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題名:垃圾郵件的規範管理研究
作者:張鎮遠
作者(外文):Jeng-Yuan Chang
校院名稱:國立臺灣大學
系所名稱:商學研究所
指導教授:徐木蘭
黃崇興
學位類別:博士
出版日期:2001
主題關鍵詞:電子廣告郵件資訊倫理網路廣告網路規範網網路行銷路內容管理垃圾郵件Unsolicited Commercial E-mailInformation EthicsInternet AdvertisingInternet Content RegulationJunk MailSpam
原始連結:連回原系統網址new window
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摘要
隨著網路的迅速發展,電子郵件也隨著網路廣告發展成為一項方便而成本低廉的行銷工具,但是未經收信者同意下而濫發電子廣告郵件,卻產生令人困擾的垃圾郵件(spam)的管理問題,也引起了許多的爭議。垃圾郵件應該如何規範,尚未有一個定論,因而引發本研究之動機,由相關文獻探討、質化研究及實証研究,建構垃圾郵件的管理架構。
由於目前為止,在垃圾郵件管理問題的規範機制上探討,包括資訊倫理、用戶契約、過濾軟體、法律規範等四種機制的討論是以描述統計和以法律之角度探討為主,而以法律介入規範之合適性最多,而尚沒有垃圾郵件的管理架構和管理實證的相關研究。目前為止,各種機制實行上的法律合宜性和實施的有效性,仍是諸多爭議,有很多學者都抱著懷疑的態度,認為目前所有的規範機制,效果非常有限,甚至是無效的。因此在本研究中以質化研究的方法分析垃圾郵件的管理架構並以問卷調查、管理實證的方法驗證垃圾郵件氾濫對網路服務業者(Internet Service Provider;ISP)營運成本的影響;以及驗證目前的規範機制,包括資訊倫理、用戶契約、過濾軟體、法律規範等四種機制對垃圾郵件規範有否影響以及影響的相關性並探討規範機制的相互影響關係。
本研究主要利用集體座談(panel discussion)、個案研究深度訪談和問卷調查分析,來作上述各項影響之相關性。
本研究主要的發現:
1.垃圾郵件的管理架構。
2.垃圾郵件氾濫對ISP業者的營運成本有顯著影響,成正相關。
3.各種規範機制對垃圾郵件氾濫的有顯著影響,成負相關。
4.法律規範的介入對資訊倫理、用戶契約、過濾軟體等三種規範機制的效果有顯著影響,成正相關。
5.資訊倫理對法律規範、用戶契約規範機制的效果有顯著影響,成正相關。
Dissertation Abstract
With the rapid development of the Internet, e-mail services have developed into a convenient and low-cost marketing tool. However, the spam, also known as junk e-mail, has become so annoying that the call for workable mechanisms to put the unsolicited commercial email under proper control has invited comprehensive controversy. Nevertheless, no conclusion has been reached as to how the spam should be regulated. In view of that, this research will look into related literature and conduct qualitative studies and empirical studies to further construct a framework for the spam control.
The four main mechanisms explored in past studies conducted on spam control, namely information ethics, contract, filtering software, and legal regulation, have always been discussed through descriptive statistics and from lawful aspect with major focus on the legitimacy of legal intervention. So far no framework for the spam control is available and no research has been done through empirical studies.
At present, the appropriateness and effectiveness of those spam-controlling mechanisms still remain controversial. Many scholars think that all the current mechanisms are of limited or even no avail at all.
In this research, the framework of spam control is analyzed via qualitative research method. Through surveys and empirical studies, the impact that spam has on the operation cost of Internet Service Provider, ISP, is evaluated. This research also explores the effects that the current four mechanisms, namely information ethics, contract, filtering software, and legal regulation, have on controlling spam, the correlation among the effects, and how the mechanisms interrelate to one another. The data for the correlation coefficient analyses is obtained through panel discussions, case studies, depth interviews and survey results.
Major outcome and findings of this study are summarized as follows:
1.An analytical framework of spam control is constructed.
2.Spamming increases the operation cost of the ISP significantly with positive correlations.
3.The various control mechanisms inhibit the spamming significantly with negative correlations.
4.The legal intervention improves the effectiveness information ethics, contract, and filtering software significantly with positive correlations.
5.The information ethics improves the effectiveness of legal regulation and contract significantly with positive correlations.
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