本研究分析消費者如何在不同的社群網路間作出選擇,當用戶使用社群網站的同時,產生與朋友互相連結、分享資訊、聯絡感情等正面網路外部性,且此外部性隨著社群網站的功能越強大、隱私設定越開放而大幅增加,使用戶使用越開放的平台產生的效用越高。
但此現象同時帶給使用者相對程度的威脅:越開放的平台越無法對隱私權進行有效控制,換言之,越開放的平台越 「不願意」 對隱私權進行規範。隨著新興社群網站漸趨開放,用戶一方面享受朋友高度連結產生的正面效用,另一方面承受失去個人隱私權帶來的負面效用。且當重大侵犯隱私權事件發生,此正面外部性將如同雙面刃般轉化為傷害用戶的利器,其高度的好友連結度反而用戶間無一倖免產生強烈的效用損失。
傳統社群網路不必然會被開放性的新興社群網路所取代,因此本論文分析了純粹社群均衡、雙重均衡與社群優勢均衡的情形等多種社群網路均衡型態。 / This thesis analyzes social network asoption by consumers. The linkage with friends is nodeled as positive network effect. That is , the higher the amount of friends a user connects on a social network site, the higher the extra benefits she derives other than the direct ututility via usage.
On the other hand, as new social network sites demonstrate: openness inproves connecting potential but gives way to privacy cncern.A privacy breaching event will rattle the socialty connected group to a drastic degree.
Throung the interaction of both the positive and the negative network effects, we find that many types of social network equilibrium can be sustained.
Identifer | oai:union.ndltd.org:CHENGCHI/G0099255027 |
Creators | 陳珮瑜, Chen, Pei Yu |
Publisher | 國立政治大學 |
Source Sets | National Chengchi University Libraries |
Language | 中文 |
Detected Language | English |
Type | text |
Rights | Copyright © nccu library on behalf of the copyright holders |
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