The Feeling of Ambivalence: The Study of Facebook User's Entanglement between Deterrence Theory and Social Tie

• Main Authors: Jyu-Jhen Chih, 池居振
• Other Authors: Wen-Hai Chih
• Format: Others
• Published: 2014
• Online Access: http://ndltd.ncl.edu.tw/handle/9xmyz6

碩士 === 國立東華大學 === 企業管理學系 === 102 === Internet has brought tight relations and efficiency to human life. Facebook, one of the most popular social networking sites in the 21st century, allows people to rapidly share information, while it leads to risks of private information leaking. Based on Deterrence Theory, this study follows two main paths, we first take information security awareness as exogenous variable, punishment effect and negative emotion as endogenous variables, examining their relations, and we examine the relation between social tie and emotion; after that, we investigate how users’ punishment effects and emotions influence on intention. In addition, this study applies five personality traits as cluster variable, grouping social networking sites users into Cluster 1, 2, and 3; then we examine the differences among three clusters and validate whether there is any mediating effect among each construct. Results indicate that: (1) users’ information security awareness, negative emotion and punishment effect are associated with intention to knowledge sharing; (2) users’ social tie is associated with positive emotion but not associated with negative emotion; (3) by cluster analysis, social network site users can be divided into three types, which establish different structural models; (4) Cluster 2 and Cluster 3 show mediating effects in structural model.