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題名：社群網站使用顧慮、隱私政策與行為意圖關聯性之研究
書刊名：全球商業經營管理學報
作者：林錦郎／卓麗香／張松山
作者(外文)：Lin, Chin-lang／Cho, Li-hsing／Chang, Sung-shan
出版日期：2018
卷期：10
頁次：頁23-36
主題關鍵詞：行為意圖；信任；隱私政策；隱私顧慮；Behavioral intention；Trust；Privacy policy；Privacy concern
原始連結：連回原系統網址new window
相關次數：
  • 被引用次數被引用次數:期刊(1) 博士論文(0) 專書(0) 專書論文(0)
  • 排除自我引用排除自我引用:1
  • 共同引用共同引用:28
  • 點閱點閱:154
邇來臉書(Facebook)社群網站爆發大量個資外洩問題，引起使用者一陣譁然，使用社群網站隱私顧慮再度成為熱門議題。隨著資訊科技通訊技術發展快速，網際網路蓬勃成長，促使社群網站使用普及，成為使用者搜尋即時資訊與互動交流分享的平台，因此資訊隱私更凸顯其重要性。本研究旨在了解高等教育大學院校學生使用社群網站-臉書之現況與探討使用者顧慮、隱私政策與行為意圖關聯性，研究其中影響使用態度與行為意圖的相關因素及問題，並針對問題提出解決建議，期能提供大學生使用臉書社群網站之參考，確保其資訊搜尋與交流互動之隱私安全。本研究結合隱私顧慮、隱私政策、信任與理性行為理論(theory of reasoned behavior, TRB)，成為模式探討架構。透過問卷調查高雄市KMU醫學大學與CS科技大學2所大學院校學生，計回收243份有效問卷，採用SPSS與AMOS統計軟體，建立資料檔案並進行各項統計分析。經對研究假設進行驗證，研究結果發現：(一)本研究各變項相互間具關聯性；(二)臉書社群網站使用隱私顧慮與隱私政策對使用態度具正向顯著影響；(三)臉書社群網站信任程度對使用態度具正向顯著影響；(四)臉書社群網站使用者使用態度對行為意圖具正向顯著影響；(五)本研究模式配適度佳。研究結果提供大學院校學生使用臉書社群網站實務上之建議，期能有效確保學生使用臉書社群網站進行資訊搜尋與社交互動交流之安全性。
With the rapid development of information and communication technology, community websites have become platforms for information exchange and instant messaging. However, the recent personal data leak of social network Facebook has highlighted the importance of information privacy. As a result, the purposes of this study are to understand the students' Facebook use and to explore the relationship between privacy policy, users' concern, and behavioral intention. The relevant factors and problems which affect users' attitude and intention are investigated. This study combines privacy concern, privacy policy, trust, and theory of reasoned behavior (TRB) to form the research framework. Questionnaire survey was conducted and 243 samples were collected from students in KMU and CS universities of Kaohsiung, Taiwan. Data files were constructed. The statistical analysis was performed by SPSS and AMOS. After validating the hypotheses, the results show that all variables in this study are related to each other. Moreover, the privacy concern and privacy policy of Facebook have significant positive effects on users' attitude. The users' trust level of Facebook has significant positive effects on users' attitude. The users' attitude has significant positive effects on behavioral intention. A good model fit has been shown in this study. These results provide practical recommendations about Facebook use to the college students and further ensure the students' security of information searching and social interacting on Facebook.
期刊論文
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19.林錦郎、卓麗香、張松山(20170900)。資訊隱私機制與信任對Facebook社群網站使用者行為意圖影響之研究。全球商業經營管理學報，9，13-25。new window  延伸查詢new window
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2.Ho, A.、Maiga, A.、Aimeur, E.(2009)。Privacy Protection Issues in Social Networking Sites。IEEE/Acs International Conference on Computer Systems and Applications。Rabat：Institute Electrical and Electronics Engineers。271-278。  new window
3.Acquisti, Alessandro、Gross, Ralph(2006)。Imagined communities: awareness, information sharing, and privacy on the Facebook。6th Workshop on Privacy Enhancing Technologies，(會議日期: June 28-30, 2006)。Cambridge：Robinson College。36-58。  new window
4.Dwyer, C.、Hiltz, S. R.、Passerini, K.(2007)。Trust and Privacy Concern within Social Networking Sites: A Comparison of Facebook and My Space。13th Americas Conference on Information Systems (AMCIS) 2007。  new window
學位論文
1.張松山(2012)。大學圖書館電子資源使用行為模式建構之研究(博士論文)。高雄師範大學。new window  延伸查詢new window
圖書
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其他
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圖書論文
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