社群網站使用用途與隱私政策對用戶持續使用意圖影響之研究

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林哲如(Che-Ju Lin) 查詢紙本館藏

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企業管理學系

論文名稱

社群網站使用用途與隱私政策對用戶持續使用意圖影響之研究
(The influence of social networking sites use and privacy policy on the continued use of intent: A case study of Facebook)

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摘要(中)

隨著網路使用率的普及，社群網站正漸漸成為許多人即時搜索資訊與交流互動的工具。對社群網站業者來說，找出用戶持續使用社群網站的主要用途並進一步吸引用戶造訪該網站是個重要的議題。另一方陎，儘管社群網站已隨著網際網路技術而日漸普遍，但同時社群網站也衍生了不少隱私相關議題，導致用戶對社群網站的信任產生疑慮，而要如何讓用戶對社群網站產生信任以及如何在隱私開放程度與持續使用該網站的意圖中找到一個帄衡便顯得相當重要。因此本研究目的即找出影響社群網站用戶持續使用的主要用途，並以隱私-信任-行為意向理論模型為基礎，在原有的隱私四項次構陎 (通知、選擇、存取、安全) 之外，多加入了這些隱私政策是否確實「執行」來做為隱私的衡量構陎，探討影響社群網站持續使用意圖的各個因素，以 Facebook 網站用戶做為研究對象共回收 425份有效問卷，使用 STATISTICAS 6.0 軟體進行結構方程模式資料分析，研究結果發現主要影響社群網站用戶持續使用之用途為「社會搜索」與「近況動態」，也發現用戶會透過隱私政策的「安全」保護及是否徹底「執行」來提高社群網站的信任程度，進而增加持續使用意圖，本研究結果可使社群網站業者得以藉由發展這些因素的相關功能，進而有效地留住龐大用戶以產生更大的商機。

摘要(英)

As the internet becomes popular, social network has become a tool for people to do research and communicate. For the social networking site companies, it is important issues for them to find the purpose which keeps the users using and attracts them to visit the website continuously. On the other hand, even though social networking site is more popular by the Internet techniques, it also made lots of privacy issues which cause the users losing confidence in those websites. These are the reason why it is very important to know how to build the confidence between users and websites and find the balance between the privacy open extent and the intention of continuously using the website. Therefore, the purpose of this study is to find out the main purpose of the users which impact them continued to use. Based on the privacy-trust-behavioral intentions theoretical model, we added the privacy policy which confirm whether “Enforcement” for privacy measurement beside the old four privacy (notice, choose, access, and safe). We use the additional policy to determent the influence for every factor that affects the social network usage. We use Facebook website user as our study object that we got 425 valid questionnaires, and then we use STATISTICAS 6.0 to analysis these information. The result is that the main purpose which affect social network users are “Social searching” and “Status updates.” Also, users use “safe” and “Enforcement” in privacy setting to raise the trust level of social website then increase the usage intent. Our conclusion can make social website company develop these functions in order to keep these huge users for enormous business opportunity.

關鍵字(中)

★ 社群網站
★ 社群網站使用用途
★ 線上隱私政策
★ 持續使用意圖

關鍵字(英)

★ social networking sites
★ uses of social networking sites
★ online privacy policy
★ the continued use of intent

論文目次

摘要 I
Abstract II
誌謝 III
目錄 IV
圖目錄 VII
表目錄 VIII
一、緒論 1
1-1研究背景與動機 1
1-2研究目的 3
1-3研究流程 4
二、文獻回顧 5
2-1社群網站 5
2-2使用用途 12
　2-2-1社群網站之使用用途 12
　2-2-2持續使用意圖 16
2-3隱私 18
　2-3-1隱私與社群網站 18
　2-3-2線上隱私政策遵守之相關法規 21
　2-3-3隱私與社群網站相關研究 24
2-4信任 27
　2-4-1信任之定義 27
　2-4-2信任中介 29
三、研究方法 31
3-1研究架構 31
3-2研究對象與抽樣方法 32
　3-2-1研究對象 32
　3-2-2抽樣方法 32
3-3研究假設 32
3-4研究變數操作型定義與問卷設計 41
　3-4-1使用用途 41
　3-4-2隱私政策 43
　3-4-3信任 44
　3-4-4持續使用意圖 44
3-5資料分析與統計方法 46
　3-5-1敘述性統計 46
　3-5-2信效度分析 46
　3-5-3線性結構關係模式 46
四、實證結果 49
4-1有效樣本與敘述性統計 49
　4-1-1樣本基本特徵 49
　4-1-2一般使用狀況 50
　4-1-3隱私使用狀況 52
4-2信度與效度 53
　4-2-1信度分析 53
　4-2-2效度分析 54
4-3　結構模式分析 60
　4-3-1結構方程式 60
　4-3-2模型適合度檢定 62
　4-3-3假設檢定 63
五、討論與建議 66
5-1研究結論 66
5-2管理意涵 68
5-3研究限制 70
5-4未來研究建議 71
六、參考文獻 72
6-1中文文獻 72
6-2英文文獻 72
6-3其他來源 82
附錄 84
圖目錄
圖1-1　研究流程 4
圖2-1　世界重要社群網站發展時間軸 8
圖2-2　全球Facebook使用人數成長 10
圖2-3　台灣Facebook使用人數成長 10
圖2-4　虛擬社群會員發展四階段 12
圖2-5　隱私-信任-行為意向模型 30
圖3-1　本研究架構 31
圖4-1　整體模式路徑 61
圖4-2　整體線性模式關係路徑 65
表目錄
表2-1　社群網站之定義 6
表2-2　Facebook大事記 9
表2-3　各網路社群主要使用用途相關研究 14
表2-4　信任之定義 28
表3-1　使用用途的操作型定義及衡量問項 42
表3-2　隱私政策的操作型定義及衡量問項 43
表3-3　信任的操作型定義及衡量問項 44
表3-4　持續使用意圖的操作型定義及衡量問項 45
表3-5　整體模型適配度指標理想值與可接受值 48
表4-1　樣本基本資料整理 50
表4-2　一般使用行為統計表 51
表4-3　隱私使用行為統計表 52
表4-4　各構面之平均數與標準差 53
表4-5　各構面之Cronbach’s α係數值 54
表4-6　整體模式的一階驗證性因素分析 55
表4-7　各構面的平均萃取變異AVE與結構信度CR 58
表4-8　各潛在變項配對相關信賴區間檢定法結果 59
表4-9　整體模型適配度指標與實際數值 62
表4-10　潛在變數之因果關係估計值與研究假說驗證彙整 63

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指導教授

洪秀婉、陳春希
(Shiu-Wan Hung、Chun-Hsi Chen)

審核日期

2012-6-26

推文