使用用途與隱私政策對社群網站持續參與意圖影響之探討：以臉書（Facebook）為例

Influence of Intended Use and Privacy Policy on the Intention of Continuing to Participate in Virtual Communities: The Case of Facebook

鄭敏芝(Min-Jhih Cheng) ； 蔡合和(Her-Her Tsai) ； 洪秀婉(Shiu-Wan Hung) ； 王文生(Wen-Sheng Wang) ； 呂英傑(Ying-Chieh Lu) ； 林哲如(Jhe-Ru Lin)

《企業管理學報》 106期 (2015/09) Pp. 59-79

摘要

隨著網路使用率的普及，社群網站成為許多人即時搜索資訊與交流互動的工具。對社群網站業者來說，找出用戶持續參與社群網站的主要用途並進一步吸引用戶造訪該網站是個重要的議題。另一方面，儘管社群網站已隨著網際網路技術而日漸普遍，但同時也衍生了不少隱私相關議題，導致用戶對社群網站的信任產生疑慮，而要如何讓用戶對社群網站產生信任以及如何在隱私開放程度與持續參與該網站的意圖中找到平衡顯得相當重要。因此本研究從社群網站用戶持續參與的主要用途，並以隱私-信任-行為意向理論模型為基礎探討影響社群網站持續參與意圖，以Facebook網站用戶做為研究對象，回收420份有效問卷進行結構方程模式分析。研究結果發現主要影響社群網站用戶持續參與之用途為社會搜索與近況動態，也發現用戶會透過隱私政策的安全保護及是否徹底執行來提高社群網站的信任程度，進而增加持續參與意圖。

關鍵字

社群網站 ； 社群網站使用用途 ； 線上隱私政策 ； 持續參與意圖

並列摘要

Social networks bring together geographically dispersed, like-minded people to form a network for knowledge exchange. Social media sites endeavor to attract users and keep them revisit the sites continuously. Despite the social networks via internet has brought convenience to the users, it also raises the concerns of privacy issues which prevent the users from visiting these websites. The study investigated the influence of intended use and privacy policy on the intention of continuing to access the social networks via internet. We collected 420 valid questionnaires through Facebook, and employed the structural equation model to conduct the empirical study. The empirical results suggest that the main factors that affect social network users are social searching and status updates. Those sites that are safe and enforced with a privacy setting to increase the trust level of users can increase the intention of use for the users. The results of this study can provide some guidelines to the social media sites to develop the needed functions in order to keep the users use for enormous business opportunity.

並列關鍵字

Social network sites ； Intention of use ； Online privacy policy

參考文獻

黃芳銘(2007)。結構方程模式－理論與應用。台北市:五南圖書出版公司。

Anderson, J.,Gerbing, D.(1988).Structural equation modeling in practice: A review and recommended two-step approach.Psychological Bulletin.103(3),411-423.

Blumler, J. G.,Katz, E.(1974).The Uses of Mass Communications: Current Perspectives on Gratifications Research.CA:Sage.

Boyd, D. M.,Ellison, N. B.(2007).Social network sites: Definition, history, and scholarship.Journal of Computer-Mediated Communication.13(1),210-230.

Buchanan, D. A.,Fitzgerald, L.,Ketley, D.(2007).The Sustainability and Spread of Organizational Change: Modernizing healthcare.London:Routledge.