要不要在臉書分享?

Share or not to share on Facebook?

林淑萍

臉書 ； 隱私 ； 資訊科技 ； 資訊系統 ； 祖克伯 ； 公益 ； 分享 ； 社會資本. ； Facebook ； Privacy ； IT ； IS ； Zuckerberg ； Public good ； Share ； Social capital.

成功大學國際經營管理研究所碩士在職專班學位論文

2013年

碩士

陳正忠

英文

這項研究的主要目的是要找出為什麼人們在Facebook上分享及不共享。然後，我們可以將這些因素分析和應用於社會教育和宣傳推廣等。在這項研究中應用了社會資本理論和公共利益。阿德勒和Kwon（2002）指出，社會資本與各種正面積極的社會成果有關聯，如:更好的公眾健康，降低犯罪率，以及更高效的金融市場。 此外，調查問卷被用來檢查和研究受訪者在Facebook上分享或不分享的原因和反應。此外，本研究使用社會資本理論分析為什麼人們在Facebook上分享的原因，本研究也考量並檢查是否隱私也負面地影響臉書的分享行為，以及隱私是否可能會導致人們不要在Facebook上分享。

The main purpose of this research is to find out why people share and do not share on Facebook. And then, we can apply these factors to do the analysis and the social education and advertising promotion and so on. In this study, social capital theory and public good have been applied. Adler and Kwon (2002) indicated that social capital was linked to a variety of positive social outcomes, such as better public health, lower crime rates, and more efficient financial markets. Additionally, the questionnaires were used to check and study the reasons and reactions from respondents about sharing or not sharing on Facebook. Furthermore, after the analysis of why people share on Facebook by using social capital theory, this research also considers and checks if privacy moderates negatively and privacy may cause people not to share on Facebook.

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