網路資訊信任之決定因素

• Main Authors: 潘立芸, Pan, Lee-Yun
• Language: 中文
• Published: 國立政治大學
• Subjects: 網路資訊; 信任; 負面資訊; 網友間網絡關係; online information; trust; negative message; perceived social relationships
• Online Access: http://thesis.lib.nccu.edu.tw/cgi-bin/cdrfb3/gsweb.cgi?o=dstdcdr&i=sid=%22G0903515031%22.

本研究旨在探討網路信任問題，先從網路人類學研究方法開始，找出網路言論可信度的前置變數。根據質性研究結果，發現網站特質、發言人特質、言論內容為可能影響網路言論可信度之變數。並依據此結果進行初步的量化問卷調查，在380份有效樣本中找出明確的影響因素，再同時進行兩個實驗研究，以確認各主要變數間的關係。 研究發現，言論內容提供正面資訊或負面資訊、以及言論內容與發言網友之間熟識程度的交互作用將影響消費者對網路言論的信任程度；而產品特質之差異會干擾上述變數對網路言論信任的影響程度。 === In this research, we try to explore the determinants of online information trust and the relationships between information trust and product attitude. In Study 1, we explored the online information trust by a qualitative research method, Netnography, to understand and shape the basic rationale of the determinants of online information trust. Then we employed an empirical survey on consumers to examine the proposed determinants of online information trust. We ranked the relative trust levels of the determinants, and explored the moderating differences existing between experience goods and credence goods. In the last study, two experiments using 2 (message statements: positive vs. negative) × 2 (perceived social relationships: strong vs. weak) between group factorial design were conducted to examine the causal relations among determinants, online information trust, attitude, and purchase intention. The moderating effects of product categories were examined, too.