臺灣博碩士論文加值系統

這項研究的主要目的是要找出為什麼人們在Facebook上分享及不共享。然後，我們可以將這些因素分析和應用於社會教育和宣傳推廣等。在這項研究中應用了社會資本理論和公共利益。阿德勒和Kwon（2002）指出，社會資本與各種正面積極的社會成果有關聯，如:更好的公眾健康，降低犯罪率，以及更高效的金融市場。
此外，調查問卷被用來檢查和研究受訪者在Facebook上分享或不分享的原因和反應。此外，本研究使用社會資本理論分析為什麼人們在Facebook上分享的原因，本研究也考量並檢查是否隱私也負面地影響臉書的分享行為，以及隱私是否可能會導致人們不要在Facebook上分享。

The main purpose of this research is to find out why people share and do not share on Facebook. And then, we can apply these factors to do the analysis and the social education and advertising promotion and so on. In this study, social capital theory and public good have been applied. Adler and Kwon (2002) indicated that social capital was linked to a variety of positive social outcomes, such as better public health, lower crime rates, and more efficient financial markets.
Additionally, the questionnaires were used to check and study the reasons and reactions from respondents about sharing or not sharing on Facebook. Furthermore, after the analysis of why people share on Facebook by using social capital theory, this research also considers and checks if privacy moderates negatively and privacy may cause people not to share on Facebook.

ABSTRACT I
ACKNOWLEDGEMENTS II
TABLE OF CONTENTS III
LIST OF TABLES VI
LIST OF FIGURES VII
CHAPTER ONE INTRODUCTION 1
1.1 Research Background. 1
1.2 Facebook’s History and Background. 4
1.2.1 Business Perspective. 6
1.2.2 Social Contact. 7
1.2.3 Holding Activities. 7
1.2.4 Grouping (Club). 8
1.2.5 Applied Programs. 8
1.3 Why Do People Share on Facebook? 8
1.4 Why Do People not Share on Facebook? – Privacy Concerns Influence Information Sharing on Facebook. 11
1.5 Research Questions. 14
CHAPTER TWO LITERATURE REVIEW 16
2.1 The Theoretical Foundation. 16
2.2 The Benefits of Social Network. 18

2.3 Social Capital Theory. 21
2.4 Social Interaction Ties. 25
2.5 Trust Development on Facebook Participation. 26
2.6 Reciprocity Norms. 27
2.7 Identification. 28
2.8 Shared Language. 28
2.9 Shared Vision. 29
2.10 Defining Privacy Concerns on Facebook. 29
CHAPTER THREE METHODOLOGY 31
3.1 Defining the Variables. 32
3.2 Hypothesis Development. 33
3.3 Conceptual Framework. 37
3.4 Proposed Study Design and Construct Measurements. 37
3.5 Method of Analysis. 38
3.5.1 Confirmatory Factor Analysis (CFA) 38
3.5.2 Reliability Analysis 39
3.5.3 Structure Equation Model Analysis (SEM) 39
3.5.4 Summary of Questionnaire: 40
CHAPTER FOUR RESEARCH RESULT 42
4.1 Result of Confirmatory Factor Analysis ( CFA). 42
4.1.1 Convergent Validity 42
4.1.2 Construct Reliability by using CFA 45
4.1.3 Discriminant Validity 46
4.2 Result of Structure Equation Model Analysis (SEM). 47
4.3 Moderation Effect. 50
CHAPTER FIVE CONCLUSION AND SUGGESTION 53
5.1 Discussion of Research Findings. 53
5.2 Implication………………………………..…59
5.2.1Theoretical Implication 59
5.2.2 Practical Implication 61
5.3 Limitations and Future Research. 62
References……………………………………………..65

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