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題名：社群網站使用用途與隱私政策對用戶持續使用意圖影響之研究
作者：林哲如
作者(外文)：Che-Ju Lin
校院名稱：國立中央大學
系所名稱：企業管理學系
指導教授：洪秀婉
陳春希
學位類別：博士
出版日期：2012
主題關鍵詞：社群網站；社群網站使用用途；線上隱私政策；持續使用意圖；social networking sites；uses of social networking sites；online privacy policy；the continued use of intent
原始連結：連回原系統網址new window
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隨著網路使用率的普及，社群網站正漸漸成為許多人即時搜索資訊與交流互動的工具。對社群網站業者來說，找出用戶持續使用社群網站的主要用途並進一步吸引用戶造訪該網站是個重要的議題。另一方陎，儘管社群網站已隨著網際網路技術而日漸普遍，但同時社群網站也衍生了不少隱私相關議題，導致用戶對社群網站的信任產生疑慮，而要如何讓用戶對社群網站產生信任以及如何在隱私開放程度與持續使用該網站的意圖中找到一個帄衡便顯得相當重要。因此本研究目的即找出影響社群網站用戶持續使用的主要用途，並以隱私-信任-行為意向理論模型為基礎，在原有的隱私四項次構陎 (通知、選擇、存取、安全) 之外，多加入了這些隱私政策是否確實「執行」來做為隱私的衡量構陎，探討影響社群網站持續使用意圖的各個因素，以 Facebook 網站用戶做為研究對象共回收 425份有效問卷，使用 STATISTICAS 6.0 軟體進行結構方程模式資料分析，研究結果發現主要影響社群網站用戶持續使用之用途為「社會搜索」與「近況動態」，也發現用戶會透過隱私政策的「安全」保護及是否徹底「執行」來提高社群網站的信任程度，進而增加持續使用意圖，本研究結果可使社群網站業者得以藉由發展這些因素的相關功能，進而有效地留住龐大用戶以產生更大的商機。
As the internet becomes popular, social network has become a tool for people to do research and communicate. For the social networking site companies, it is important issues for them to find the purpose which keeps the users using and attracts them to visit the website continuously. On the other hand, even though social networking site is more popular by the Internet techniques, it also made lots of privacy issues which cause the users losing confidence in those websites. These are the reason why it is very important to know how to build the confidence between users and websites and find the balance between the privacy open extent and the intention of continuously using the website. Therefore, the purpose of this study is to find out the main purpose of the users which impact them continued to use. Based on the privacy-trust-behavioral intentions theoretical model, we added the privacy policy which confirm whether “Enforcement” for privacy measurement beside the old four privacy (notice, choose, access, and safe). We use the additional policy to determent the influence for every factor that affects the social network usage. We use Facebook website user as our study object that we got 425 valid questionnaires, and then we use STATISTICAS 6.0 to analysis these information. The result is that the main purpose which affect social network users are “Social searching” and “Status updates.” Also, users use “safe” and “Enforcement” in privacy setting to raise the trust level of social website then increase the usage intent. Our conclusion can make social website company develop these functions in order to keep these huge users for enormous business opportunity.
6-1　中文文獻
1.田育菁 (2011) 社群網站於我國隱私權保障之研究 國立東華大學財經法律研究所 碩士論文

2.江嘉軒 (2004) 虛擬社群網站使用動機與社會臨場感研究 國立中山大學傳播管理研究所 碩士論文

3.林嘉容 (2010) 社群網站使用者行為模式之研究-以臉書為例 國立東華大學全球運籌管理研究所 碩士論文

4.岳鵬雲 (2011) 網頁遊戲及網路外部性對於社群網站會員忠誠度之影響-以FACEBOOK 為例 德明財經科技大學資訊科技與管理研究所 碩士論文

5.陳映儒 (2011) 社群網站特性與使用者忠誠度、持續參與意圖之關係研究 東吳大學商學院企業管理研究所 碩士論文new window

6.劉丹迪 (2011) 移动社會網络服務（Social Network Service, SNS）持續使用行為研究　清華大學經濟管理學院　碩士論文

7.愛麗娜 (2009) 網站隱私保護政策與信任之研究：比較俄羅斯與台灣的差異逢甲大學國際貿易學系 碩士論文

6-2　英文文獻
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