資訊隱私顧慮對社群網站使用者使用意圖影響之研究－以Facebook為例

The Influence of Information Privacy Concern on Users' Intentional Behavior in Social Networking Websites-An Example on Facebook

郭明煌(Ming-Huang Guo)；廖鴻圖(Hung-Tu Liao)；蕭麗齡(Li-Lin Hsiao)；王亭雅(Ting-Ya Wang)

理性行為理論 ； 隱私機制 ； 資訊隱私顧慮 ； 臉書 ； theory of reasoned action ； privacy mechanism ； concerns on information privacy ； Facebook

資訊管理學報

21卷4期（2014 / 10 / 01）

341 - 363

繁體中文

隨著社群網站將個人資料設置趨向透明化，衍生出不少隱私問題；為了在透明化與隱私問題中取得平衡，社群網站多次更新隱私設置及政策，以滿足使用者對隱私保護的需求。因此，本研究以臉書(Facebook)為例，以理性行為理論為研究基礎，探討使用者在使用網站時，對資訊隱私顧慮的多寡，是否會影響對網站的使用行為意圖。透過網路問卷蒐集有效樣本426份，本研究發現：資訊隱私顧慮顯著影響使用態度，知覺結構保證與知覺隱私賦權顯著影響信任，而主觀規範及使用態度亦顯著影響使用意圖。

Purpose-Social networking websites change along with the time. The trend to set personal data in transparent had brought a lot of privacy issues. In order to balance the openness and privacy issues, social networking websites frequently update their privacy settings and policies to reduce privacy issues. In this study, we want to explore the relationship between the protection of personal data and the behavior on Facebook users. Design/methodology/approach-The study is based on theory of Reasoned Action, and collects 426 valid samples from Facebook users. Findings-According to the results of statistic analyze, concerns on information privacy significantly affect personal attitude. Structural guarantee and privacy empowerment significantly affect trust. Moreover, trust, subjective norms and attitude significantly affect behavioral intentions. Research limitations/implications-The study explores the relationship between the protection of personal data and the user behavior on Facebook. Therefore, the results might be not appropriate to explain users' behavior on other social networking websites. Practical implications-In order to running in a proper economy of scale, the social networking websites try many ways to fascinate users to register in. In the study, it shows that concerns on information privacy highly affects personal attitude, and trust significantly affects behavioral intentions. Therefore, mangers are suggested to provide a more safely environment, so that users will continuously stay in the social networking websites. Originality/value-The study shows that uses do concern about how the personal information is protected in the social networking websites. It reminds and emphasizes that, management is much more important than applications or functionalities provided in nowadays information systems.

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