Title page for etd-1129114-132511


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URN etd-1129114-132511
Author Yi-feng Li
Author's Email Address No Public.
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Department Institute of Communications Management
Year 2014
Semester 1
Degree Master
Type of Document
Language zh-TW.Big5 Chinese
Title Privacy Matters!The Effects of Privacy Management on Continuous Use of Facebook
Date of Defense 2014-07-01
Page Count 83
Keyword
  • social networking sites
  • extraversion
  • openness to experience
  • narcissism
  • self-disclosure
  • CPM
  • switching intention
  • Abstract With the advance of internet, it’s a daily routine that many people utilize social networking sites to communicate with their friends. The formation of friend list on Facebook is various, including classmates, colleagues, teachers, relatives and parents. Hence, the interaction on Facebook has become more overlapping and complicated. Furthermore, users will misgive whether their posts are suitable for all friends on Facebook or not. As time passes, users will decrease their frequencies of self-disclosure on Facebook. However, in order to maintain the intimacy of social relationship, users maybe look for other social networking sites to disclose themselves. Based on this phenomenon, the author refers Communication privacy management theory (CPM) to justify the extent of self-disclosure of different personalities and their continuous use.
    This study conducted convenience sampling and collected 506 samples of Facebook users through online survey. The author employs two-stage least squares (2SLS) and linear regression to analyze data and testify hypotheses. The results reveal the following things. (1) Facebook users of distinct personalities have differences on three dimensions of self-disclosure. (2) Extroverts and narcissists have higher level of privacy management. On the other hand, users of high openness to experience have lower level of privacy management. (3) Extroverts, narcissists and users of high openness to experience have higher willingness to employ other social networking sites. (4) The level of privacy management have positive correlation with self-disclosure. Therefore, the users’ switching intention will be decreased.
    The phenomenon reveals that the extent of self-disclosure will be enhanced when users possess a well-organized set of privacy management rules. Moreover, these users will reduce their willingness to utilize other social networking sites.
    Advisory Committee
  • Jack, Chihyuan Wang - chair
  • Hsuan-Yi Chou - co-chair
  • Shao-Jung Wang - advisor
  • Files
  • etd-1129114-132511.pdf
  • Indicate in-campus at 5 year and off-campus access at 5 year.
    Date of Submission 2014-12-29

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