系統識別號 | U0002-1807201621472500 |
---|---|
DOI | 10.6846/TKU.2016.00516 |
論文名稱(中文) | 使用者心理擁有權對於社群網站隱私顧慮與持續使用之影響 |
論文名稱(英文) | The Influence of User's Psychological Ownership on Privacy Concern and Continuous Intention in Social Network Website |
第三語言論文名稱 | |
校院名稱 | 淡江大學 |
系所名稱(中文) | 資訊管理學系碩士班 |
系所名稱(英文) | Department of Information Management |
外國學位學校名稱 | |
外國學位學院名稱 | |
外國學位研究所名稱 | |
學年度 | 104 |
學期 | 2 |
出版年 | 105 |
研究生(中文) | 林亹 |
研究生(英文) | Wei Lin |
學號 | 603630517 |
學位類別 | 碩士 |
語言別 | 繁體中文 |
第二語言別 | |
口試日期 | 2016-05-29 |
論文頁數 | 48頁 |
口試委員 |
指導教授
-
施盛寶
委員 - 侯永昌 委員 - 陳穆臻 |
關鍵字(中) |
社群網站 心理擁有權 隱私顧慮 持續使用意圖 |
關鍵字(英) |
Social network Psychological ownership Privacy concern Continuous Intention |
第三語言關鍵字 | |
學科別分類 | |
中文摘要 |
社群網站與我們生活密不可分,人們在網站上創造的資料多元且與生活息息相關,根據過去學者將心理擁有權應用於線上隱私情境探討偶有所見,但卻沒有討論影響線上使用者心理擁有權的成因,為彌補此研究上的缺口,本研究提出線上使用者對使用者資料的控制、對社群網站的熟悉感與使用的經驗為形成心理擁有權的重要因素,同時我們也發現社群網站可以透過提升使用者心理擁有權來提高使用者的持續使用的意圖,然而,社群網站使用者會因為隱私顧慮的考量,而負向調節心理擁有權與持續使用意圖兩者之間的關係。研究結果發現,使用者會對自己在社群網站上所張貼的內容產生擁有感有以下三個原因:使用者可以控制自己在社群網站上的發言內容、使用者透過在社群網站上張貼訊息而與朋友產生親密連結、使用者在社群網站上的使用經驗之程度,擁有感的提昇會增加他們對於社群網站的持續使用意圖,但因為隱私顧慮的考量,仍會降低其持續使用的意願。 |
英文摘要 |
Using social network site (SNS) service has been a part of our daily life. In the past, only few studies have applied psychological ownership perspective to understand online privacy concern and continuance intention. However, none of these studies investigated the antecedents of psychological ownership (PO). This study aims to explore the critical factors affecting psychological ownership (PO) in social network site (SNS) context. We develop a theoretical model to understand the factors at individual levels that might influence psychological ownership, privacy concerns and continuance intention. Our study proposes that control, familiarity and experience are the three important antecedents of psychological ownership, and discusses this issue through collecting Facebook user data. The results show that control, familiarity and experience positively affect psychological ownership. Psychological ownership positively affects continuance intention while privacy concern negatively moderates the relationship between psychological ownership and continuance intention. |
第三語言摘要 | |
論文目次 |
目錄 第一章 緒論 1 1.1 研究背景 1 1.2 研究動機與目的 2 第二章 文獻探討 4 2.1 心理擁有權(Psychological Ownership) 4 2.2 控制(Control) 7 2.3 熟悉感(Familiarity) 9 2.4 經驗(Experience) 10 2.5 隱私顧慮(Privacy Concern) 11 2.6 持續使用意圖(Continuance intention) 15 第三章 研究模型與假說 17 3.1 研究架構 17 3.2 研究假說 17 3.2.1 控制與心理擁有權 17 3.2.2 熟悉感與心理擁有權 18 3.2.3 經驗與心理擁有權 19 3.2.4 心理擁有權與持續使用意圖 20 3.2.5 隱私顧慮與心理擁有權對持續使用意圖 20 第四章 研究方法 22 4.1 測量方法(Measurement development) 22 4.2 問卷調查(Survey administration) 24 第五章 資料分析 25 5.1 一般敘述性統計 25 5.2 共同方法變異(Common method variance) 26 5.3 結構方程模式 29 5.4 偏最小平方法分析 29 5.4.1 量測模式(measurement model) 30 5.4.2 結構模式(structural model) 33 第六章 討論 35 第七章 結論 37 7.1 研究貢獻 37 7.2 研究限制與未來發展 39 參考文獻 40 附錄一:研究問卷 46 表目錄 表 2-1:隱私顧慮研究整理 12 表 4-1:本研究之問項 23 表 5-1:個人之敘述性統計 25 表 5-2:哈門式單因子測試法 26 表 5-3:潛在共同方法因素 27 表 5-4:潛在共同方法因素2 28 表 5-5:潛在變項組成信度 30 表 5-6:收斂效度 31 表 5-7:區別效度 32 表 5-8:因素負荷量與交叉負荷量 32 表 5-9:資料分析結果 34 圖目錄 圖 3-1:研究模型 17 圖 5-1:研究模型結果 33 |
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