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研究生：	余愛佩 Idden, Jesslyn Edina
論文名稱：	Understanding of Willingness to Disclosure and Intention to Register of Sharing Economy through Airbnb Understanding of Willingness to Disclosure and Intention to Register of Sharing Economy through Airbnb
指導教授：	陳正忠 Chen, Jeng-Chung
學位類別：	碩士 Master
系所名稱：	管理學院 - 國際經營管理研究所 Institute of International Management
論文出版年：	2016
畢業學年度：	104
語文別：	英文
論文頁數：	82
外文關鍵詞：	Sharing economy, Airbnb, Information Sensitivity, Information Relevance, Information Type Collections, Information Security Awareness, Privacy Concern, Willingness to Disclose, Perceive Ease to Register, Intention to Register
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As we know internet platform is daily use for everyone. Social media has rising and now the updating one is Sharing Economy. Sharing economy is using Information Technology (IT) to present individuals with information that provide resources optimization with mutualization of excess resources in services and goods. The purpose of this research focused on privacy concern that will impact user willingness to disclose and their personal information and intention to register at Airbnb as one of the sharing economy platform through ‘information sensitive’, ‘information relevance’ as informational cues and ‘information types collection’ as IT artifact. This research was distributed online. Furthermore, the experimental research of this study is using factorial design with three studies. First study and second study are using 2x2, the third one using 2x3 factorial design.
The findings show that information sensitive, information relevance, information types collection has influence to privacy concern has influence intention to register but not in willingness to disclose in this study.

TABLE OF CONTENTS
ABSTRACT	I
ACKNOWLEDGEMENTS	II
TABLE OF CONTENTS	IV
LIST OF TABLES	IX
LIST OF FIGURES	XIV
CHAPTER ONE INTRODUCTION	1
1 Research Background.	1
2 Research Motivation.	6
3 Research Gap & Objectives.	8
4 Research Procedure.	10
5 Research Structure.	12
CHAPTER TWO LITERATURE REVIEW	13
1	Theory of Communication Privacy Management.	13
2 Technology Acceptance Model (TAM).	15
3 Information Sensitivity.	18
4 Information Relevance.	19
5 Information Types Collection.	20
6 Information Security Awareness.	21
7 Privacy Concern to Willingness to Disclosure.	22
8 Willingness to Disclose.	23
9 Perceive Ease to Register to Intention to Register.	25
CHAPTER THREE RESEARCH DESIGN AND METHODOLOGY	27
1 Conceptual Framework.	27
2 Definitions and Measurement of Variables.	29
2.1 Variables and Definition.	29
3 Manipulation Check.	29
3.1 Manipulation Check for Information Sensitivity.	30
3.2 Manipulation Check for Information Relevant.	30
4 Stimuli Development and Procedures.	30
5	Measurement of Independent Variables.	31
5.1 Information Security Awareness.	31
6 Measurement of Dependent Variables.	32
6.1 Privacy Concern.	32
6.2 Willingness to Disclose.	32
7 Control Variable.	34
7.1 Demographic control variable.	34
8 Sampling Plan.	34
9 Data Analysis Procedure.	34
9.1 Descriptive Statistical Analysis.	34
9.2 Factor Analysis.	35
9.3 Analysis of Variance (ANOVA). 	35
9.4 Two-Way ANOVA.	35
9.5 Regression Analysis.	35
CHAPTER FOUR RESEARCH RESULTS	37
1 Data Collection.	37
2 Characteristic of Respondents Study 1.	37
3 Descriptive Statistics study 1.	39
4 Factor Analysis and Reliability Test Study 1.	41
5 Manipulation Check Study1.	45
5.1 Manipulation Check Sensitive.	45
5.2 Manipulation Check Require.	45
6 Analysis of Variance (ANOVA) among Research Variable.	46
6.1 Information Sensitive toward Privacy Concern.	46
6.2 Information Sensitive toward Perceive Ease to Register.	47
6.3 Require toward Privacy Concern.	47
6.4 Information Require toward Perceive Ease to Register.	48
7 Regression Analysis Study 1.	49
7.1 Regression Analysis Information Security Awareness to Privacy Concern.	49
7.2 Regression Analysis Privacy Concern toward Willingness to Disclose.	49
7.3 Regression Analysis Privacy Concern toward Intention to Register.	50
7.4 Regression Analysis Willingness to Disclose to Register to Intention to Register.	51
7.5 Regression Analysis Perceive Ease to Register to Intention to Register.	52
7.6 Regression Analysis Perceive Ease to Register to Willingness to Disclose.	53
8 Empirical Study 2.	54
8.1 Regression Analysis Information Security Awareness to Privacy Concern.	54
9 Descriptive Statistics study 2.	55
10 Factor Analysis and Reliability Test Study 2.	58
11 Manipulation Check Study 2.	62
11.1 Manipulation Check Sensitive.	62
11.2 Manipulation Check Relevant.	62
12 Analysis of Variance (ANOVA) among Research Variable Study 2.	63
12.1 Information Sensitive toward Privacy Concern.	63
12.2 Information Sensitive toward Perceive Ease to Register.	64
12.3 Information Relevant toward Privacy Concern.	64
12.4 Information Relevant toward Perceive Ease to Register	65
13 Two Way ANOVA.	65
14 Regression Analysis for Study 2.	68
15 Empirical Study 3.	73
16 Descriptive Statistics study 3.	75
17 Factor Analysis and Reliability Test Study 3.	77
18 Manipulation Check Study 3.	81
18.1 Manipulation Check for Sensitivity in Information Types Collection (Video).	81
18.2 Manipulation Check Sensitivity in Information Types Collection (Pictures)	81
18.3 Manipulation Check Sensitivity in Information Types Collection (Text)	82
19 Analysis of Variance (ANOVA) among Research Variable Study 3.	82
19.1 Information Sensitive toward Privacy Concern.	83
19.2 Information Sensitive toward Perceive Ease to Register in Study 3.	83
19.3 Information Types Collection toward Privacy Concern in Study 3.	84
19.4 Information Types Collection toward Perceive Ease to Register in Study 3.	85
20 Regression Analysis.	85
20.1 Regression Analysis Information Security Awareness to Privacy Concern.	85
20.2 Regression Analysis Privacy Concern to Willingness to Disclose.	86
20.3 Regression Analysis Privacy Concern to Intention to Register.	87
20.4 Regression Analysis Willingness to Disclose to Intention to Register.	88
20.5 Regression Analysis Perceive Ease to Register to Intention to Register.	89
20.6 Regression Analysis Perceive Ease to Register to Willingness to Disclose.	89
CHAPTER FIVE CONCLUSION AND SUGGESTIONS	91
1 Research Discussion and Conclusion.	91
1.1	Study 1.	94
1.2 Study 2.	94
1.3 Study 3.	95
2 Research Theoretical and Managerial Implications.	95
2.1 Theoretical Implications.	95
2.2 Managerial Implications.	97
3 Research Limitations and Suggestion for Future Studies.	99
REFERENCE	101
APPENDICES	108

                                    

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