博碩士論文 101423012 詳細資訊




以作者查詢圖書館館藏 以作者查詢臺灣博碩士 以作者查詢全國書目 勘誤回報 、線上人數:11 、訪客IP:3.238.248.200
姓名 蔡璧合(Pi-He Tsai)  查詢紙本館藏   畢業系所 資訊管理學系
論文名稱 隱私顧慮和價值共創對社群網站持續使用意圖之影響─以Facebook為例
相關論文
★ 以個案研究法探討機械式組織之資訊系統導入★ 銀行企業內部網路導入TCP/IP通信協定之研究
★ 後金控時代臺灣地區金融服務業 薪資決策支援系統之設計研究 --以一家中型證券商為例★ 影響數位在職訓練之學習態度及行為意向研究
★ 台灣銀行業導入電子商務線上金流訊息標準之研究★ 國防訓儲軍士官制度評估
★ 以關係承諾角度探討組織中軟體專案開發之個案研究★ 企業工作流程再造之研究─以銀行發卡流程為例
★ 以個案研究法探討B2B電子商務導入之研究—以汽車售後服務件製造商為例★ 以個案研討方法探討公文簽核流程再造之研究- 以變更資訊部門服務為例
★ 半導體先進批次製程控制系統平台設計與實作★ 醫療資訊系統之資訊安全危安因素探討以台北某醫學中心為例
★ 資訊部門專案經理派遣人員之個案研究★ 綠色供應鏈管理資訊系統導入問題分析與探討-以A公司為例
★ 企業導入企業資源規劃(ERP)對作業流程之影響-以A公司為例★ 客訴處理電子化流程管理-以飲料業為例
檔案 [Endnote RIS 格式]    [Bibtex 格式]    [相關文章]   [文章引用]   [完整記錄]   [館藏目錄]   [檢視]  [下載]
  1. 本電子論文使用權限為同意立即開放。
  2. 已達開放權限電子全文僅授權使用者為學術研究之目的,進行個人非營利性質之檢索、閱讀、列印。
  3. 請遵守中華民國著作權法之相關規定,切勿任意重製、散佈、改作、轉貼、播送,以免觸法。

摘要(中) 隨著網際網路的普及,社群網站也逐漸融入人們日常生活中,成為人們溝通的重要
社交平台,研究數據也指出,使用社群網站的人數穩定成長中,使用率居高不下。然而社群網站為了廣告商機,不斷簡化廣告銷售系統,同時也愈透過使用者的社交圈加強廣告曝光度,導致許多使用者個人資料在不知情的情況下被第三方網站使用,損害使用者權益並造成許多隱私問題,也導致用戶對社群網站的信任產生疑慮。
而隨著環境改變,使用者可以成為價值共創者,不再僅是被動的價值接收者,社群
網站的使用者也可以從社群網站上獲得自己所需要的價值。有研究結果顯示,人們為了獲得自己想要的價值,甚至會願意犧牲部分隱私來換取。因此本研究目的主要探討社群網站使用者對隱私態度的看法,是否會影響到持續使用意圖;且當使用者在社群網站上價值共創之行為,是否也會影響到持續使用意圖;最後探討共同創造價值並獲得使用者所需價值之行為,是否會降低隱私顧慮對持續使用意圖的影響。
本研究一共提出五個假說,並採用便利抽樣方式進行問卷發放。經過分析後,結果
顯示隱私顧慮會降低信任感,價值共創會增加滿意度,且滿意度也會增加信任程度,滿意度也會對持續使用意圖有正向影響。然而,研究結果也顯示信任程度對持續使用意圖並無顯著正面影響,本研究認為社群網站使用者在社群網站上價值共創,並獲得價值之行為,使其雖然有強烈隱私顧慮感受,卻仍願意繼續使用社群網站。
雖然使用者仍然願意在有強烈隱私顧慮感受下,願意繼續使用社群網站,但本研究
結果也顯示,使用者之持續使用意圖雖然為正向,但整體意願並不高,因此本研究建議社群網站經營者,仍要正視使用者個人隱私,並提高使用者信任程度,才有可能再將使用者持續使用意圖提高。
摘要(英) As the growth of the Internet, social networking sites become the most important communication platform. Some researchers found that user amounts of social networks still
increased. For high exposure rate of the advertising and some services, many users’ personal information are used by someone they don’t know. It causes many private problems and lower the trust.
