Developing A Scale of Self-Efficacy about Personal Information Privacy Ethics on the Internet

[[abstract]]隨著資訊時代的演進，資訊成為這個時代最具價值的產物，多數企業、政府組織相繼成立專屬的部門從事資料分析的相關研究，以利決策並增進商業價值。但也因此喚醒人們對於個人資訊隱私的議題，每個人對自己的隱私資訊都有自我控制且免於公開的權利，然而多數網站卻不知不覺的蒐集個人資訊隱私(瀏覽習慣、停留多久時間流覽)，有的甚至因為網站的防護安全機制不足導致使用者的個人資訊隱私遭竊。 本研究依據Albert Bandura自我效能及許孟祥等人（2001）個人資訊隱私：倫理效能量表的發展與驗證為基礎，開發網際網路之個人資訊隱私倫理效能量表，共分為（1）不觀看他人隱私（被動）、（2）不觀看他人隱私（主動）、（3）不取得他人隱私（被動）、（4）不取得他人隱私（主動）、（5）不分享他人隱私、（6）不以他人隱私圖利等六構面，進而探討在他人資訊隱私曝光的情況下，人們所表現出不侵犯他人資訊隱私的信心。[[abstract]]With the evolution of the information age, information has become the most valuable asset. Most companies and governments have set up specific departments for data analysis and research. However the situation also triggers people’s attention to personal information privacy ethical issues. Everyone has the right to control their own information privacy. But most websites are unaware of the collection of personal information privacy. The personal information was even stolen because websites have no security mechanisms. This study was based on 'self-efficacy' (Bandura，1982) and 'Personal Information Privacy Self-Efficacy Measure' (Hsu et al，2001), to develop a scale of self-efficacy about personal information privacy ethics on the internet. There were six factors to measure people’s information privacy ethics on the internet. (1) Do not watch one’s personal privacy (passive). (2) Do not watch one’s personal privacy (active). (3) Do not acquire one’s personal privacy (passive). (4) Do not acquire one’s personal privacy (active). (5) Do not share one’s personal privacy. (6) Do not profit by one’s personal privacy.[[note]]碩