| Summary: | 碩士 === 國立成功大學 === 國際經營管理研究所 === 104 === There is an existing trend that people are leaving Facebook in spite of its popularity and benefits. This research tries to investigate the trend as the consequences of the privacy concerns, with the application of the stress coping theory. An experiment of 2x2 between-subjects is designed, with the manipulation of susceptibility (high vs. low) and severity (high vs. low). The results show that high perceived susceptibility, high perceived severity, low perceived control over information privacy, and high self-efficacy lead to high problem-focused coping; while only high perceived susceptibility and low perceived control over information privacy lead to high emotion-focused coping. For Facebook avoidance behaviors, both high problem-focused and high emotion-focused coping lead to high avoidance behaviors. The present study also examines the moderating effects of the Big Five factors as well as the effects of a number of control variables. Conclusions, contributions, limitation, and future research suggestions are discussed at the end of this thesis.
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