傳播隱私管理觀點探討臉書使用者之社群平台轉換意圖

在鼓勵用戶高度分享與互動，建立自我社交族譜的社群平台，用戶個人隱私已成近年來最受矚目的議題之一。儘管臉書的普及率日益攀升，卻也面臨用戶基於隱私考量而刪除帳戶或出走的危機，本研究從傳播隱私管理角度出發，以人格特質為前置因子，藉由用戶的自我揭露與隱私管理行為，探討以臉書為主要社群平台的使用者，將使用重心轉移至其他平台之意圖。本研究採問卷調查法，以結構方程式分析，有效解釋不同特質之使用者，在平台隱私管理、揭露行為與轉換意圖間之路徑關係，研究結果除擴大理論適用範圍之外，亦對面臨用戶流失或欲開發新功能的平台經營者，提出具體實務建議。

關鍵字

臉書；傳播隱私管理；自我揭露；人格特質；社群網站

並列摘要

While social networking sites facilitate participatory information sharing and collaboration, there has been a global trend for Facebook users to disconnect from the site due to privacy concerns. The goal of this study was to explore factors that may influence Facebook users' intention to switch between social networking sites in the context of communication privacy management. The results revealed that personality traits were significant predictors of privacy management behaviors. The complete paths from personality traits to switching intention through privacy management and self-disclosure behaviors were also found. Theoretical and practical implications are discussed.

並列關鍵字

Facebook ； communication privacy management ； Self-disclosure ； Personality ； Social networking sits (SNSs)

參考文獻

李采蓉、曹承礎（2008）。隱私偏好，協商及個人化隱私協議。資訊安全通訊，14（1），82-90。

Acquisti, A., & Gross, R. (2006). Imagined communities: Awareness, information sharing, and privacy on the Facebook. In International workshop on Privacy enhancing technologies (pp. 36-58). Berlin, Germany: Springer.

Altman, I. (1975). The Environment and Social Behavior: Privacy, Personal Space, Territory, and Crowding. Boston: Brooks/Cole Pub. Co.

Altman, I., & Taylor, D. A. (1973). Social penetration: The development of interpersonal relationships. Oxford, UK: Holt, Rinehart & Winston.

Ames, D. R., Rose, P., & Anderson, C. P. (2006). The NPI-16 as a short measure of narcissism. Journal of Research in Personality, 40(4), 440-450.

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傳播隱私管理觀點探討臉書使用者之社群平台轉換意圖

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