As the change of generation, consumer can play the role of value creator, and the users of social networking sites can get the value they want from the process of value co-creation. Some researchers said that people would provide some personal information to gain what they want. So, the goals of the research are to find the relationship of privacy concern and continuance intention, to find the relationship of value co-creation and continuance intention, and to explore whether the users can achieve the value that want, and decrease the effect of privacy concern to continuance intention.
This research has proposed five hypotheses, and use convenience sampling to get the data.
The results show that privacy concern will decreases trust, value co-creation will increases satisfaction, satisfaction will increases trust, and satisfaction will positively influence continuance intention. But trust won’t affect continuance intention. The reason may be that the users of social networking sites can get the value when they do the activity of value co-creation on the social networking sites, so they still willing to use the social networking sites although there are some private problems.
Though the users have continuance intention, this research finds that the willing is not strong. So, the managers of social networking sites have to take care of privacy issues, and increase the users’ trust.
關鍵字(中) ★ 隱私顧慮
★ 信任
★ 價值共創
★ 滿意度
★ 持續使用意圖
關鍵字(英) ★ Privacy Concern
★ Trust
★ Value Co-Creation
★ Satisfaction
★ Continuance Intention
論文目次 中文摘要 ii
Abstract iii
目錄 iv
表目錄 List of Tables vi
圖目錄 List of Figures vii
第一章、 緒論 1
1-1、 研究背景與動機 1
1-2、 研究目的與問題 4
1-3、 研究重要性 5
1-4、 研究流程 5
1-4-1、 研究方向確立 6
1-4-2、 問卷發放與資料蒐集 6
1-4-3、 結論分析與建議 6
第二章、 文獻探討 8
2-1、 社群網站 (Social Networking Sites) 8
2-2、 隱私顧慮 (Privacy Concern) 11
2-3、 信任 (Trust) 13
2-4、 科技接受模型 (Technology Acceptance Model)、隱私-信任-行為意圖模型 (Privacy-Trust-Behavioral Intention Model) 15
2-5、 價值共創 (Value Co-Creation) 17
2-6、 滿意度 (Satisfaction) 21
2-7、 持續使用意圖 (Continuance Intention) 22
第三章、 研究方法 24
3-1、 研究架構 24
3-2、 研究假說 24
3-2-1、 隱私顧慮和信任之間的關係 24
3-2-2、 價值共創和滿意度的關係 25
3-2-3、 滿意度和信任之間的關係 25
3-2-4、 信任和使用者持續使用意圖之間的關係 26
3-2-5、 滿意度和持續使用意圖的關係 27
3-3、 變數定義 28
3-3-1、 隱私顧慮 (Privacy Concern) 28
3-3-2、 信任 (Trust) 29
3-3-3、 價值共創 (Value Co-Creation) 29
3-3-4、 滿意度 (Satisfaction) 31
3-3-5、 持續使用意圖 (Continuance Intention) 32
3-4、 研究設計 33
3-4-1、 研究樣本 33
3-4-2、 問卷設計 33
3-4-3、 問卷前測 33
3-5、 資料分析方法 34
第四章、 資料分析與結果 35
4-1、 前測分析 35
4-2、 樣本結構分析 35
4-2-1、 樣本基本特徵 36
4-2-2、 一般使用狀況 36
4-2-3、 隱私使用狀況 37
4-2-4、 變數統計結果 38
4-3、 模型適配度分析 39
4-3-1、 檢驗違反估計 39
4-3-2、 檢驗模型適配度 40
4-3-3、 檢驗收斂效度 42
4-3-4、 檢驗區別效度 44
4-4、 信度分析 45
4-5、 研究模型分析 46
4-6、 不同情境下之研究模型分析 47
4-6-1、 性別和隱私之關係 47
4-6-2、 年齡和隱私之關係 48
4-6-3、 Facebook已使用時間和隱私之關係 49
4-6-4、 Facebook每日使用時間和隱私之關係 49
第五章、 結論與建議 51
5-1、 研究結論 51
5-1-1、 隱私顧慮透過信任進而對持續使用意圖之影響 51
5-1-2、 價值共創透過滿意度進而對持續使用意圖之影響 52
5-1-3、 使用者獲得價值之行為對整體產生的影響 52
5-2、 管理意涵 53
5-2-1、 社群使用者對隱私顧慮的考量 53
5-2-2、 社群使用者價值共創的影響 54
5-3、 研究限制 54
5-4、 研究建議 55
參考文獻 57
附錄一:網路問卷 62
.. 62
參考文獻 [網路部分]
1. 臉書賣客製化廣告 蒐集用戶消費資料
[http://news.xn--1qws34d.com/NewsContent.aspx?ntype=class&sno=2013C18I21M1]
