社會大眾參與社群網站認知風險之研究

The Study of Perceived Risk for Use Social Networking Site in the Social People

許碧香(Bei-Shien Shean)

《全球管理與經濟》 16卷1期 (2020/06) Pp. 45-64

https://doi.org/10.6565/JGME.202006_16(1).0003

摘要

社群網站是網路平台，提供人們建構社會網絡或社會關係，大家並分享相同經驗、興趣、背景和真實生活之連結。而個人經由社群網站顯示出個人訊息，可能會有暴露個人隱私風險。社群網站在近幾年快速成長，最著名社群網站是Facebook，它每月有10幾億使用者上線。每位使用者至少平均有130為朋友，而且預期為來有增加趨勢。根據調查，社群網站使用者比其他社群網站服務網站花費更多時間（Gartner, 2013）。過去有關社群網站自我揭露之研究，大都使用社會交換理論解釋為何使用者願意揭露個人資訊於社群網站。而過去研究也較少論述信任感對社群網站認知風險之影響。因此，本研究欲探討在使用社群網站時，信任感對社群網站認知風險的影響。在母體確定後，以研究者工作單位之教師為樣本對象，並經由問卷施測，全部回收有效問卷為111份。本研究根據Christy Cheung et al,（2015）之問卷修改後施測和實證分析，發現下列結論：1.信任感與認知隱私權風險等變數之信度指標都符合高信度指標要求。2.信任感與認知隱私權風險等變數之間呈現顯著正相關。3.對SNS服務提供者之信任感對認知隱私權風險是有顯著性影響。4.教育程度在信任感與認知隱私權風險看法有顯著差異。5.性別在認知隱私權風險看法上有顯著差異。6.年齡在SNS服務提供者信任感與任之隱私權風險看法有顯著差異。7.職業在SNS服務提供者信任感、SNS社群成員信任感與任之隱私權風險看法有顯著差異。及8.婚姻狀況在信任感與任之隱私權風險看法上沒有顯著差異。

關鍵字

社群網站 ； 認知隱私權風險 ； 信任感 ； 知覺控制

並列摘要

Social networking websites are internet platforms that allow people to establish a social network or relationship where everyone shares similar experience, interests, background, and connections in real life. By sharing personal information through social networking sites, individuals take the risk of compromising personal privacy. Among the most famous social networking websites is Facebook, with billions of monthly users. Every user has an average of at least 130 friends, and this number has a positive growing trend. According to research, people spend more time on social networking websites than other websites. (Gartner, 2013) Past studies regarding self-disclosure on social networking sites generally use social exchange theory to explain why users are willing to disclose personal information on those sites. Also, the effect of trust on perceived risks of social network sites are less mentioned. Therefore, this study aims to explore the effect of trust on perceived risks of social network sites. Using the author's colleagues as samples, there are 111 valid questionnaires. Through empirical analysis from questionnaires used by Christy Cheung (2015), this study reveals the following: 1. Trust and perceived risk index are within high reliability standards. 2. There is a positive correlation between trust and perceived privacy risk. 3. Trust for SNS service provider has a significant effect on perceived privacy risk. 4. Level of education affects views on trust and perceived privacy risk significantly. 5. Gender affects views on perceived privacy risk significantly.6.Age affects views on trust of SNS service providers and perceived privacy risks significantly. 7. Occupation affects views on trust of SNS service providers, trust of SNS group members, and perceived privacy risks significantly; and 8. Marital status does not affect views on trust and perceived privacy risks.

並列關鍵字

Social Networking Site ； Perceived Privacy Risk ； Trust ； Perceived Control