for individuals to shares personal data on social media will be affected by cost and benefits. By discussing the relationship among these constructs such as privacy policy awareness, privacy concerns, and the trust of the social media providers, I find that these major constructs will result in users’ intention to share the personal information on social media, and intention to re-use the social media continuously.
論文目次 ABSTRACT I
摘要 II
ACKNOWLEDGMENTS III
TABLE OF CONTENTS IV
LIST OF TABLES VIII
LIST OF FIGURES IX
CHAPTER ONE INTRODUCTION 1
1.1 Research Background 1
1.2 Research Motivation 2
1.3 Research Objective 3
1.4 Research Structure 4
1.5 Research Procedure 4
CHAPTER TWO LITERATURE REVIEW 6
2.1 Theoretical Foundation 6
2.2 Definition of Each Construct 7
2.2.1 Privacy Policy Awareness (PPA) 7
2.2.2 Industry Self-Regulation Awareness (ISRA) 8
2.2.3 General Privacy Awareness (GPA) 8
2.2.4 Perceived Effectiveness of Privacy Policy (PP) 8
2.2.5 Perceived Effectiveness of Industry Self-Regulation (ISR) 9
2.2.6 Perceived Privacy Control (CONT) 9
2.2.7 Perceived Privacy Risk (RISK) 9
2.2.8 Disposition to Value Privacy (DTVP) 10
2.2.9 PCBSMA Privacy Concerns (PC) 10
2.2.10 Trust in PCBSMA Provider (T)10
2.2.11 PCBSMA Interest (INTEREST) 10
2.2.12 PCBSMA Perceived Usefulness (PU) 11
2.2.13 Intention to Put Personal Information in PCBSMA (PUT)11
2.2.14 Intention to Continuance Use PCBSMA (USE) 11
2.3 Development of Research Hypothesis 12
2.3.1 Privacy Policy Awareness (PPA) and Perceived Effectiveness of Privacy Policy (PP) 12
2.3.2 General Privacy Awareness (GPA) and Perceived Effectiveness of Privacy Policy (PP) 12
2.3.3 General Privacy Awareness (GPA) and Perceived Effectiveness of Industry Self-Regulation (ISR) 12
2.3.4 Industry Self-Regulation Awareness (ISRA) and Perceived Effectiveness of Industry Self-Regulation (ISR) 13
2.3.5 Perceived Effectiveness of Privacy Policy (PP) and Perceived Privacy Control (CONT) 13
2.3.6 Perceived Effectiveness of Privacy Policy (PP) and Perceived Privacy Risk (RISK) 13
2.3.7 Perceived Effectiveness of Industry Self-Regulation (ISR) and Perceived Privacy Control (CONT) 14
2.3.8 Perceived Effectiveness of Industry Self-Regulation (ISR) and Perceived Privacy Risk (RISK) 14
2.3.9 Perceived Privacy Control (CONT) and PCBSMA Privacy Concerns (PC) 14
2.3.10 Perceived Privacy Risk (RISK) and PCBSMA Privacy Concerns (PC) 15
2.3.11 Disposition to Value Privacy (DTVP) and PCBSMA Privacy Concerns (PC) 15
2.3.12 PCBSMA Privacy Concerns (PC) and Trust in PCBSMA Provider (T) 15
2.3.13 Trust in PCBSMA Provider (T) and Intention to Put Personal Information in PCBSMA (PUT) 16
2.3.14 PCBSMA Privacy Concerns (PC) and Intention to Put Personal Information in PCBSMA (PUT) 16
2.3.15 PCBSMA Interest (INTEREST) & PCBSMA Perceived Usefulness (PU) and Intention to Put Personal Information in PCBSMA (PUT) 16
2.3.16 Intention to Put Personal Information in PCBSMA (PUT) and Intention to Continuance Use PCBSMA (USE) 17
CHAPTER THREE RESEARCH DESIGN AND METHODOLOGY 18
3.1 Conceptual Model 18
3.2 Hypotheses to be Tested 19
3.3 Questionnaire Design 20
3.4 Data Analysis Method 25
CHAPTER FOUR RESEARCH RESULTS 26
4.1 Sample Population 26
4.2 Descriptive Statistic Analysis 28
4.3 Results for the Partial Least Square (PLS) Analysis 31
4.3.1 Convergent Validity 31
4.3.2 Discriminant Validity 32
4.3.3 R Square 36
4.3.4 Path Coefficient 37
CHAPTER FIVE CONCLUSION AND SUGGESTIONS 42
5.1 Research Result 42
5.2 Research Conclusion 44
5.3 Research Limitations 46
5.4 Managerial Implications and Contributions 46
References 47
Appendices 52
Appendix 1: English Questionnaire and Respondent Sheet 52
Appendix 2: Chinese Questionnaire and Respondent Sheet 61
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