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

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蔡璧合(Pi-He Tsai) 查詢紙本館藏

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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

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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

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指導教授

范懿文、蘇雅惠(Yi-Wen Fan Ya-Huei Su)

審核日期

2014-7-10

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