| Summary: | 碩士 === 國立嘉義大學 === 企業管理學系 === 100 === This study intends to explore the behavior of Facebook user’s information disclosure. Based on privacy calculation theory, information disclosure utility theory and their related finding, this research presents a research model and its related hypotheses containing the variables of privacy concern, perceived privacy control, perceived privacy intrusion and perceived privacy risk, disclosure benefit, and similarity attraction. By using a convenience sampling method, this research collects an effective sample size of 488 Facebook users. Through a SEM analysis, the study results show that privacy concern, disclosure benefit and similarity attraction have significant impacts on self-disclosure. The impacts of perceived privacy control and perceived privacy intrusion on information privacy concern are not significant. However, perceived privacy risk have a significant impact on information privacy concern.
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