探究大學生對社群媒介網站的資訊隱私關注及建立因果關係模式

本研究針對大學生對社群媒網站(Facebook 和 Instagram)的資訊隱私關注進行探究,以瞭解他們的隱私傾向、線上隱私關注、信任信念、風險信念與網站隱私關注的現況及之間的關係,建立社群媒介網站資訊隱私關注的因果關係模式。以自編問卷進行調查研究,374 位大學生為調查對象,問卷有效回收率93.5%。資料分析採用項目分析、因素分析與結構方程式。結果發現:1.大學生的社群媒介網站資訊隱私關注、隱私傾向和風險信念之現況為中上程度,線上隱私關注之現況頗佳為高等程度,大學生的信任信念現況為中等程度;2.大學生的隱私傾向、線上隱私關注和風險信念會正向影響社群媒介網站資訊隱私關注;3.建立影響大學生社群媒介網站資訊隱私關注因素的修正模式。  This study explored undergraduates’ perspectives regarding information privacy on social media (Facebook and Instagram) to understand their disposition to privacy, online privacy concerns, and trust and risk beliefs. Moreover, a causal relationship model was established to assess the undergraduates’ information privacy concerns regarding social media platforms. A self-developed questionnaire survey was conducted with 374 undergraduates, with a response rate of 93.5%. Data collected were analyzed using item analysis, factor analysis, and a structural equation model. The results revealed the following: (1) Currently, the information privacy concerns of undergraduates regarding social media websites are at the upper-middle level, with their disposition to privacy being at the upper-middle level and their online privacy concerns being at a considerably high level. Moreover, their trust beliefs are moderate, whereas their risk beliefs are at the upper-middle level. (2) Disposition to privacy, online privacy concerns, and risk beliefs positively influence the undergraduates’ social media website information privacy concerns. (3) A causal relationship model was established to explain the relationship between the aforementioned factors and undergraduates’ social media website information privacy concerns. The study results provide insights into and can help predict undergraduates’ concerns regarding information privacy on social media websites.