| Summary: | 碩士 === 亞洲大學 === 休閒與遊憩管理學系 === 106 === In recent years, with the progress of the Internet, the use of communication software has also been steadily rising. As a result, human-to-human communication has no time difference and instant. Therefore, this study uses the communication software Line as an example to discuss positive/negative, trust, familiar, opinion leaders, forwarding intention, and herd effect. In this study, an online questionnaire survey was conducted to collect questionnaires. A total of 423 valid questionnaires were collected. We used liner model to verify the hypothesis the analysis. The results showed that: (1) The familiar message has a positively significant relationship with trust; (2) Familiar message has a positive and significant relationship with the forward intention; (3) The higher the herd effect of the audience is, the more positive relationship is to trust the message; (4) The higher the herd effect of the recipient is, the more positive relationship is to the forward intention; (5) The receiver of high opinion leader trait has a positive and significant relationship with trust; (6) The receiver of high opinion leader trait has a positive and significant relationship with forwarding intention.
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