由人格特質觀點探討社群網站之個人資訊揭露行為意圖-以Facebook為例

The Personality Traits toward Personal Information Disclosure Behavioral Intentions on Social Network Sites: A Case Study of Facebook

彭雅瑜(Ya-Yu Peng)

指導教授 ： 阮金聲

國立中正大學/管理學院/資訊管理學系/碩士(2012年)

摘要

Facebook以實名制的概念推廣，頗受使用者的喜愛，目前為止的註冊人口數非常可觀，但其隱私問題卻一再引發爭議。由於社群網站的核心價值是「人」，因此，本研究以人為主軸探討使用者的個人資訊揭露意圖。
過去研究發現個體差異會影響個人的行為意圖，因而本研究以外向性、神經質以及自戀這三個在社群網站中較為活躍的人格特質為基礎，透過知覺隱私風險、自我展現及社會支持三部分，探討不同人格特質之行為意圖的差異。調查對象為使用過Facebook的亞洲人口，一共蒐集了562 份有效問卷，使用AMOS 進行結構方程模式(Structural Equation Modeling)驗證假說。
研究結果顯示：外向性越低或神經質越高，知覺隱私風險的程度越高；自戀越高或神經質越高，自我展現的程度越高；以及外向性越高，社會支持的程度越高。此外，知覺隱私風險、自我展現以及社會支持對於個人資訊揭露意圖皆有顯著的影響。然而，人格特質並非僅限於上述三種，所以未來研究可針對更多的人格特質進行探討。

關鍵字

個人資訊揭露意圖 ； 社群網站 ； 人格特質

並列摘要

Facebook, one of the most popular websites, encourages its members to register with their real names and hence raises privacy concerns. Because the core value of social network sites stems from human, this study focuses on user intention to reveal personal information. Previous literatures had indicated that individual differences affected personal behavior intention, and following that, we integrated active personalities, namely extraversion, neuroticism, and narcissism, with perceived privacy risk, self-presentation, and social support to explore personal information disclosure intention. The objects of this research were the Facebook users of Asia. We conducted an internet survey and 562 valid questionnaires were collected. We then examined the hypotheses with a Structural Equation Modeling analysis and the results were as follows:
1. Extraversion had a negative relation with perceived privacy risk.
2. Neuroticism had a positive relation with perceived privacy risk.
3. Narcissism and Neuroticism had positive relations with self-presentation.
4. Extraversion had a positive relation with social support.
5. Perceived privacy risk, self-presentation, and social support had positive impacts on personal information disclosure intention.

並列關鍵字

Social Network Site ； Personal Information Disclose Intension ； Personality Trait

參考文獻

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