使用隱私計算理論探討臉書使用者之自我揭露行為：以好友名單豐富度作為前置因素

莊士毅

doi:10.6342/NTU201601309

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使用隐私计算理论探讨脸书使用者之自我揭露行为：以好友名单丰富度作为前置因素

Exploring self-disclosure of Facebook users by privacy calculus theory: friendlist richness as an antecedent

庄士毅 , 硕士　　导师：陈鸿基　　

繁体中文 DOI： 10.6342/NTU201601309

脸书；自我揭露；社交隐私疑虑；知觉娱乐；好友名单丰富度； Facebook ； self-disclosure ； social privacy concern ； perceived playfulness ； friendlist richness

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摘要 │ 参考文献 (154) │ 国际计量

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In recent years, Facebook is getting more and more popular, with sustained growth of users and penetration into every age group, friend list of users also become larger and more diversified. This situation may be a good news for Facebook because which means users can connect to more friends so as to gain larger benefit on the platform, but at the same time, statistics showed that the amount of “original posts” has been continuing to decline, which meant that users has been becoming more and more reluctant to disclosure themselves on Facebook. Why would that contradiction happen? A report suggested that it is because of privacy problems derived from the excessive number of friends, which attracted our attention and interests. A model based on privacy calculus theory, exploring how friendlist richness
influence the benefits and costs of self-disclosure－perceived playfulness and social privacy concern was built, adding role conflict and audience segregation behavior as mediators, combining these variables to explain the impact of self-disclosure on Facebook. Data was collected from an online survey(N=351) and a path analysis was used to evaluate the model. The findings indicated that friendlist richness has positive influence
on role conflict but has no influence on perceived playfulness, and role conflict can partly mediate the relationship between friendlist richness with social privacy concern. Social privacy concern has positive influence on audience segregation behaviors, and completely mediate the relationship between role conflict with audience segregation behaviors. Finally, social privacy concern, perceived playfulness has negative and  positive influence on self-disclosure respectively, but audience segregation behaviors has no influence on self-disclosure. Based on these findings, we discuss implications for theory and practice and provide suggestions for future research.

参考文献 ( 154 ) 〈TOP〉

Acquisti, A. and R. Gross (2006). Imagined communities: Awareness, information sharing, and privacy on the Facebook. Privacy enhancing technologies, Springer.
连结：
Ahuja, M., K. M. Chudoba, J. F. George, et al. (2002). Overworked and isolated? Predicting the effect of work-family conflict, autonomy, and workload on organizational commitment and turnover of virtual workers. System Sciences, 2002. HICSS. Proceedings of the 35th Annual Hawaii International Conference on, IEEE.
连结：
Altman, I. and D. A. Taylor (1973). Social penetration: The development of interpersonal relationships, Holt, Rinehart & Winston.
连结：
Archer, R. L. and J. A. Burleson (1980). "The effects of timing of self-disclosure on attraction and reciprocity." Journal of personality and social psychology 38(1): 120.
连结：
Ashforth, B. E., G. E. Kreiner and M. Fugate (2000). "All in a day's work: Boundaries and micro role transitions." Academy of management review 25(3): 472-491.
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使用DOI作为永久连结

引用含有DOI的文献

DOI可强化引用精确性、增强学术圈连结，并给予使用者跨平台的良好使用经验，目前在全世界已有超过五千万个对象申请DOI。 如想对DOI的使用与概念有进一步了解，请参考 （ ） 。

DOI可强化引用精确性、增强学术圈连结，并给予使用者跨平台的良好使用经验，目前在全世界已有超过五千万个对象申请DOI。如想对DOI的使用与概念有进一步了解，请参考（）。