Using Theory of Planned Behavior to Explore the Influence of Unwanted Audience on Social Networks Users’ Behavior

• Main Authors: Tsung-yen Yang, 楊宗諺
• Other Authors: Jih-shih Hsu
• Format: Others
• Language: zh-TW
• Published: 2014
• Online Access: http://ndltd.ncl.edu.tw/handle/50842762995241636554

碩士 === 國立雲林科技大學 === 資訊管理系碩士班 === 102 === Social network has been so popular that social network users are growing rapidly. Behavior of social network users is an important issue since it is complicated interaction between these users. On the social networks, users have to interact with their friends frequently. When users have problem in interacting with their friends, the situation becomes critical. Once they cannot deal with such interaction, they even quit the social networks. This study used internet questionnaire to collect the opinions of Facebook users toward unwanted audience and their behavior intention. These issues are discussed through the theory of planned behavior. The study found that the attitude toward behavior affected the behavior intention significantly. If the users can better control their behaviors, their behavior intention of Facebook is higher. Besides, the study also found that Digital Divide and the user’s behavior of Self-Censorship affected the measurement of protecting privacy intention.