隨著現今科技與網路快速成長，利用社群網站所提供的雲端服務已成為與世
界接軌的一種潮流。不論走到何處，只要有網路即可以立即傳輸資料，人們更藉
由社群媒介上照片、影片與檔案之分享與彼此交換資訊來建立與維繫朋友、家人、
同事之關係。目前社會大眾最常使用的社群媒介包含Facebook 與YouTube，此
份研究專注在PCBSMA (personal cloud based social media application)，我們稱為社群媒介私有雲端之運用。簡單來說，就是藉由網路的雲端設計在社群媒介上分享個人訊息。雲端科技替人們帶來了方便性也節省了開支，由於在網路上暴露個人資料伴隨可能遭受的危險與威脅，故隱私的重要性日益顯著，我將使用由隱私演算理論與溝通隱私管理理論衍伸之概念來探討對於使用社群媒介來分享個人資訊之喜好是否會被此理論所述代價與利益間的對價關係來影響。藉由探討這些概念之相互關係如大眾對於隱私權的認知與關注，以及對於社群媒介供應商的信任度。最終結果發現優弊之對價關係的確會影響人們繼續使用社群媒介分享其個人資料與繼續使用社群媒介的意願。

With the fast growing of the information technology and internet nowadays, cloud computing service on social network has become a trend to connect the world. No matter where you go, individuals can upload your personal data as long as the access ability to internet. People get used of social media to connect and exchange information with their friends, family, and co-workers by sharing the pictures, video, and files. Facebook and YouTube are the most popular social media used in the general public. This study is focused on the PCBSMA. PCBSMA stands for personal cloud based social media application. Simply speaking, it is the way to transmit the personal data via cloud computing service to social media. Cloud computing makes our life easier and save our expenses. The privacy concern has been raised due to the risk and threats for disclosing the personal information on line. This study is based on constructs extended from two theories-privacy calculus theory and communication privacy management theory to find out if the interests for individuals to shares personal data on social media will be affected by cost and benefits. By discussing the relationship among these constructs such as privacy policy awareness, privacy concerns, and the trust of the social media providers, I find that these major constructs will result in users’ intention to share the personal information on social media, and intention to re-use the social media continuously.

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