The Study of the Self-concealment and Self-presentation between a Rock and a Hard Place: The Empirical Study of Facebook

• Main Authors: Chia-Hao Wang, 王嘉浩
• Other Authors: Wen-Hai Chih
• Format: Others
• Published: 2016
• Online Access: http://ndltd.ncl.edu.tw/handle/2ydqf8

碩士 === 國立東華大學 === 企業管理學系 === 105 === This study investigates two aspects of users’ behaviors in social network site. First, this study examines the information security awareness and subsequent behaviors of users based on the protection motivation theory from the perspective of system risk. There are few studies investigates the relationship between information security awareness and protection motivation behavior of users. Second, this study investigates the effect of the relational dimension of social capital theory on self-presentation through the social tie of users in the social network site. Past studies investigated the consequences from the perspective of behavior, but there are few studies examined the effect of behavior on information security risk reduction expectation. This study collects 408 valid samples and analyzes the data by Structural Equation Modeling (SEM) to test the proposed model. The result shows a good fit and indicates that (1) there is a causal relationship between information security awareness and protection motivation theory in the context of electronic intrusion experience of system. (2) Users have the capabilities facing different consequences of risk from the perspective of protection motivation theory. (3) The establishment of social tie creates a causal relationship between social capital and self-presentation in the context of individual electronic surveillance. (4) The effect is different due to the different types of social capital on self-presentation. (5) Individual shares her/his knowledge to other users based on the influencing power of poster in the knowledge-sharing behavior. (6) It can effectively reduce the information security risk by creating a knowledge-sharing environment and fostering the employee training in the organization.