網路使用者的隱私顧慮與誘因對於其自我揭露行為之影響

The Effect of Privacy Concern And Incentive Toward Online User Self-Disclosure Behavior

郭俊賦(Chun-fu Kuo)

指導教授 ： 范錚強

國立中央大學/管理學院/資訊管理學系/碩士(2015年)

摘要

以往關於填答問卷的自我揭露的研究,大多聚焦在探討問卷的格式設計、題項設計、 調查方所提供的誘因等等。從傳統的紙本問卷到電子問卷,大多數都脫離不了這些因素。 但隨著社群網站的興起,網路上群眾的力量也越來越大。因此本研究想探討受訪者是否 會因為群眾的行為而影響其自我揭露行為。希望可以藉由本研究的成果,更深入瞭解企 業對於問卷之回收率不足、或是所收集資訊多為偽造資料的問題。
本研究透過準實驗法來探討群眾壓力對於誘因、隱私顧慮與自我揭露行為之間的關 係。研究以社群網站 Facebook 為模擬環境,在模擬環境中發放問卷。透過情境的模擬來 執行本研究自變數:誘因跟群眾壓力的操弄,以衡量在不同情境下,受測者的自我揭露 行為的影響。
實驗結果發現,隱私顧慮的確對於自我揭露行為有負向關係,而誘因則對自我揭露 行為有正向關係,且群眾壓力則對於隱私顧慮與自我揭露行為之間有調節作用。當網路 使用者面對有群眾壓力的情況,網路使用者則會比較偏向自我揭露。同時,這項群眾壓 力的調節作用在網路使用者有高隱私顧慮的情況之下,影響更明顯。因此,在現實生活 中,問卷商可以考慮同時提供誘因與群眾壓力給予受測者,進而提升問卷的回收率與真 實性。

關鍵字

自我揭露 ； 隱私顧慮 ； 從眾 ； 誘因 ； 計畫行為理論

並列摘要

Past researches on self-disclosure in answering questionnaires have mostly focused on design of the format, wordings of the items and the incentives provided to complete the survey. This is true for both traditional paper and pencil questionnaires as well as electronic questionnaires. As social networking proliferates, the power of crowds on the Internet surged. This research aims at uncovering the effects of crowd behavior on informants’ self-disclosure. The goals is gain more insights, in order to solve the problems of low response rate and fake answers in conducting surveys.
This research employed a quasi-experiment design, looking into the relationship between crowd pressure, incentive, privacy concern and self–disclosure. The study used Facebook as an experimental setting, and conducted questionnaire survey in the simulated environment, where incentive and crowd pressure were manipulated. Participants’ self-disclosure behaviors under these conditions were measured.
Results of the experiment reveal that privacy concern is negatively associated with self- disclosure, while incentive is positively associated to self-disclosure. Crowd pressure clearly moderate the effect between privacy concern and self-disclosure behavior, when participants are faced with crowd pressure, they tend to closure more information. This moderating effect of crowd pressure is stronger for participants with higher privacy concerns. As a result, organizations conducting questionnaire surveys could consider providing incentive and crowd pressure information to participants to increase response rate, and to reduce fake answers.

並列關鍵字

self-disclosure ； privacy concern ； incentive ； conformity ； theory of planned behavior

參考文獻

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