社群網站使用用途與隱私政策對用戶持續使用意圖影響之研究

The influence of social networking sites use and privacy policy on the continued use of intent: A case study of Facebook

林哲如(Che-Ju Lin)

指導教授 ： 洪秀婉 ； 陳春希

國立中央大學/管理學院/企業管理學系/博士(2012年)

摘要

隨著網路使用率的普及，社群網站正漸漸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，找出用戶持續使用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。另一方陎，儘管社群網站已隨著網際網路技術而日漸普遍，但同時社群網站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使用該網站的意圖中找到一個帄衡便顯得相當重要。因此本研究目的即找出影響社群網站用戶持續使用的主要用途，並以隱私-信任-行為意向理論模型為基礎，在原有的隱私四項次構陎 (通知、選擇、存取、安全) 之外，多加入了這些隱私政策是否確實「執行」來做為隱私的衡量構陎，探討影響社群網站持續使用意圖的各個因素，以 Facebook 網站用戶做為研究對象共回收 425份有效問卷，使用 STATISTICAS 6.0 軟體進行結構方程模式資料分析，研究結果發現主要影響社群網站用戶持續使用之用途為「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，進而增加持續使用意圖，本研究結果可使社群網站業者得以藉由發展這些因素的相關功能，進而有效地留住龐大用戶以產生更大的商機。

關鍵字

社群網站 ； 社群網站使用用途 ； 線上隱私政策 ； 持續使用意圖

並列摘要

As the internet becomes popular, social network has become a tool for people to do research and communicate. For the social networking site companies, it is important issues for them to find the purpose which keeps the users using and attracts them to visit the website continuously. On the other hand, even though social networking site is more popular by the Internet techniques, it also made lots of privacy issues which cause the users losing confidence in those websites. These are the reason why it is very important to know how to build the confidence between users and websites and find the balance between the privacy open extent and the intention of continuously using the website. Therefore, the purpose of this study is to find out the main purpose of the users which impact them continued to use. Based on the privacy-trust-behavioral intentions theoretical model, we added the privacy policy which confirm whether “Enforcement” for privacy measurement beside the old four privacy (notice, choose, access, and safe). We use the additional policy to determent the influence for every factor that affects the social network usage. We use Facebook website user as our study object that we got 425 valid questionnaires, and then we use STATISTICAS 6.0 to analysis these information. The result is that the main purpose which affect social network users are “Social searching” and “Status updates.” Also, users use “safe” and “Enforcement” in privacy setting to raise the trust level of social website then increase the usage intent. Our conclusion can make social website company develop these functions in order to keep these huge users for enormous business opportunity.

並列關鍵字

social networking sites ； uses of social networking sites ； online privacy policy ； the continued use of intent

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