過去關於Facebook之研究,僅只有初步的使用行為調查,或網站隱私權知覺、信任及使用者動機的研究,缺乏網站激勵機制對使用者上網行為影響之研究。因此本研究主要目的在於瞭解使用者的資訊隱私顧慮與信任,對其上網行為的影響,並加入激勵機制與信任的干擾效果以及激勵機制與隱私權知覺顧慮之間的干擾效果的假設,藉量化的統計分析檢定,進一步瞭解促成社群網站使用行為的關鍵因素與其間的交互作用。 研究中採用問卷調查法,透過網路問卷,蒐集了207份Facebook 使用者的有效樣本,進行相關及階層迴歸模型模型分析。研究結果發現以下五點:一、當使用者對網站本身及其他使用者信任度越高時,則其在網站上揭露資訊及使用傾向也越高。二、使用者的隱私權知覺越高,會降低使用者的資訊揭露行為,但對使用傾向尚無顯著相關。三、當使用者信任程度越高,其隱私權知覺程度便會越低。四、激勵機制並不會干擾使用者的隱私權知覺及信任對上網行為的影響,而是直接影響使用者上網行為。五、在使用者使用傾向上發現,激勵機制加入以後,隱私權知覺及信任對上網行為的影響即變得不顯著。
In recent years, there has been a dramatic proliferation of research concerned with uses of social network sites (SNSs). However, most of the studies on the Facebook are either preliminary investigations of using behavior, or mainly focus on the issues of website privacy, trust and user’s motivation. Little is known about how website incentive mechanism designs affect the information disclosure on and the intensity of uses of SNSs. Thus, the purpose of this thesis is to deepen our understanding of how privacy concern, trust, and website incentive mechanisms affect the use of SNSs. Furthermore, by conducting rigorous statistics analysis, we also aim to identify the key factors and their interactions for promoting social network uses. The study developed a questionnaire based upon previously validated measures, employed a online survey to collect user information from a total of 207 Facebook users, and analyzed the data using regression analysis techniques. Results seem to warrant following conclusions: (1) trust has positive influence on both information disclosure on and the intensity of uses of SNSs, (2) privacy concern has negative influence on information disclosure on SNSs but has no effect on the intensity of uses of SNSs, (3) trust has negative influence on privacy concern, (4) incentive mechanism does not moderate the influences of privacy concern and trust on uses of SNSs, (5) incentive mechanism accounts for a significant additional amount of variance in the variance of SNS use after controlling the variance explained by both privacy concern and trust.