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研究生:鍾乘文
研究生(外文):Chen-Wen Chung
論文名稱:虛擬社群信任、隱私風險與使用意圖關係之探討
論文名稱(外文):An Exploration on the Relationships Among Trust, Privacy Risk, and Using Intention of Virtual Community
指導教授:祝道松祝道松引用關係
指導教授(外文):Dauw-Song Zhu
學位類別:碩士
校院名稱:國立東華大學
系所名稱:國際企業學系
學門:商業及管理學門
學類:企業管理學類
論文種類:學術論文
論文出版年:2012
畢業學年度:100
論文頁數:128
中文關鍵詞:虛擬社群知覺有用性知覺易用性使用態度主觀規範知覺行為控制信任隱私風險使用意圖
外文關鍵詞:FacebookVirtual CommunityTAMTPBC-TAM-TPBPerceived UsefulnessPerceived Ease of UseAttitude of UsingSubjective NormsPerceived Behavioral ControlTrustPrivacy RiskUsing Intention
相關次數:
  • 被引用被引用:17
  • 點閱點閱:2652
  • 評分評分:
  • 下載下載:354
  • 收藏至我的研究室書目清單書目收藏:4
根據Socialbakers 網站的調查,台灣 2012年5月時的 Facebook 用戶數已上升至近1,200 萬人,約人口總數的52%,而上網人口中74.22% 的網友會使用 Facebook,可見Facebook 網站在台灣普遍受到社群網站使用者的歡迎與使用。2012年,Facebook 於首次公開募股的說明書中,提出會員數量的相關數據,據其2011年12月的最新統計,Facebook 的每月活躍會員數高達8億4,500萬人,而每日的活躍會員也有4億8,300萬人。不論在台灣或是世界各國,Facebook 在虛擬社群的使用者中都是最受歡近、最常被使用的社交活動平台。
本研究之目的在找出Facebook 網站廣受使用的重要因素,考量到 Facebook 網站的科技性及使用者的行為特質,本研採取綜合科技接受模式 (TAM)及計畫行為理論(TPB)的結合計畫行為理論與科技接受模式 (Combined TAM and TPB, C-TAM-TPB),做為研究之基礎架構,此外,社群網站參與者使用 Facebook 進行社交活動時,個人隱私遭不當揭露之情形也或有所聞,其使用者對隱私外洩的知覺認知與對Facebook 的信任程度,亦是本研究欲探索的重點,並將該二項要素與 C-TAM-TPB 模式結合,提出概念性的架構,採討前述變項其對 Facebook 網站的影響力及解釋能力。
本研究實證發現使用態度、知覺有易性、知覺易用性、主觀規範、知覺行為控制、信任等變數對Facebook 使用者的使用意圖均有直接或間接的正向影響,而隱私風險則對使用意圖有間接的負向影響;各變數中對使用意圖影響較大者分別為使用態度、知覺易用性及隱私風險,其路徑係數分別為0.515、0.414、-0.135,信任則為0.102 最小;知覺有易性、使用態度、主觀規範、知覺行為控制四項變數在整體結構模式中具中介效果;本研究之架構經實證所建構之整體模式對Facebook 使用者之使用意圖整體變異的解釋能力達66.8%,具有不錯之解釋能力,整體架構具一定之參考價值。
We can see Facebook today is in widespread use in Taiwan according to a report on Socialbakers website. The Taiwan population of Facebook users is almost 12 million, which is 52% of total amount of population. Furthermore, it shows that 74.22% of internet users have Facebook accounts.
In 2012, Facebook announced the number of its users in the initial public offering: the monthly active users was 845 million while the daily active users was 483 million by the end of December, 2011.
It is very obvious that Facebook has became very popular and is commonly used as a social platform all over the world. This research is aimed at understanding what factors make it so prevalent.
The theory of this research is based on the Technology Acceptance Mode(TAM), Theory of Planned Behavior(TPB)and Combined TAM and TPB(C-TAM-TPB) models considering the technology aspect and the characteristics of its users. Privacy leakage is also an concern when using Facebook. Therefore, to know the cognitive perception of privacy leakage of its users and the level of trust are issues of this research.
The author linked up those two factors with C-TAM-TPB model and proposed a conceptual framework to review the impacts which were caused by the preceding variable and its effectiveness of explanation.
The results concluded that the using intention had direct and also indirect positive effects by those variables such as attitude of using, perceived usefulness(PU), perceived ease of use(PEOU), subjective norms and behavior control. The privacy impacts had indirectly negative influence on the using intention.
The variables which caused remarkable shifts to using intention were "attitude of using" and "perceived ease of use". Both path coefficients were 0.515 and 0.414. Moreover, "subjective norm", "perceived behavioral controls" and "privacy impact" resulted almost the same to "using intention". Their path coefficients were 0.163, 0.157, -0.135; "trust" had the least path coefficient which was 0.102. Also, the variables that had the mediating effects in the whole structural model were "perceived ease of use", "attitude of using", "subjective norm" and "perceived behavioral controls".
Finally, this research proved that its theoretical model was able to expound 66.8% of the whole variables of using intention of Facebook's users.
第一章 緒論 1
第一節 研究背景 1
第二節 研究動機與研究目的 4
第三節 研究流程 5
第二章 文獻探討 7
第一節 虛擬社群 7
第二節 理性行為理論 9
第三節 計畫行為理論 11
第四節 科技接受模式 15
第五節 結合計畫行為理論與科技接受模式 19
第六節 信任 21
第七節 知覺風險 24
第八節 變數之間的關係與假設推導 29
第三章 研究方法 33
第一節 研究架構 33
第二節 研究假設 35
第三節 研究變數的操作型定義與衡量 36
第四節 問卷設計與資料蒐集方法 39
第五節 資料分析方法 43
第四章 資料分析與發現 47
第一節 敘述性統計分析 47
第二節 問卷量表分析 58
第三節 整體結構方程模式分析 68
第四節 中介變數分析 82
第五節 C-TAM-TPB 模式與研究架構之比較 86
第六節 討論 93
第五章 結論與建議 97
第一節 結論 97
第二節 管理意涵與實務貢獻 98
第三節 研究限制與後續研究建議 101
中文部分
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