| Summary: | 碩士 === 輔仁大學 === 大眾傳播學研究所碩士班 === 106 === The phenomenon of copycat forwarding Wechat friendship charity story is commonplace. The aim of this study is to clarify which appeal method, social incidence strength, forwarding persons can make audiences to produce behavior intention, and then to make charity story gain better effect, as well if there is a intermediary role on perceived authenticity.
The research results show that Appeal method has no significant influence on the behavior intention , and the perceived authenticity is the complete intermediary. Social Incidence has a significant influence on the behavior intention, and the strong ties can influence the behavior intention more. At this time, perceived authenticity is the partial intermediary. The number of forwarding will affect behavior intention, and the authenticity perception is partial intermediary.
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