Title page for etd-0727115-211706


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URN etd-0727115-211706
Author Yi-jen Lai
Author's Email Address jemyilai@gmail.com
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Department Institute of Marketing Communication
Year 2014
Semester 2
Degree Master
Type of Document
Language zh-TW.Big5 Chinese
Title The Tension between Benefit and Risk on Facebook: The Effect of Need for Popularity and Privacy Concern on Facebook Privacy Management
Date of Defense 2015-01-16
Page Count 85
Keyword
  • disclosure
  • privacy
  • social privacy concern
  • need for popularity
  • privacy management
  • privacy paradox
  • Facebook
  • Abstract For Facebook users, the desire to be popular and their privacy concerns have made privacy management a paradoxical issue. This study explores how users’ need for popularity and privacy concerns influence their behaviors to manage privacy on Facebook within the framework of Communication Privacy Management Theory (CPM). Using survey data collected through Facebook users (N=543), this study found that social privacy concern positively influenced the behavior of boundary permeability, but there was no significant relation found between social privacy concern and the behavior of boundary permeability, apart from this, no significant relation found between social privacy concern and the behavior of boundary linkage; need for popularity on Facebook positively influenced the behavior of boundary permeability and the behavior of boundary linkage, but there was no significant relation found between need for popularity and the behavior of boundary ownership.
     Privacy management served as a key factor to weigh the risks and benefits on Facebook. The results supported CPM. This study also provide a new interpretation of "privacy paradox" -the inconsistency between privacy attitude and disclosure behavior, by verifying that privacy management is pursuing the optimal level of privacy that fulfill users’ need for disclosure while users are able to avoid negative or personal unsatisfactory feeling resulted from overdisclosure.
    Advisory Committee
  • Ting-Peng Liang - chair
  • An-Shou Cheng - co-chair
  • Shao-Jung Wang - advisor
  • Files
  • etd-0727115-211706.pdf
  • Indicate in-campus at 5 year and off-campus access at 5 year.
    Date of Submission 2015-08-27

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