臺灣博碩士論文加值系統

近年來Facebook使用者人數逐漸增加，各項資料都顯示Facebook已成了世界上最熱門的社群網路帄台。因為眾多的使用者在Facebook上分享他們的個人資訊，關於資訊隱私的顧慮也隨著不斷升高。過去研究中，關於Facebook之研究僅只有初步之使用行為調查，缺乏對於其使用者隱私顧慮的影響之研究文獻。另一方面，Facebook提供之隱私機制是否可以影響使用者對於Facebook的信任，過去也無相關之文獻探討。因此本研究之主要目的在於瞭解使用者的資訊隱私顧慮、網站隱私機制以及其他信任之前置因素，對於使用者信任和風險的影響，以及是否影響後續分享資訊之意圖。
研究中採用問卷調查法，透過Facebook應用程式上設計問卷，並蒐集了428份Facebook使用者的有效樣本，進行變異數及結構方程模型分析。研究結果發現以下四點：一、不同的使用者族群的資訊隱私顧慮程度皆不同，例如性別、教育程度、使用網路經驗及過去曾使用過不真實資訊。二、使用者資訊隱私顧慮會顯著影響使用者對Facebook的信任及感受的風險，進而影響使用意圖。三、Facebook隱私機制會顯著影響使用者對Facebook的信任。四、其他信任前置因素對Facebook使用者的信任和過去文獻不完全一致。

In recent year, there are increasing numbers of Facebook users, and many reports showed that Facebook has become the most popular social network platform. When Facebook users share their personal information on Facebook, it makes information privacy concerns rising. In the past studies, what researchers finds in users’ behavior are only some preliminary investigation, but lacks of studies about Facebook users’ privacy concerns . On the other hand, there is no relevant past literature of the privacy mechanism which Facebook provides can affect the users’ trust on the platform. The main purpose of this study is to understand which factors, including user''s information privacy concerns, the website’s privacy mechanisms, and other antecedents of trust, will impact the trust and risk of users on Facebook, and whether it will affect the intention of information of sharing,.
The study surveyed 428 valid samples through the Facebook application, and conducted variance analysis and structural equation modeling. The results showed that the following four conclusions: First, the different user groups will have different levels of information privacy concerns, such as gender, education level, experience in using the Internet and in the past had used false information. Second, the user information privacy concerns will significantly affect the users’ trust and risk, and the intention of sharing information. Third, Facebook’s privacy mechanism will significantly affect the users’ trust. Finally, other Facebook users’ antecedents of trust are not consistent with past literature.

第一章 緒論 ................................................................................................................. 1
第一節 研究背景與動機...................................................................................... 1
第三節 研究目的與問題...................................................................................... 5
第三節 論文章節.................................................................................................. 6
第二章 文獻探討 ......................................................................................................... 7
第一節 Facebook簡介 ......................................................................................... 7
第二節 隱私........................................................................................................ 14
第三節 信任及風險............................................................................................ 21
第三章 研究方法 ....................................................................................................... 31
第一節 研究架構................................................................................................ 31
第二節 研究假說................................................................................................ 32
第三節 變數定義與衡量.................................................................................... 40
第四節 研究設計................................................................................................ 46
第五節 資料分析方法........................................................................................ 48
第四章 資料分析與結果 ........................................................................................... 49
第一節 樣本結構分析........................................................................................ 49
第二節 衡量模型................................................................................................ 53
第三節 結構方程模型分析................................................................................ 57
第五章 結論與建議 ................................................................................................... 64
第一節 研究結論................................................................................................ 64
第二節 管理意涵................................................................................................ 68
第三節 研究限制及未來研究方向.................................................................... 70
參考文獻...................................................................................................................... 72
國外文獻.............................................................................................................. 72
國內文獻.............................................................................................................. 76
參考網站.............................................................................................................. 77

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國內文獻
[1]. 吳亞馨、朱素玥、方文昌，2008，網路購物信任與科技接受模式之實證研究，資訊管理學報，15卷1期：123 - 152。
[2]. 孫思源、詹淑敏、趙佩如，2009，顧客對行動商務購物意願之影響因素—由安全及風險觀點探討，顧客滿意學刊，5卷2期：127 - 154。
參考網站
[1]. Facebook 統計資料. from http://www.facebook.com/press/info.php?statistics
[2]. Facebook 隱私設定. from http://www.facebook.com
[3]. Facebook 隱私導覽與說明. from http://www.facebook.com/privacy/explanation.php
[4]. Facebook 隱私權政策. from http://www.facebook.com/policy.php
[5]. Wikipedia: Facebook 簡介. from http://zh.wikipedia.org/wiki/Facebook