| Summary: | 碩士 === 國立雲林科技大學 === 應用外語系碩士班 === 95 === Conformity was found to result from informational influence and normative influence. As Kahneman and Tversky (1974) proposed that people hold heuristic bias to make a decision, the major reason people conform to the majority might not be for social pressure, but for gathering more valuable information to help them judge efficiently. Therefore, this study aimed at examining the interactions of conformity with information quality and peer relationship. The methodology used in the study was the laboratory experiment which consisted of 2 levels of information certainty, information noise or no information noise, and peer relationship or strangeness relationship. In total, 108 valid samples were collected from four stratified colleges. Descriptive, Correlation, T-test, and Linear Regression analyses were employed and the results by all used analyses were the same. Information certainty was found significantly influential to conformity. Information noise was surprisingly found to have no statistically significant effect to conformity. This could be due to the two extreme levels of information certainty. Another valuable finding was that undergraduate students conformed indifferently when they made judgments with peers or with strangers. The key factor to determine conformity was information certainty.
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