2. 谷歌分享推薦廣告 掀隱私疑慮
[http://goo.gl/wDRc9D]
3. 青少年用戶易接觸情色或藥物廣告 臉書廣告把關不周[http://news.singtao.ca/vancouver/2014-03-01/finance1393656002d4940575.html]
4. eMarketer:網路隱私受到重視,92%美國用戶顧慮相關問題 [http://www.bnext.com.tw/article/view/id/30958]
5. 2014 TRUSTe UK Consumer Confidence Index
[http://www.truste.com/uk-consumer-confidence-index-2014/]
6. 臉書滲透率台灣全球第一
[http://goo.gl/Yt82uV]
7. Facebook開發者大會:回應隱私顧慮,新服務要幫用戶把關個資 [http://www.bnext.com.tw/article/view/id/32049]

[中文部分]
1. 張元力. (2004). 虛擬社群之價值共創活動_以BBS社群為例

[英文部分]
1. Allen, M. W., Walker, K. L., Coopman, S. J., & Hart, J. L. (2007). Workplace surveillance and managing privacy boundaries. Management Communication Quarterly, 21(2), 172-200.
2. Auh, S., Bell, S. J., McLeod, C. S., & Shih, E. (2007). Co-production and customer loyalty in financial services. Journal of Retailing, 83(3), 359-370.
3. Baek, T. H., & Morimoto, M. (2012). Stay away from me. Journal of Advertising, 41(1), 59-76.
4. Berry, L. L. (2000). Cultivating Service Brand Equity. Journal of the Academy of Marketing Science, 28(1), 128.
5. Bettencourt, L. A. (1997). Customer Voluntary Performance: Customers as Partners in Service Delivery. Journal of Retailing, 73(3), 383-406.
6. Bhattacherjee, A. (2001). Understanding information systems continuance: an expectation-confirmation model. Mis Quarterly, 25(3), 351-370.
7. Burgoon, J. K., Parrott, R., LePoire, B.A., Kelley, D.L., Walther, J.B., &, & Perry, D. (1989). Maintaining and Restoring Privacy through Communication in Different Types of Relationships. Journal of Social and Personal Relationships, 6, 131-158.
8. Chan, K. W., Yim, C. K., & Lam, S. S. K. (2010). Is Customer Participation in Value Creation a Double-Edged Sword? Evidence from Professional Financial Services Across Cultures. Journal of Marketing, 74(3), 48-64.
9. Child, J. T., Pearson, J. C., & Petronio, S. (2009). Blogging, communication, and privacy management: Development of the Blogging Privacy Management Measure. Journal of the American Society for Information Science and Technology, 60(10), 2079-2094.
10. Davis, F. D. (1989). Perceived usefulness perceived ease of use and user acceptance of information technology. Mis Quarterly, 13(3), 319-340.
11. Dinev, T., & Hart, P. (2006). An Extended Privacy Calculus Model for E-Commerce Transactions. Information Systems Research, 17(1), 61-80.
12. Dolnicar, S., & Jordaan, Y. (2007). A market-oriented approach to responsibly managing information privacy concerns in direct marketing. Journal of Advertising, 36(2), 123-149.
13. Dong, B., Evans, K. R., & Zou, S. (2007). The effects of customer participation in co-created service recovery. Journal of the Academy of Marketing Science, 36(1), 123-137.
14. Doorn, J., & Hoekstra, J. C. (2013). Customization of online advertising: The role of intrusiveness. Marketing Letters, 24(4), 339-351.
15. Eastlick, M. A., Lotz, S. L., & Warrington, P. (2006). Understanding online B-to-C relationships: An integrated model of privacy concerns, trust, and commitment. Journal of Business Research, 59(8), 877-886.
