在網路的普及與資訊科技的快速發展下，讓大公司可以輕鬆蒐集、儲存甚至是交換顧客資料來投放更精準廣告，而顧客同時也可以享受到個人化服務的便利，然而這就衍伸出了另外一個議題，使用者願意提供什麼資料來換取更多的服務？大公司在與使用者互動的過程中要怎麼降低他們的隱私疑慮呢？大公司面臨使用者個人資料蒐集與使用的壓力，使用者則是對於個人資料有隱私疑慮，但若以公平交易的角度來看待，達到雙贏的局面是大家會不會比較樂見其成呢？本研究將從使用者對公平理論(分配公平、程序公平、資訊公平)的認知出發，來探討社群媒體繼續使用意圖，當使用者對Facebook的知覺公平感(認知)時，會影響個人化接受度與隱私疑慮(態度)，進而影響繼續使用意願。受測者以臺灣的Facebook 使用者為調查對象，共收回257份有效問卷，並以Smart PLS 作為問卷分析工具。

本研究發現資訊公平最能增加使用者對個人化廣告的接受度，而使用者對分配公平的隱私疑慮最大；使用者對個人化廣告接受度越高，對Facebook繼續使用意願也會更高，本研究無法支持隱私疑慮對Facebook繼續使用意願有負相關，或許是因為使用者對隱私疑慮已擴大到第三方，許多使用者礙於隱私疑慮傾向當個潛伏者(Lurker)，雖然會使用但卻不主動發布訊息。研究結果建議Facebook公司有隱私政策陳述外，還可以圖文並茂的方式加強使用者對個人隱私設置的了解；同時越精準與越不想讓其他使用者看到的廣告也帶給使用者更多的隱私疑慮，建議Facebook公司可以設立一個只有使用者自己本身看的到特殊廣告的專區，讓使用者不會因為這些廣告有尷尬的感覺。本文最後提出對廣告主以及後續研究者的建議。

The increase of Internet use and rapid advances in information technology enable companies to gather, store, and exchange consumer data that can be used for developing more accurately targeting advertisement and also bring more convenience to customers. Yet, it comes along with another issue, users are willing to provide what personal information in exchange for more services？And how big companies can reduce user’s privacy concerns while interacting with them? Big companies face the pressure of personal data collection and usage, and users have privacy concerns about personal data. However; if we think from the perspective of perceived justice to achieve a win-win situation, will both sides be happy to see it happen？This study will begin with the cognition of users of equity theory (distribution justice, procedural justice, information justice) to discuss the user's acceptance of targeting advertising services and privacy concerns how to affect the user’s continuous usage intention of Facebook. Two hundreds and fifty-seven questionnaires were collected from Facebook users in Taiwan and smart PLS was used to analyze the data.

This study found that information justice can increase the user's acceptance of targeting advertisement, and users have the greatest privacy concern about distributive justice. The higher the user's acceptance of targeting advertisement, the continuous usage intention of Facebook will be higher. This study can’t support privacy concerns that are negatively related to the continuous usage intention of Facebook. Perhaps it because user's privacy concerns have been extended to third parties, many users tend to be lurkers due to privacy concerns. Although users will still use Facebook, but they won’t take the initiative to post the message. The results suggest Facebook company that except for privacy policy statements, another way to enhance the user's personal privacy settings with illustrations. The more accurate advertisements also lead to users’ higher privacy concerns; it suggests that Facebook can probably set up the special advertising area for a user exclusively, so the users will not feel embarrassed because of these advertisements which may be seen by others. This article concludes with recommendations for advertisers and follow-up researchers.

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陳宜棻、史巧玉（2015），『追求公平的邏輯－以認知公平觀點探討消費者線上團購意願』，中華民國資訊管理學報，第二十二卷，第一期，頁55-86。

賴明政(2001)，『組織公平與工作耗竭關聯性之研究』，T&D 飛訊第111 期