臺灣博碩士論文加值系統

本研究旨在探討LINE與Facebook使用者的使用意圖，以「理性行為理論」(Theory of Reseaoned Action; TRA)為基礎，並透過整理過去有關LINE與Facebook之特性與資訊系統成功的相關文獻，歸納出影響LINE與Facebook使用意圖之相關因素。在「理性行為理論」相關文獻中，尚未有研究同時採用LINE與Facebook來探討社群媒體使用者之使用意圖，本研究延伸理性行為理論之相關變數，以讓此理論應用在LINE與Facebook的情境上更臻完整。

本研究使用問卷調查法，利用Google所提供的網路問卷系統做為本研究發放問卷之平台，針對台灣地區有使用LINE與Facebook之學生族群使用者作為研究對象，其使用期間超過3個月以上，並且以目前仍繼續使用之使用者為主，經由三階段有效問卷篩選，共回收629份。本研究使用SmartPLS3.0軟體進行統計分析資料，結果顯示多數假說均傾向於支持本研究原先所提出。其結果顯示：(1) 社群媒體使用者的「資訊隱私顧慮」會負向顯著影響使用者的「使用態度」；(2) 社群媒體使用者的「知覺結構保證」、「知覺隱私賦權」會正向顯著影響使用者的「信任」；(3) 社群媒體使用者的「信任」會負向顯著影響使用者的「知覺風險」；(4) 社群媒體使用者的「信任」會正向顯著影響使用者的「使用態度」；(5) 社群媒體使用者的「主觀規範」、「使用態度」會正向顯著影響使用者的「使用意圖」。

This study aims to explore the LINE with the intended use of the Facebook users, with " Theory of Reseaoned Action " (TRA) based, and through the past relevant LINE and features of Facebook with the success of related literature, summed up the impact of LINE and Facebook of intended use related factors. " Theory of Reseaoned Action " in the literature, have not yet yet research while using LINE and Facebook at the same time to discuss the intended use of social media users. This study extends theory of rational behavior related variables, so this theory is applied in LINE and Facebook on the situations of integrity.

This study used questionnaires, using online survey system provided by Google as the platform of the research questionnaire. Use LINE with Facebook users of students in Taiwan as the object of study. During its use for more than 3 months or more, and to continue using user-oriented. Through the three-stage filters valid questionnaires were collected, recovered 629. This study used SmartPLS3.0 software for statistical analysis of data. Results show most tended to support the hypothesis of this study was originally proposed. The results show: (1) user''s Information Privacy Concern of social media has significantly negative impact on the user’s attitude. (2) user’s perception structure ensures and perceived privacy empowered of social media would significantly positive impact on the user''s trust.(3) user''s trust of social media would significantly negative impact on the user''s perceived risk.(4) user''s trust of social media would significantly positive impact on the user’s attitude. Finally, user’s Subjective norm and attitude of social media would significantly positive impact on the user’s Usage Intention.

摘要 i
Abstract ii
誌謝 iii
目錄 iv
表目錄 vi
圖目錄 vii
壹、緒論 1
1.1 研究背景 1
1.2 研究動機 3
1.3 研究目的與研究問題 4
1.4 研究範圍 4
1.5 研究流程與論文架構 5
貳、文獻探討 7
2.1 LINE簡介 7
2.1.1 LINE基本功能 7
2.1.2 LINE隱私設定 8
2.2 Facebook簡介 8
2.2.1 Facebook基本功能 9
2.2.2 Facebook隱私設定 9
2.3 資訊隱私顧慮 12
2.3.1 網路使用者資訊隱私顧慮 12
2.4 知覺隱私賦權 13
2.5 理性行為理論 14
2.6 知覺風險 15
2.7 信任 16
參、研究方法 18
3.1 研究架構 18
3.2 研究假說 18
3.2.1 資訊隱私顧慮與使用態度的關係 19
3.2.2 隱私機制與信任的關係 19
3.2.3 主觀規範與使用意圖的關係 20
3.2.4 信任與知覺風險的關係 20
3.2.5 知覺風險與使用意圖的關係 20
3.2.6 信任與使用態度的關係 21
3.2.7 使用態度與使用意圖的關係 21
3.3 變數定義與操作化 23
3.3.1 資訊隱私顧慮 23
3.3.2 隱私機制 25
3.3.3 主觀規範 26
3.3.4 知覺風險 26
3.3.5 信任 27
3.3.6 使用態度 27
3.3.7 使用意圖 28
3.4 研究設計 28
3.4.1 問卷設計 28
3.4.2 研究樣本 30
3.4.3 前測 30
3.4.4 資料分析方法 34
肆、資料分析 35
4.1 敍述性統計分析 35
4.2 問卷量表之檢驗 42
4.2.1 信效度分析 42
4.3 假說與模型驗證 50
4.4 假說驗證結果 51
伍、結論與建議 52
5.1 研究結論 52
5.1.1 路徑分析結果 52
5.1.2 研究結果 52
5.2 研究貢獻 56
5.3 實務上之建議 56
5.4 研究限制 57
5.5 未來研究方向 58
參考文獻 59
附錄一：篩選出經常使用者之研究結果 64
附錄二：理性行為理論應用於資訊系統情境之相關研究 65
附錄三：本研究問卷 69
表目錄
表3 1 本研究假說彙整表 22
表3-2 資訊隱私顧慮之操作化衡量題項 23
表3-3 知覺結構保證之操作化衡量題項 25
表3-4 主觀規範之操作化衡量題項 26
表3-5 知覺風險之操作化衡量題項 26
表3-6 信任之操作化衡量題項 27
表3-7 使用態度之操作化衡量題項 27
表3-8 使用意圖之操作化衡量題項 28
表3-9 變數操作彙整表 29
表3-10 前測問卷信、效度分析表 31
表4-1 LINE與Facebook使用者基本資料 36
表4-2 LINE使用行為 36
表4-3 Facebook使用行為 39
表4-4 各構面之AVE、CR值、Cronbach’s Alpha 43
表4-5 權重值、因素負荷量、標準誤與T值表 45
表4-6 收斂效度 47
表4-7 區別效度分析 49
表4-8 假說檢定結果表 52
圖目錄
圖1-1 LINE全球每月活躍使用者人數 1
圖1-2 LINE全球註冊用戶人數走勢圖 2
圖1-3 Facebook全球每月活躍使用者人數 2
圖1-4 本研究之流程架構圖 6
圖2 1 理性行為理論 14
圖3-1 研究架構 18
圖4-1 使用LINE的主要目的為何？(複選，限選“兩”項) 38
圖4-2 使用LINE的主要功能是以下哪幾種？(複選，限選“五”項) 38
圖4-3 使用Facebook的主要目的為何？(複選，限選“兩”項) 41
圖4-4 使用Facebook的主要功能是以下哪幾種？(複選，限選“五”項) 41
圖4-5 路徑分析圖 51

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