16. Ellison, N. B., Steinfield, C., & Lampe, C. (2007). The Benefits of Facebook “Friends:” Social Capital and College Students’ Use of Online Social Network Sites. Journal of Computer-Mediated Communication, 12(4), 1143-1168.
17. Ennew, C. T., & Binks, M. R. (1999). Impact of Participative Service Relationships on Quality, Satisfaction and Retention: An Exploratory Study. Journal of Business Research, 46(2), 121-132.
18. Gefen, D., Karahanna, E., & Straub, D. W. (2003). Trust and TAM in Online Shopping: An Integrated Model. Mis Quarterly, 27(1), 51-90.
19. Ghazizadeh, M., Lee, J. D., & Boyle, L. N. (2011). Extending the Technology Acceptance Model to assess automation. Cognition, Technology & Work, 14(1), 39-49.
20. Groth, M. (2005). Customers as Good Soldiers: Examining Citizenship Behaviors in Internet Service Deliveries. Journal of Management, 31(1), 7-27.
21. Hansemark, O. C., & Albinsson, M. (2004). Customer satisfaction and retention: the experiences of individual employees. Managing Service Quality, 14(1), 40-57.
22. Harrison McKnight, D., Choudhury, V., & Kacmar, C. (2002). The impact of initial consumer trust on intentions to transact with a web site: a trust building model. The Journal of Strategic Information Systems, 11(3–4), 297-323.
23. Hars, A., & Ou, S. (2001). Working for free? Motivations of participating in open source projects. Paper presented at the System Sciences, 2001. Proceedings of the 34th Annual Hawaii International Conference on.
24. Hazrati, S. S., Zohdi, M., Zohdi, M. H., Seyedi, S. M., & Dalvand, M. R. (2012). Examining impacts of the salesperson’s ethical behavior on the customer’s satisfaction, trust and commitment. African Journal of Business Management, 6(14), 5026-5033.
25. Hellier, P. K., Geursen, G. M., Carr, R. A., & Rickard, J. A. (2003). Customer repurchase intention: A general structural equation model. European Journal of Marketing, 37(11/12), 1762-1800.
26. Hoffman, D. L., Novak, T. P., & Peralta, M. (1999). Building consumer trust online. Communications of the ACM, 42(4), 80-85.
27. Kellogg, D. L., Youngdahl, W. E., & Bowen, D. E. (1997). On the relationship between customer participation and satisfaction: Two frameworks. International Journal of Service Industry Management, 8, 206-219.
28. Lee, F. S., Vogel, D., & Limayem, M. (2002). Virtual community informatics: what we know and what we need to know. Paper presented at the System Sciences, 2002. HICSS. Proceedings of the 35th Annual Hawaii International Conference on.
29. Lengnick-Hall, C. A. (1996). Customer contributions to quality: A different view of the customer-oriented firm. The Academy of Management Review, 21, 791-824.
30. Li, H., Edwards, S. M., & Lee, J.-H. (2002). Measuring the Intrusiveness of Advertisements: Scale Development and Validation. Journal of Advertising, 31(2), 37-47.
31. Li, H., Sarathy, R., & Xu, H. (2010). Understanding situational online information disclosure as a privacy calculus. Journal of Computer Information Systems, 51(1), 62.
32. Liao, C., Liu, C. C., Liu, Y. P., To, P. L., & Lin, H. N. (2011). Applying the expectancy disconfirmation and regret theories to online consumer behavior. Cyberpsychol Behav Soc Netw, 14(4), 241-246.
33. Liu, C., Marchewka, J. T., Lu, J., & Yu, C.-S. (2005). Beyond concern—a privacy-trust-behavioral intention model of electronic commerce. Information & Management, 42(2), 289-304.
34. Loch, K. D., & Conger, S. (1996). Evaluating ethical decision making and computer use. Communications of the ACM, 39(7), 74-83.
35. Malhotra, N. K., Sung, S. K., & Agarwal, J. (2004). Internet Users′ Information Privacy Concerns (IUIPC): The Construct, the Scale, and a Causal Model. Information Systems Research, 15(4), 336-355.
36. Marques, J., & Serrão, C. (2014). Improving user content privacy on social networks using rights management systems. annals of telecommunications annales des télécommunications, 69(1-2), 37-45.
37. Milne, G. R., & Boza, M.-E. (1999). Trust and Concern in Consumers′ Perceptions of Marketing Information Management Practices. Journal of Interactive Marketing (John Wiley & Sons), 13(1), 5-24.
