Z世代對Instagram網路足跡的價值分析

Valuing Digital Footprints: Generation Z's Perspectives on Instagram Footprints

本研究重新評估社交媒體平台上隱私權領域中的網路足跡概念與其價值。我們認為，網路足跡應被視為具有內在交換價值的資訊產品，將使用者視為這種價值的生產者或貢獻者。這一觀點挑戰了將網路足跡視為免費使用社交媒體的強制性交換條件的傳統觀念。引此，我們建議將此作為有價值的個人資產並進行法律保護。由於Z世代從出生開始便生活在網路發達的世界，他們的觀點非常適合用於此研究議題的分析。我們主要探討他們對自身網路足跡潛在交換價值的看法。研究方法採用質性研究，我們於網路平台張貼廣告並成功招募到六位Z世代個案進行深度訪談。研究結果顯示，Z世代對網路足跡隱私權的看法受到主觀理解、社交平台上的自我形象以及成本效益考量的影響。這一群體強調他們的線上願望和自我形象與在社交媒體上獲得的正面反饋之間的一致性，根據正面強化的程度來評估其網路足跡的商業使用。此研究發現表明，認識到Z世代對其網路足跡賦予的價值對於促進個人網路足跡的公平評估和處理非常重要。本研究通過倡導以使用者為中心的數據評估和權利方法，超越傳統隱私模型，重新對數位時代隱私和資料交換的價值界定與理解。

This study reevaluates the concept of digital footprints within the domain of privacy rights on social media platforms, advocating a shift from traditional approaches focused on restricting and controlling personal data to safeguard individual rights. We argue that digital footprints should be regarded as information products with inherent exchange value, recognizing users as active producers or contributors of this value. This perspective challenges the conventional view of digital footprints as a compulsory exchange condition for the free use of social media, suggesting their recognition and legal protection as valuable assets. Focusing on Generation Z, this research explores their perceptions of the potential exchange value of their digital footprints. Employing a qualitative approach, the study conducted in-depth interviews with six Generation Z individuals recruited online, who provided insights on their use of Instagram. The findings reveal that Generation Z’s viewpoints on digital footprint privacy rights are influenced by subjective understanding, self-image on social platforms, and cost-benefit considerations. This group emphasizes the alignment of their online desires and self-image with the positive feedback they receive on social media, assessing the commercial use of their digital footprints based on the extent of positive reinforcement. These insights suggest that recognizing the value Generation Z places on their digital footprints is vital for promoting an equitable development in the valuation and treatment of individual digital footprints. This study advances understanding of privacy and data exchange in the digital era by advocating a user-focused approach to data valuation and rights, moving past conventional privacy models.