使用者之自我揭露、隱私感受與社會資本關係之研究

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姓名

沈君叡(Chun-jui Shen) 查詢紙本館藏

畢業系所

資訊管理學系

論文名稱

使用者之自我揭露、隱私感受與社會資本關係之研究

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摘要(中)

本研究以Facebook使用者的自我揭露為主題，探討使用者的隱私顧慮及隱私設定是否會影響其Facebook上的自我揭露，並瞭解使用者心理的隱私需求及網路自我效能的不同是否會影響其隱私顧慮，另一方面本研究亦探討使用者自我揭露程度與其社會資本之關係。
本研究採用問卷調查法，共回收473份有效問卷，使用PLS方法進行資料分析後，結果如下：
1. 使用者心理的隱私需求越高則其隱私顧慮越高。
2. 使用者心理的隱私需求越高則其自我揭露程度越低。
3. 使用者隱私顧慮越高則其更改隱私設定的行為越頻繁。
4. 使用者隱私設定行為越頻繁則其自我揭露程度越高。
5. 使用者自我揭露程度越高則其社會資本越高。
根據發現，本研究建議往後社交網站提供者可加強隱私設定之功能，以提高使用者分享內容的意願。另外一方面，網路科技的發達使越來越多人運用網路與他人互動，使得人與人真實互動的時間減少，根據研究結果，使用者在Facebook上的自我揭露程度能夠正向影響其社會資本，表示在Facebook上的自我揭露程度越高除了能夠讓使用者維持與熟悉之人的關係，另一方面也可與原本不熟悉之人有所交集，促進彼此關係的發展。

摘要(英)

The purpose of this research is to show the effect of self-disclosure on Facebook users. The goal is to identify whether the self-disclosure behavior of Facebook users will vary on their privacy concern or private settings on Facebook, and to understand whether users’ privacy concern can be different from their own psychological need for privacy. Besides, this research also looks at the relationship between users’ social capital and their self-disclosure.
This has been done by screening 473 valid questionnaires through questionnaire method, and after the PLS analysis, it applies:
1. FB users who score higher in psychological needs for privacy will have more privacy concerns.
2. FB users who score higher in psychological needs for privacy will have lower degree of self-disclosure.
3. FB users who score higher in privacy concerns will have more frequent in privacy settings change.
4. FB users who change their privacy settings more frequently will have higher degree of self-disclosure.
5. FB users who score higher in degree of self-disclosure will have higher level of social capital.
With the help of advanced development in Internet technology, people can more efficiently interact with other people in social network sites (SNSs). According to the research findings, users’ self-disclosure has a positive relation with their social capital, which in turn results in higher degree of self-disclosure. The study finding suggests that the SNSs providers improve their SNSs privacy settings so as to encourage users’ willingness to share their contents with friends. Conclusion and implications of this study are discussed at the end of the thesis.

關鍵字(中)

★ 網路自我效能
★ 自我揭露
★ 社會資本
★ 心理的隱私需求
★ 隱私顧慮

關鍵字(英)

★ Social Capital
★ Privacy Concern
★ Internet Self-Efficacy
★ Psychological Need for Privacy
★ Self-Disclosure

論文目次

摘要 ii
ABSTRACT iii
表目錄 vii
圖目錄 viii
第一章緒論 1
第一節、研究背景與動機 1
第二節、研究問題與目的 2
第三節、研究貢獻 3
第四節、論文架構 4
第二章文獻探討 5
第一節、自我揭露 5
第二節、隱私顧慮 8
第三節、網路自我效能 10
第四節、社會資本 12
第三章研究方法 16
第一節、研究架構與研究假說 16
第二節、問卷設計及變數衡量 20
第三節、研究樣本及資料蒐集 22
第四節、資料分析方法 23
第四章資料分析 24
第一節、問卷量表之信度與效度檢驗 24
第二節、敘述性統計分析 28
第三節、研究模型與研究假說檢定 30
第四節、研究發現與討論 32
第五章研究結論與建議 35
第一節、研究結論 35
第二節、實務建議 36
第三節、研究限制與未來研究方向建議 37
參考文獻 38
附錄一　本研究問卷 43

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指導教授

周惠文(Huey-wen Chou)

審核日期

2012-7-12

推文