38. Oliver, R. L. (1980). A cognitive model of the antecedents and consequences of satisfaction decisions. Journal of marketing research, 460-469.
39. Prahalad, C. K., & Ramaswamy, V. (2004). Co-creation experiences: The next practice in value creation. Journal of Interactive Marketing, 18(3), 5-14.
40. Raacke, J., & Bonds-Raacke, J. (2008). MySpace and Facebook: Applying the uses and gratifications theory to exploring friend-networking sites. Cyberpsychology & behavior, 11(2), 169-174.
41. Ramirez, R. (1999). Value co-production: Intellectual origins and implications for practice and research. Strategic Management Journal, 20(1), 49.
42. Ravald, A., & Grönroos, C. (1996). The value concept and relationship marketing. European Journal of Marketing, 30(2), 19-30.
43. Ridings, C. M., Gefen, D., & Arinze, B. (2002). Some antecedents and effects of trust in virtual communities. The Journal of Strategic Information Systems, 11(3), 271-295.
44. Rousseau, D. M., Sitkin, S. B., Burt, R. S., & Camerer, C. (1998). Not so different after all: A cross-discipline view of trust. Academy of management review, 23(3), 393-404.
45. Shi, N., Lee, M. K., Cheung, C., & Chen, H. (2010). The continuance of online social networks: how to keep people using Facebook? Paper presented at the System Sciences (HICSS), 2010 43rd Hawaii International Conference on.
46. Smith, H. J., Milburg, S. J., & Burke, S. J. (1996). Information privacy: Measuring individuals′ concerns about organizational practices. Mis Quarterly, 20(2), 167-196.
47. Sun, Y., Liu, L., Peng, X., Dong, Y., & Barnes, S. J. (2013). Understanding Chinese users’ continuance intention toward online social networks: an integrative theoretical model. Electronic Markets, 1-10.
48. Taylor, S., & Todd, P. A. (1995). Understanding Information Technology Usage: A Test of Competing Models. Information Systems Research, 6(2), 144-176.
49. van der Heijden, H. (2003). Factors influencing the usage of websites: the case of a generic portal in The Netherlands. Information & Management, 40(6), 541-549.
50. Vargo, S. L., & Lusch, R. F. (2004). Evolving to a New Dominant Logic for Marketing. Journal of Marketing, 68(1), 1-17.
51. Vega-Vazquez, M., Revilla-Camacho, M. Á., & Cossío-Silva, F. J. (2013). The value co-creation process as a determinant of customer satisfaction. Management Decision, 51(10), 1945-1953.
52. Viega, J., Kohno, T., & Potter, B. (2001). Trust (and mistrust) in secure applications. Commun. ACM, 44(2), 31-36.
53. Wu, J.-J., Chen, Y.-H., & Chung, Y.-S. (2010). Trust factors influencing virtual community members: A study of transaction communities. Journal of Business Research, 63(9-10), 1025-1032.
54. Yeung, M. C. H., & Ennew, C. T. (2000). From customer satisfaction to profitability. Journal of Strategic Marketing, 8(4), 313-326.
55. Yi, Y., & Gong, T. (2013). Customer value co-creation behavior: Scale development and validation. Journal of Business Research, 66(9), 1279-1284.
56. Zeng, S.-Y., Wu, L.-L., & Chen, H.-G. (2009). Sharing private information online: The mediator effect of social exchange. Paper presented at the Proceedings of the 11th International Conference on Electronic Commerce.
57. Zheng, Y., Zhao, K., & Stylianou, A. (2013). The impacts of information quality and system quality on users′ continuance intention in information-exchange virtual communities: An empirical investigation. Decision Support Systems, 56, 513-524.
指導教授 范懿文、蘇雅惠(Yi-Wen Fan Ya-Huei Su) 審核日期 2014-7-10
推文 facebook   plurk   twitter   funp   google   live   udn   HD   myshare   reddit   netvibes   friend   youpush   delicious   baidu   
網路書籤 Google bookmarks   del.icio.us   hemidemi   myshare   

若有論文相關問題,請聯絡國立中央大學圖書館推廣服務組 TEL:(03)422-7151轉57407,或E-mail聯絡  - 隱私權政策聲明