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研究生:許碧香
研究生(外文):HSU, PI-HSIANG
論文名稱:社會大眾參與社群網站認知風險之研究
論文名稱(外文):The Study of Perceived Risk for Use Social Networking Site in the Social People
指導教授:陳泰源陳泰源引用關係陳國嘉陳國嘉引用關係
指導教授(外文):CHEN, T.Y.CHEN, KUO-CHIA
口試委員:陳泰源陳國嘉鄭育書顏嗣鈞
口試委員(外文):CHEN, T.Y.CHEN, KUO-CHIACHENG, Y.S.YAN, SZ-JIUN
口試日期:2020-06-20
學位類別:碩士
校院名稱:開南大學
系所名稱:商學院碩士在職專班
學門:商業及管理學門
學類:其他商業及管理學類
論文種類:學術論文
論文出版年:2020
畢業學年度:108
語文別:中文
論文頁數:33
中文關鍵詞:社群網站認知隱私權風險信任感知覺控制
外文關鍵詞:social networking siteperceived privacy risktrustperceived control
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社群網站是 網 路 平台,它提供人們建構社會網絡或社會關係,大
家並分享相同經驗、興趣、背景和真實生活之連結。而個人經由社群
網站顯示出個人訊息,可能 會有暴露個人隱私風險。 社群網站在近幾
年 快速成長,最著名社群網站是 Facebook, 它每個月有 10 幾億使用
者上線。每位使用者至少平均有 130 為朋友,而且預期為來有增加趨
勢。根據調查 , 社群網站使用者比其他 社群網站 服務網站花費更多時
間 (Gartner, 2013)。過去有關社群網站自我揭 露 之研究,大都使用社會
交換理 論 來解釋為何使用者願意揭 露 個人資訊於社群網站。而過去研
究也較少 論 述 信任感對社群網站認知風險 之影響。因此,本研究欲探
討在使用社群網站時, 信任感對社群網站認知風險 的影響。 在母體確
定 後,本 研 究 以 研 究 者 工 作 單 位 之 教 師 為 樣 本 對 象,並 經 由 問 卷 施 測,
全部回收有效問卷為 111 份。本研究根據 Christy Cheung et al., (2015)
之問卷修改後施測和實證分析,發現下列結論:
1.信任感與 認 知 隱私權風險 等變數之信度指標 都 符合高信度指標要
求 。
2.信任感與 認 知 隱私權風險 等變數之間呈現顯著正相關。
3.對 SNS 服務提供者 之信任感對 認 知 隱私權風險 是有顯著性影響。
4.教育程度在 信任感與 認 知 隱私權風險 看法上有顯著差異。
5.性 別 在 認知隱私權風險 看法上有顯著差異。
6.年齡在 SNS 服務提供者信任感與任之隱私權風險看法上 有顯著差
異 。
7.職業在 SNS 服務提供者信任感、SNS 社群成員信任感與任之隱私
權風險看法上有顯著差異。
8.婚姻狀況在 信任感與任之隱私權風險 看法上沒有顯著差異。
Social networking websites are internet platforms that allow people
to establish a social network or relationship where everyone shares
similar experience, interests, background, and connections in real life.
By sharing personal information through social networking sites,
individuals take the risk of compromising personal privacy. Among the
most famous social networking websites is Facebook, with billions of
monthly users. Every user has an average of at least 130 friends, and this
number has a positive growing trend. According to research, people
spend more time on social networking websites than other websites.
(Gartner, 2013) Past studies regarding self-disclosure on social
networking sites generally use social exchange theory to explain why
users are willing to disclose personal information on those sites. Also,
the effect of trust on perceived risks of social network sites are less
mentioned. Therefore, this study aims to explore the effect of trust on
perceived risks of social network sites. Using the author’s colleagues as
samples, there are 111 valid questionnaires.
Through empirical analysis from questionnaires used by Christy
Cheung (2015), this study reveals the following:
1. Trust and perceived risk index are within high reliability
standards.
2. There is a positive correlation between trust and perceived privacy
risk.
3. Trust for SNS service provider has a significant effect on
perceived privacy risk.
4. Level of education affects views on trust and perceived privacy
risk significantly.
5. Gender affects views on perceived privacy risk significantly.
6. Age affects views on trust of SNS service providers and perceived
privacy risks significantly.
7. Occupation affects views on trust of SNS service providers, trust
of SNS group members, and perceived privacy risks significantly.
8. Marital status does not affect views on trust and perceived privacy
risks.
摘要 ................................................................ i
Abstract....................................................... ii
目錄 ........................................................ iv
圖目錄 .........................................................v
表目錄 ............................................. vi
一、緒論 ....................................................1
1-1 研究動機與目的 ......................................1
1-2 研究過程與論文架構 ..............................................2
二、文獻探討 ...............................................4
2-1 社群網站與信任感 ........................................4
2-2 認知隱私權風險 ...................................................8
三、研究方法 ............................................. 10
3-1 研究架構與假設 ............................................ 10
3-2 研究設計 ......................................... 11
四、實證分析與結果 ............................ 16
4-1 基本資料分析 ............................................ 16
4-2 社群網站使用者信任感對認知風險之實證分析 ... 18
五、結論與建議 ............................................... 26
5-1 結論 ............................................... 26
5-2 建議 ............................................ 27
參考文獻 ............................................... 28
附錄:問卷 ......................................... 31
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〔 2〕 周文賢 ( 1998),〈 量 化 研 究 與 統 計 分 析 〉, 台 北 : 華 泰 。
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adoption: a perceived risk facets perspective”, International
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