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論文名稱(中文) 資訊隱私顧慮之下的Facebook使用者持續使用行為意圖之研究
論文名稱(英文) Continuance Behavior of Using Facebook under Privacy Concern
校院名稱 成功大學
系所名稱(中) 資訊管理研究所
系所名稱(英) Institute of Information Management
學年度 101
學期 2
出版年 102
研究生(中文) 姜彥光
研究生(英文) Yan-Guang Jiang
學號 R76001029
學位類別 碩士
語文別 英文
論文頁數 105頁
口試委員 指導教授-謝佩璇
口試委員-呂執中
口試委員-陳偉凡
中文關鍵字 科技接受模式  資訊隱私顧慮  Facebook  持續使用意圖  習慣 
英文關鍵字 TAM  Privacy Concern  Facebook  Continuance intention  Habit 
學科別分類
中文摘要 由於網際網路發達與智慧型手機的興起使用科技工具已成為潮流,然而相伴隨而來的則是資訊倫理的議題。基於個人隱私的重要性,新版個資法由法務部修改行政院在今年發布實施,個人資料的保護規範更嚴苛,稍不留意就有可能面臨官司,對於社群網路的使用者影響非常巨大。因此本研究以科技接受模式(TAM)為理論基礎結合資訊隱私顧慮構面探討熱門社群網站Facebook上的使用者行為,用於了解在已知有資訊隱私顧慮情況下使用者對於資訊科技工具使用的態度,是否會影響他們在Facebook上持續揭露與分享資訊的行為意圖。
本研究目的有以下三點,一、了解Facebook 使用者的資訊隱私顧慮,是否會影響他們對於Facebook的信任與持續使用這類型自我揭露科技工具的態度與使用意圖。二、使用者的信任是否在資訊隱私顧慮與持續使用意圖之間扮演中介角色。三、習慣是否會干擾與影響使用者對於Facebook的持續使用。本研究使用SEM方法,以AMOS軟體來驗證假設模型。研究結果顯示,習慣對於持續使行為有顯著解釋能力,且調節作用顯著存在於意圖與持續使行為之間。社交性與即時性正向顯著影響隱私顧慮;隱私顧慮顯著負向影響信任,但信任並不顯著影響意圖與知覺易用性,中介效果也不存在。在TAM模式的部分,隱私顧慮沒有顯著影響態度;知覺有用性與知覺易用性顯著影響態度;知覺有用性對知覺易用性為顯著;從態度到意圖,意圖到持續使用行為皆呈顯著。對於使用Facebook環境而言,隱私顧慮高的使用者較不信任Facebook會保障他們的個人隱私資料不外洩,然而在此情況下,他們對於持續使用的態度與意圖卻還是抱持著正向的態度,此結果與過去的研究有所不同。模型分析的結果也顯示,習慣對於在已知有隱私顧慮的情況下還持續使用Facebook的行為有最強的解釋能力,對於社群網站經營者而言,培養使用者的習慣,將能有助於增加持續使用行為。
英文摘要 The emerging technology in addition to generating the trend in nowadays, it also accompanied with a lot of information ethics issues. New version of personal data protection was published by Executive Yuan of Taiwan this year. There has huge influence toward social network users because the principle is more stringent, user may be faced with a lawsuit if they not aware rules. Therefore, the purpose of this study is to understand whether the Internet users’ attitude toward using self-disclosure tools under privacy concern has effect on their behavior intention to continue disclose personal information on a popular social networking site, Facebook. By integrating the concept of TAM and privacy aspects, this study establishes a research model with ten hypotheses proposed. Then, a valid and reliable questionnaire is developed to collect data for examining the hypotheses. Structural equation model is used to analyze the data. As a result, this study reveals a strong relationship between habit and actual continue use of self-disclosure tool, and habit has moderating effect between the intention and actual behavior, but trust did not play plays mediator role in the relationship between privacy concern and continuance intention. Sociability and instantaneity have significant effect on privacy concern. Privacy concern has negative effect on trust. In the part of TAM, perceived usefulness has significant effect on perceived ease of use and attitude, perceived ease of use has significant effect on attitude, and attitude has significant effect on intention. It is worth to note that trust has no significant effect on perceived ease of use, and privacy concern has no significant effect on attitude. There are something difference with previous research, FB user hold positive views toward attitude of continuing use and actual continuance behavior even they have higher privacy concern. Model analysis also showed that habit has the strongest explanation for the continuance behavior of using Facebook under privacy concerns. Thus, for social networking sites providers, increasing the formation of users’ habit, it will be able to increase the continuance behavior. The implications for theory and practice for future research are also discussed.
論文目次 Chapter 1 Introduction 1
1.1 Research Background and Motivation 1
1.2 Research Purposes and Questions 8
1.3 Research Procedures 9
Chapter 2 Literature Review 11
2.1 Technology Acceptance Model (TAM) 11
2.1.1 Difference between TRA and TAM 11
2.1.2 Related research of Technology Acceptance Model 13
2.2 Information Privacy on Facebook 16
2.2.1 Facebook Privacy Setting 18
2.2.2 Facebook Privacy Concern 24
2.2.3 Related Research of Facebook Self-Disclosure 28
2.2.4 User Trust with regard to Facebook 32
2.3 Facebook User Habits 38
2.4 Summary 40
Chapter 3 Research Methodology 42
3.1 Research Model and Hypothesis 42
3.2 Research Participants and Tools 49
3.2.1 Research Objects and Scope 49
3.2.2 Questionnaire Design and the Establishment of Reliability & Validity 50
3.2.3 Pre-test 55
3.3 Data Collection and Analysis Methods 57
Chapter 4 Data Analysis 63
4.1 Descriptive Statistics 63
4.1.1 Data Collection period and sample size 63
4.1.2 Participants’ Demographics 63
4.1.3 Descriptive Statistics of Observed Variables and Normality testing 65
4.2 Reliability Analysis 67
4.3 Measurement Model 69
4.3.1 Convergent Validity 69
4.3.2 Discriminant Validity 71
4.4 Goodness-of-Fit of Measurement Model 72
4.5 Structural Model 72
4.5.1 Path Analysis 72
4.5.2 Moderating Effect Testing 74
4.5.3 Mediating Effect Testing 76
4.5.4 Hypothesis Testing 76
4.5.5 Summary of data analysis 78
Chapter 5 Conclusions 79
5.1 Discussions 79
5.1.1 The impact of sociability and instantaneity toward privacy concern 79
5.1.2 The impact of privacy concern toward trust 80
5.1.3 The impact of trust toward perceived usefulness 80
5.1.4 The impact of privacy concern toward attitude of continuing FB use 81
5.1.5 The validation of TAM model 82
5.1.6 The moderating role of habit between continuance intention and actual continuing use behavior 83
5.2 Contributions 83
5.2.1 Theoretical Implications 84
5.2.2 Practical Implications 87
5.3 Limitations and Future Research 90
Reference 91
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