| Summary: | 碩士 === 國立中央大學 === 資訊管理學系 === 102 === As the growth of the Internet, social networking sites become the most important communication platform. Some researchers found that user amounts of social networks still
increased. For high exposure rate of the advertising and some services, many users’ personal information are used by someone they don’t know. It causes many private problems and lower the trust.
As the change of generation, consumer can play the role of value creator, and the users of social networking sites can get the value they want from the process of value co-creation. Some researchers said that people would provide some personal information to gain what they want. So, the goals of the research are to find the relationship of privacy concern and continuance intention, to find the relationship of value co-creation and continuance intention, and to explore whether the users can achieve the value that want, and decrease the effect of privacy concern to continuance intention.
This research has proposed five hypotheses, and use convenience sampling to get the data.
The results show that privacy concern will decreases trust, value co-creation will increases satisfaction, satisfaction will increases trust, and satisfaction will positively influence continuance intention. But trust won’t affect continuance intention. The reason may be that the users of social networking sites can get the value when they do the activity of value co-creation on the social networking sites, so they still willing to use the social networking sites although there are some private problems.
Though the users have continuance intention, this research finds that the willing is not strong. So, the managers of social networking sites have to take care of privacy issues, and increase the users’ trust.
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