線上使用者匿名傾向的前因及結果

相較於過去面對面的溝通方式，網際網路除了其便捷、容易使用且不受時間或地域的限制外，還存在著匿名的特性。匿名除了增進網路溝通，可保有個人隱私權，有助於特定主題的自由言論發表的正面效果外，亦會帶來諸如：逃避責任歸屬，網路犯罪等負面效果，因此了解匿名的原因及影響是有其必要性的。過去有關匿名性效果的研究中，大多著重在運用實驗法或情境的操弄來研究匿名性的影響，就本研究所知尚未有研究對於網路使用者匿名傾向的前因及其影響結果提出整合性架構。本研究突破過去網路匿名性研究的這項不足之處，對網路匿名傾向作一整合性的研究，並說明網路上使用者採用匿名行為的前因及其影響結果之間的因果關係。本研究的研究對象鎖定有使用網路經驗者，因此利用網路問卷是適當的抽樣方法。經過兩個月的問卷回收，共得問卷360份，扣除無效問卷15份後，有效問卷345份。AMOS 6.0統計軟體及結構方程模式被使用來衡量各路徑的效果並進行假說檢定以分析線上使用者匿名傾向的前因及結果。研究結果顯示：網路使用者在「網路溝通恐懼」、「保護隱私權」與「注意社會比較訊息」等三項動機上都對「匿名傾向」有顯著的正向影響。對本研究的樣本而言，在產生匿名行為的動機成因上，應答者最顧慮隱私權的保護。其次，網路使用者匿名傾向的正面效果上，溝通的滿足感高過於揭露自我資訊的行為。而網路匿名傾向對網路使用者的負面影響中，去個人化的負面效果高過於自我察覺的負面效果。

關鍵字

匿名性；網路溝通恐懼；保護隱私權；注意社會比較訊息；溝通滿足；自我揭露；去個人化；自我察覺

並列摘要

Compared to ways of face-to-face communication in the past, the internet exists with the nature of anonymity in addition to being convenient, easy-to-use, and free of time and place. Online anonymity improves online communication, protects personnel privacy in order to benefit the freedom of speech on specific issues, but it brings about some negative effects, such as getting rid of responsibility and network crimes. Hence, it is a must to understand the causes and consequences of online anonymity concern. Past research on online anonymity mostly has focused on using experimental method or situational manipulation to examine the effects of anonymity. To the knowledge of the authors, there have been no studies that have advanced an integrated framework to discuss the causes and consequences of online anonymity concern. This study is to make a breakthrough in the lack of the extant research on online anonymity in terms of an integrated research in order to explain the antecedents and the consequences of anonymity adoption behavior of online users. Since users with online experiences are targeted to be the research subjects, using online questionnaires is an appropriate sampling method. After two-month’s collection, a total of 360 questionnaires were returned, and the valid questionnaires were 345 after 15 invalid copies deducted. AMOS 6.0 and Structural Equation Modeling were used to measure path effects and hypothesis testing in order to analyze the causes and consequences of online anonymity concern. The findings reveal that, for online users, the three motivations of Computer-mediated Communication Apprehension, Privacy Protection and Attention to Social Comparison Information have significantly positive effects on anonymity concern. Among them, privacy protection concerns online users most. Next, on the positive effect of anonymity concern, the communication satisfaction outweighs the self-disclosure, while the negative effect of deindividuation excels that of the self-awareness.

並列關鍵字

Anonymity ； Computer-mediated Communication Apprehension ； Privacy Protection ； Attention to Social Comparison Information ； Communication Satisfaction ； Self-Disclosure ； Deindividuation ； Self-Awareness

參考文獻

Buss, A. H. Psychological dimensions for the self. Thousand Oaks, CA: Sage, 2001.

Allen, D.G., J. R. V. Scotter, and R. F. Otondo. “Recruitment Communication Media: Impact on Prehire Outcomes.” Personnel Psychology 57, no3 (2004): 143–171.

Anderson, J. C. and D. W. Gerbing. “Structural Equation Modeling in Practice: A Review and Recommended Two-step Approach.” Psychological Bulletin 103, no.3 (1988): 411-423.

Anne, W. B. Who Owns Information?: From Privacy to Public Access, New York: Basic Books, 1994.

Arnie, S. G., E. J. G.. Marci, and Y. A. M. Katelyn. “Relationship Formation on the Internet: What's the Big Attraction.” Journal of Social Issues 58, no.1 (2002): 9-31.

國際替代計量

線上使用者匿名傾向的前因及結果

未授權

主題瀏覽