Assimilation-Contrast Theory on the Negative Rumors Communication Effects

• Main Authors: Ying-yu Hong, 洪櫻毓
• Other Authors: Dong-jenn Yang
• Format: Others
• Language: zh-TW
• Published: 2009
• Online Access: http://ndltd.ncl.edu.tw/handle/89206706616633017898

碩士 === 義守大學 === 管理學院碩士班 === 97 === Most of message that spread at internet is all difficult to trace back to the source that is more unable to prove the authenticity. But it can let people believe and spread wide, even cause greatly assault on individual, products, enterprise and whole market. It is main factor which is rumor and propagate, these being unable to verify information source that make we to produce a lot of distrusts in network message. Rumor of health information and consumer goods is the most them. People will read the message and receive network rumors through network platform. The information or products can be cause negative impression and injure enterprise''s prestige or unexpected influence on customer''s consumer behavior. The rumor and the two reciprocation of the reader may be produce stronger transmission result, but after it’s opposite results to compare with assimilation contrast theory. Then this research purpose wants to probe into: (1) It’s different strong/weak and negative rumors (information distinguishes the information weak between information strong in intensity).The read''s intensity of believing. (2) The strategy of explain whether the negative rumors type will produce different transmission results; The reader is more important to rumors whether the influence result of the rumor’s; (3)The assimilation contrast theory how can use information achieve better result under the tactics. Finally this research proposes relevant rumors control that can be propose foundation of the rumor in the future.