從使用者知覺揭露風險的角度探討社群媒體建構的關鍵因素

Analyzing Key Building Blocks of Social Media From the Perspective of Perceived Risks

蘇傳光(Chuan-Kuang Su)

指導教授 ： 陳筱琪 ； 陳文良

中原大學/商學院/企業管理研究所/碩士(2020年)

https://doi.org/10.6840/cycu202000454

摘要

隨著科技的進步與網路的普及，人們開始大量的使用網路，使得社群媒體快速的成長，近年來幾乎人手一支智慧型手機，而智慧型手機的使用者幾乎都會安裝社群媒體軟體，社群媒體平台變成人們不可或缺的東西，使得現代人都非常的依賴社群媒體平台，而社群媒體平台中，主要就是促進人與人之間的交流，在這個過程當中，使用者常常會透露出個人的隱私資訊，在現今這個社會也開始慢慢注重於隱私的部分。

本研究經過文獻的彙整與探討，發現隱私計算理論中的知覺揭露利益與知覺揭露風險會影響揭露資訊的風險，而本研究將選用知覺揭露風險為自變數，社群媒體建構模塊為依變數，來探討知覺揭露風險對於社群媒體建構模塊之影響關係。本研究透過網路發放問卷，共回收420份問卷，經過篩選後有效問卷為407份，並透過信度分析、皮爾森相關係數分析、T檢定、單因子變異數分析、迴歸分析等方法進行分析。

本研究發現知覺揭露風險對於社群媒體建構模塊有部分顯著影響，當中知覺控制則是影響社群模塊建構模組的關鍵因素，不論在何種平台上知覺控制都是最重要的，因此社群媒體平台業者想要改善使用者對於功能的使用意願，則需要優先提升知覺控制的相關功能設定，提升使用者的使用意願。

關鍵字

社群媒體、隱私

並列摘要

With the advancement of technology and the popularization of the Internet, people have begun to use the Internet in large quantities, which has led to the rapid growth of social media. In recent years, almost everyone has a smartphone, and almost all smartphone users will install social media. Software and social media platforms have become an indispensable thing for people, making modern people very dependent on social media platforms, and social media platforms mainly promote communication between people. In this process, use People often reveal personal privacy information, and in today's society, they are beginning to focus on privacy.

Through the compilation and discussion of the literature, this study found that the benefit of perceptual disclosure and the risk of perceptual disclosure in the theory of privacy computing will affect the risk of exposing information. In this study, the risk of perceptual disclosure will be selected as an independent variable, and the social media construction module as a dependent variable. Let’s explore the impact of perceived risk exposure on social media building blocks. In this study, a total of 420 questionnaires were retrieved through the Internet, and 407 valid questionnaires were screened after this screening, and conducted through reliability analysis, Pearson correlation coefficient analysis, T test, single factor variance analysis, regression analysis and other methods. analysis.

This study found that the risk of perceptual disclosure has some significant impact on the social media building module. Perceptual control is the key factor affecting the social module building module. Perceptual control is the most important on any platform, so the community If media platform operators want to improve users' willingness to use functions, they need to give priority to improving the relevant function settings of perceptual control to increase users' willingness to use.

並列關鍵字

social media、privacy、Facebook、Instagram、Line

參考文獻

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