構面階層理論在線上自我揭露行為的實證研究

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姓名

劉德馨(Te-Hsin Liu) 查詢紙本館藏

畢業系所

企業管理學系

論文名稱

構面階層理論在線上自我揭露行為的實證研究
(The Empirical Study on the CLT on the Online Self-disclosure Behavior)

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摘要(中)

隨著近年行動網路的普及、科技及大數據技術的興起，人們對於隱私問題愈來愈關注，雖然知道揭露隱私存在著潛在著風險，但時常還是選擇揭露個人的敏感資訊，這之間的矛盾現象稱為隱私悖論。對於隱私問題的擔憂與自我揭露行為這之間的不一致性尚未被完全解釋。根據過去研究，人們在揭露個人訊息時會權衡揭露隱私產生的風險及報酬，並最大化預期的收益及成本進而作出決策。
根據Trope, Liberman, and Wakslak (2007)提出的CLT理論，認為會把報酬看得較近、風險看得較遠，但本研究認為仍有其他因素會影響人的自我揭露，並非皆如CLT理論所描述。對於風險趨避的人來說或在賭注大的情況下，難道也是看重報酬大於風險嗎？
本研究發展一套架構及實驗，用以探討報酬、隱私風險與自我揭露意圖之關係，並且探討賭注大小、風險趨避程度的差異在CLT理論下對自我揭露意圖之影響。並得出風險趨避大小及賭注大小皆會影響CLT理論下對自我揭露意圖之結論。

摘要(英)

With the popularity of mobile networks, the rise of technology and big data technology in recent years, privacy issues have attracted more and more attention from the public. Although they know that there are potential risks in revealing privacy, people still choose to disclose personal sensitive information. The gap between privacy concerns and privacy-related behavior is known as the "privacy paradox". The inconsistency between privacy concerns and self-disclosure behavior has not fully explained. Previous studies stated that the process of decision making about revealing private information contains an estimation of future risk and benefit.
According to the psychological distance of CLT theory proposed by Trope et al. (2007), people see the rewards closer, and the risks are far away. However, this study believes that there are still other factors that affect people′s self-disclosure, not as described by CLT theory. For people with risk averse or when the stakes are big, is it also see reward closer than risk?
This study develops a set of frameworks and experiments to explore the relationship between rewards, privacy risks, and self-disclosure intentions, and to explore the impact of differences in stake size and risk aversion person on self-disclosure intentions under CLT theory. It is concluded that the people with risk averse and the stake size will affect the conclusion of self-disclosure intention under CLT theory.

關鍵字(中)

★ 報酬
★ 隱私風險
★ 自我揭露意圖
★ 心理距離
★ 賭注

關鍵字(英)

★ Reward
★ Privacy Risk
★ Self-Disclosure Behavior
★ Psychical Distance
★ Stake

論文目次

目錄
摘要 i
Abstract ii
誌謝 iii
目錄 iv
圖目錄 vi
表目錄 vii
一、緒論 1
1-1 研究背景與動機 1
1-2 研究目的與問題 2
二、文獻探討 4
2-1 自我揭露 (self-disclosure) 4
2-2 隱私風險 (privacy risk) 4
2-3 報酬 (rewards) 5
2-4 構面階層理論（construal level theory , CLT） 5
2-4-1 解釋的水平(level of construal) 5
2-4-2 心理距離(psychological distance) 6
2-4-3 機率距離 (probability distance) 6
2-5 風險感知 (risk perceptions) 6
三、研究設計 7
3-1 研究架構 7
3-2 研究假說 8
3-3 實驗設計 9
3-3-1 構面階層理論的實驗方法 10
3-3-2 風險趨避程度的實驗方法 11
3-3-3 賭注大小的實驗方法 13
四、研究結果 16
4-1資料處理與統計分析方法 16
4-1-1資料處理 16
4-1-2 統計分析類別 16
4-2性別敘述性統計分析 16
4-3 報酬對線上自我揭露意願的影響高於風險對自我揭露意願的影響 17
4-4 「風險趨避程度」會調節風險與報酬對自我揭露意願的關係 18
4-5 「賭注大小」會調節風險與報酬對自我揭露意願的關係 20
五、結論與建議 24
5-1研究結論與貢獻 24
5-2研究限制與未來建議 25
參考文獻 26
附錄 29

圖目錄
圖 1 研究架構 7

表目錄
表1 研究假說總表 9
表 2 風險、報酬之情境1.2風險評價、2風險要價 11
表 3 風險趨避程度量表(J. BEHAV,2002) 12
表 4 賭注大小之一、二、三子情境 14
表 5 賭注大小之四、五、六子情境 15
表 6 總體有效樣本性別比例分配表 17
表 7 有效樣本之風險趨避性別比例分配表 17
表 8 有效樣本之風險偏好性別比例分配表 17
表 9 風險評價、風險要價成對樣本統計量 18
表 10 風險評價、風險要價成對樣本檢定 18
表 11 風險趨避量表信度分析 19
表 12 風險趨避程度成對樣本統計量 19
表 13 風險趨避程度成對樣本檢定 20
表 14 賭注大小一、二、三情境敘述統計 21
表 15賭注大小一、二、三情境變異數分析 21
表 16賭注大小四、五、六情境敘述統計 21
表 17賭注大小四、五、六情境變異數分析 21
表 18賭注大小成對樣本統計量 22
表 19賭注大小成對樣本檢定 22

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指導教授

陳炫碩(Shiuann-Shuoh Chen)

審核日期

2019-6-27

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