儘管近年來的新聞與輿論均強調使用社交網路服務潛在著巨大的隱私風險，但是很多用戶針對隱私威脅卻有著完全不同的反應，而過往針對資訊隱私的研究並不足以解釋造成人們為何對於隱私問題有不相同的認識、管理方式與反應。

本研究針對過往以隱私控制為中心之模型進行調整，透過把隱私控制概念化為一個雙層的概念，提出把以往隱私控制被忽視的兩個面向作出區分，針對在社交網路服務平台的資訊隱私提出一個更詳盡的框架，以更準確地解釋人們對於社交網路服務平臺的認識與反應產生個人差異之原因。通過臉書用戶針對相關問卷的實際回應，本研究的主張在很大程度上得到了支持，並提出相關理論意涵、研究限制及未來研究方向，及針對立法者、社交網路服務供應商及資訊管理研究者提出建議。

Our understanding of information service users’ information privacy deserves closer scrutiny in the domain of social networking services (SNS). Despite recent news and developments highlighting the potential for significant privacy loss on SNS, users seem to react very differently to these threats. Current models of information privacy do not adequately capture the variations in how people perceive, manage and respond to privacy issues.

Central to prior models of information privacy is the notion of privacy control. This study proposes that we must distinguish between two hitherto ignored aspects of privacy control to better explain personal differences in perception and response to privacy issues on SNS. Through our conceptualization of privacy control as a dual concept, we develop a more nuanced framework of information privacy on SNS. Our propositions are largely supported by an empirical survey of Facebook users. Nonetheless, our results also suggest that there are further nuances worthy of investigation in this direction.

1. Introduction--------------------------------6
2. Conceptual framework and proposed model-----8
Facebook SNS Context-----------------------8
Privacy------------------------------------8
Privacy Concern---------------------------10
Privacy control---------------------------11
Self-Efficacy-----------------------------16
Personal Value----------------------------17
Regulation--------------------------------18
Privacy risk------------------------------20
Preventative Behaviors--------------------20
3. Methodology--------------------------------24
Instrument Development--------------------24
Data collection---------------------------25
Item and Construct Validation-------------26
Structural Results------------------------27
4. Discussion---------------------------------29
Unexpected Findings-----------------------31
Implication-------------------------------32
Limitations and future research-----------33
Conclusion--------------------------------34
References------------------------------------35
Appendix A - Item loadings and Cross-loadings-39
Appendix B - Measurement items and scales-----41

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