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訊息來源可信度、情感認同與涉入程度對大學生採信消費性網路謠言之影響 The Influence of Source Credibility, User’s Affection and Involvement on College Student’s Belief toward Internet Rumors

Keywords: Network rumors , Source credibility , Affection , Involvement , Consumer behavior

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本研究以訊息「來源可信度」、「情感認同」,與「涉入程度」作為變項,探討大學生在採信消費性網路謠言的影響程度。研究群希望藉此喚醒大學生對網路訊息的自覺,並將研究成果提供企業產品行銷及個人防堵謠言之參考。本研究結果發現:一、發訊者及訊息內容是否具專家權威性,將影響收訊者對消費性網路謠言的判斷;二、不同情感認同的收訊者在採信網路謠言的程度上,並沒太大差異;但在消費行為上卻稍有差異;三、涉入程度在來源可信度與情感認同兩方面,對於大學生採信消費性網路謠言均有正向影響。 The purpose of this study is to investigate the correlative causality of college students’ belief to consuming network rumors. “Source credibility,” “affection” and “involvement” are operated as the main variable effects on college students’ belief to these rumors. By using “involvement” as a moderator, this study analyzes its correlation with the other factors. This study is designed to awake college students’ attention to network messages, and to provide suggestions for the enterprises. The findings of this study include: 1. both source credibility and involvement have positive effects on the college students’ belief to consuming network rumors; 2. affection has part of effect on the college students’ belief to consuming network rumors, but with no causal relation; and 3. both source credibility and involvement have positive effects on the college students’ belief to consuming network rumors under different involvements.

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