An Exploratory Index For Facebook Users' Privacy Concerns: The Relationship Between Attitude and Behavior

嘗試建構一個臉書使用者的隱私風險係數：臉書使用者的態度與行為關係

This study proposes an exploratory index of risk to privacy leakage on social media. The purpose of proposing this privacy risk index (PRI) is to understand widely people's sensitivity toward their personal information explosion in this highly connected network society. We mainly focus on two types of online privacy disclosure with three measures and examine the extent to which online users value and concern the right of privacy: static privacy (personal information including real names, fans page the users join in), and dynamic privacy (location-tagged). Data collected from 305 university students in Taiwan who were recruited to answer the questionnaire. We measured each respondent's PRI, and the higher score means one's Facebook behaviors make her or him more vulnerable to online social media privacy leakage, and vice versa. Furthermore, we use PRI to examine the relationship between individuals' attitude and their behaviors on Facebook. The results show there is no significantly different between the participants' attitudes and behaviors toward privacy concerns in terms of disclosing their static privacy. However, lower PRI users cared more about dynamic privacy leaking than higher PRI users. In sum, the PRI is a simple but straightforward tool to assess one's risk of online privacy leakage. As the function settings of the FB platform become more complicated, the related variables of the PRI are also more diverse. We suggest that more online privacy concerns could be melt into PRI to evaluate one's vulnerability of privacy leaking along with the technical tools developed to collect personal information without full acknowledgment.

本研究旨在嘗試建構一個社交媒體隱私揭露的風險係數，以了解臉書使用者在網路社會中隱私揭露的的敏感程度。本研究聚焦於兩類線上隱私揭露行為（三個面向），以檢驗線上使用者看重並在乎隱私的程度。這兩類隱私分別為靜態隱私與動態隱私，前者包括使用者在臉書提供真實姓名與個人資訊，後者指的是打卡動態。問卷收集自305位台灣大學生，並建構出每一位受試者的隱私風險係數，高風險係數表示使用者較容易在臉書洩露個人資訊，反之則否。本研究進一步採用此係數檢測受試者對隱私的態度與行為之關係。研究發現，在靜態隱私上，受試者的態度與行為之間沒有顯著差異|不過，低風險係數的受試者較高風險係數者在乎動態隱私的揭露。隨著臉書等社交平台提供更多個人隱私設定功能，隱私風險係數相關變項將更複雜，未來當社交媒體提供更多使用者揭露隱私功能時，研究者可以本研究所發展之風險係數為基礎，加入更多變項以建構與時俱進的使用者隱私風險係數，檢測使用者態度與行為之間的關係。