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題 名 | 資訊隱私機制與信任對Facebook社群網站使用者行為意圖影響之研究=A Study on the Influence of Information Privacy Mechanism and Website Trust on Users' Behavioral Intention |
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作 者 | 林錦郎; 卓麗香; 張松山; | 書刊名 | 全球商業經營管理學報 |
卷 期 | 9 2017.09[民106.09] |
頁 次 | 頁13-25 |
分類號 | 312.76 |
關鍵詞 | 資訊隱私機制; 信任; 理性行為理論; 行為意圖; Information privacy mechanism; Website trust; Theory of planned behavior; Behavioral intention; |
語 文 | 中文(Chinese) |
中文摘要 | 資訊通訊科技發展快速,網際網路蓬勃成長,促使社群網站使用普及,已成為使用者搜尋即時資訊與互動交流分享的平台,因此資訊隱私更凸顯其重要性。本研究旨在了解學生使用臉書(Facebook)社群網站之現況與探討資訊隱私機制與信任對行為意圖之影響,研究其中隱私機制、網站信任影響使用態度、主觀規範與行為意圖的相關因素與問題,並針對問題提出解決建議,期能提供學生使用Facebook之參考,確保其資訊搜尋與交流互動之隱私。本研究以理性行為理論(Theory of Reasoned behavior, TRB)為基礎,加入資訊隱私機制與網站信任,成為本研究理論模式探討架構。透過問卷調查高雄市SS高職學生回收177份有效問卷,採用SPSS與AMOS統計軟體,建立資料檔案並進行各項統計分析。經對研究假設進行驗證,研究結果發現:(1)資訊隱私機制(知覺結構保證與知覺隱私賦權)與網站信任對使用態度均達正向顯著影響。(2)資訊隱私機制(知覺結構保證與知覺隱私賦權)對網站信任達正向顯著影響。(3)使用態度與主觀規範對行為意圖均達正向顯著影響。研究結果提供學生使用臉書(Facebook)實務上之建議,期能有效確保學生使用臉書(Facebook)進行資訊搜尋與互動交流之安全性。 |
英文摘要 | With the fast development and rapid growth of information, communication technology and internet. The popularization of community websites have become a platform for users to search for instant messaging and interactive sharing, so information privacy is more important. The purpose of this study is to understand the current situation of students using Facebook and explore the impact of information privacy mechanisms and website trust on behavioral intention. To study the relevant factors and problems of privacy mechanism, website trust, subjective norms affect the use of attitudes and behavioral intention, and proposed solutions to the problem, to provide students with Facebook reference to ensure that their information search and exchange of interactive privacy. Based on the Theory of Planned Behavior (TPB), information privacy mechanism and website trust aspect as the framework. Through questionnaire survey, it collected 177 samples from students in SS high vocational school of Kaohsiung, Taiwan, constructed data files, and performed statistical analysis by SPSS and AMOS. After validating the hypotheses, this study found that information privacy mechanism significantly and positively influence attitude and website trust. Website trust significantly and positively influence attitude. Subjective norms and attitude significantly and positively influence behavioral intention. The results of the study provide students with Facebook practical recommendations, effectively ensure that students use Facebook for information search and interactive communication security. |
本系統中英文摘要資訊取自各篇刊載內容。