| Summary: | 碩士 === 國立中正大學 === 資訊管理系研究所 === 107 === With the rapid development of mobile device and social community, there is huge amount of data flowing in the virtual community, such as Facebook, Instagram and Line. However, while we take advantage of the virtual community, some users’ awareness of personal data protection is relatively weak. In addition, the abuse and the leak of personal data lead to lots of privacy problems. Therefore, this study aims to understand the factors influencing mobile virtual community users’ attitude towards personal data protection will be influenced by which important factors in using the mobile virtual community.
This study developed a research model based on the social capital theory. Some variables, related to sense of virtual community and mobile value, were also examined. A Web survey was conducted. Online questionnaires were distributed to people with experience of using virtual community via mobile device. As a result, 526 usable responses which constitute a representative sample were collected. The analytical result indicated that prior experience, privacy risk, relationship and interaction significantly affect trust. Additionally, relationship, impact, immersion, perceived reachability and social influence significantly affect interaction. Social influence and interaction significantly affect attitude towards personal data protection. Finally, implications for academics and practitioners are also provided.
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