Facebook致力打造更具分享性與社交性的使用環境，在滿足使用者的人氣需求同時，卻也引發了使用者的隱私顧慮。在Facebook這充滿人氣追求之需求與隱私威脅之顧慮的矛盾使用環境，使用者如何管理隱私？本研究從傳播隱私管理（Communication Privacy Management, CPM）論觀點出發，探討社會隱私顧慮與Facebook人氣需求兩因素，如何影響Facebook使用者的隱私管理行為。問卷調查（N=543）分析結果顯示，社會隱私顧慮正向影響邊界擁有行為，而各與邊界滲透、邊界連結行為不存在關係；Facebook人氣需求正向影響邊界滲透與邊界連結行為，但與邊界擁有行為不存在關係。
研究結果在（1）理論貢獻方面，不僅擴展了CPM理論在線上Facebook場域的應用且得到支持;並以理論主軸-隱私管理是風險與利益之權衡，欲求得兼具揭露需求被滿足與保有自我的最佳水平，為隱私態度與行為不一致之「隱私悖論」議題提供新的詮釋角度。而（2）實務貢獻方面，也提供相關廠商針對影響使用者使用社群平台的兩大重要因素-隱私顧慮與人氣需求，可加強哪方面的功能設計之建議。

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.

論文審定書.........................................................................i
摘要...................................................................................ii
Abstract.............................................................................iii

第一章　緒論.....................................................................1
第一節　研究背景.................................................................1
第二節　研究動機.................................................................2
第三節　研究目的與研究問題.......................................................7

第二章　文獻探討...............................................................9
第一節　隱私與Facebook上的隱私.................................................9
第二節　理論基礎：傳播隱私管理理論............................................13
第三節　現行研究：Facebook上的隱私管理........................................20

第三章　假說推導與研究模型..............................................30
第一節 Facebook社會隱私顧慮對於隱私管理行為的影響......................30
第二節 Facebook人氣需求對於隱私管理行為的影響..........................33

第四章　研究方法..............................................................36
第一節　研究方法的類型、研究對象與抽樣........................................36
第二節　變數操作型定義與問卷架構..............................................36
第三節　問卷預試（Pilot）.....................................................40
第四節　正式問卷施測..........................................................43
第五節　分析方式與工具........................................................44

第五章　資料分析..............................................................45
第一節　樣本描述性統計分析....................................................45
第二節　測量模型分析（整體測量模型配適性與信、效度）..........................48
第三節　結構模型分析（整體結構模型配適性、路徑分析）..........................53

第六章　結論與建議..........................................................56
第一節　研究結果............................................................56
第二節　理論意涵............................................................60
第三節　實務意涵............................................................63
第四節　研究限制與未來建議..................................................65

參考文獻...........................................................................67
正式問卷...........................................................................74

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