近年來網際網路的進步與快速成長很明顯改變了我們的生活，隨著科技不斷
的進步，忙碌的人們漸漸開始了解到健康的重要性。同時，民眾已經開始使用全
球資訊網取得各式各樣的資訊。隨著網際網路於全世界的普及與網路資訊的豐富
性，在網路上搜尋健康相關資訊已是一波銳不可擋的潮流，網際網路儼然成為健
康照護的關鍵角色之一。
本研究主要的動機來自於資訊品質對一般大眾決策的影響，而評價資訊品質
的兩個構面－完整性及可信度，是否在網際網路上健康資訊的面向，同樣對網路
使用者之行為意圖造成影響的探討，並藉此提供電子商務領域相關企劃行銷策略
制定時之參考。
本研究以完整性及可信度的構面切入分析，先經由企業銷售的商品進行前測
及挑選出做為訊息發展的產品－綠茶素及卵磷脂，之後從醫療保健網站、期刊及
書籍，收集產品相關資料進行訊息的設計，訊息設計的過程就依照文獻提出的資
訊完整性之三個元素－論述主張、論述證據、論述權威及資訊可信度之兩個構面
－專業性、可靠性為根據來進行，接著再參考文獻中所使用的衡量問項來修改，
進行問卷的設計，最後採用調查法針對127 位大學生為對象進行調查。研究結果
發現，在網際網路上，以高完整性、高可信度的資訊呈現會對消費者的行為意圖
有正面影響。

none

第一章 緒論........................................................................................1
第二章 文獻探討...............................................................................4
第一節 網路健康資訊...................................................................4
第二節 資訊完整性.......................................................................6
第三節 資訊可信度.....................................................................13
第三章 研究方法.............................................................................16
第一節 研究架構.........................................................................16
第二節 研究假說.........................................................................17
第三節 研究流程.........................................................................19
第四節 產品選擇.........................................................................20
第五節 訊息設計.........................................................................22
第六節 問卷設計.........................................................................26
第七節 調查過程.........................................................................28
第四章 資料分析.............................................................................33
第一節 信度檢測.........................................................................33
第二節 構念效度檢測.................................................................37
第三節 完整性對行為意圖的影響.............................................40
第四節 可信度對行為意圖的影響.............................................42
IV
第五章 結論......................................................................................43
第一節 研究結論.........................................................................43
第二節 研究限制及建議.............................................................46
參考文獻.............................................................................................47
中文部分.......................................................................................47
英文部分.......................................................................................47
附錄一 前測一問卷.............................................................................51
附錄二 分類選擇表.............................................................................53
附錄三 前測二問卷.............................................................................54
附錄四 綠茶素完整�可信的訊息.....................................................55
附錄五 綠茶素完整�不可信的訊息.................................................56
附錄六 綠茶素不完整�可信的訊息.................................................57
附錄七 綠茶素不完整�不可信的訊息.............................................58
附錄八 卵磷脂完整�可信的訊息.....................................................59
附錄九 卵磷脂完整�不可信的訊息.................................................60
附錄十 卵磷脂不完整�可信的訊息.................................................61
附錄十一 卵磷脂不完整�不可信的訊息.........................................62

中文部分
維基百科－全球資訊網
http://zh.wikipedia.org/w/index.php?title=全球資訊網&variant=zh-tw
技術在線－新聞一覽，亞太地區網際網路用戶年間平均增長率為14％ 印度以
27％居首位，
http://big5.nikkeibp.co.jp/china/news/news/mobi200807040128.html
台灣網路資訊中心－網路新訊，網路逐漸取代其他傳統媒體與通訊管道，
http://www.myhome.net.tw/2002_11/web_news/Web_news_0106.htm
國家網路醫院－
http://hospital.kingnet.com.tw/medicine/
INTERUSH（iHealthCast）－網路+健康資訊=最新的變革，
http://i.interush.net/tool/dm_ihealthcast.pdf
蔡淑芳（2002），台灣精神衛教網站的評鑑，中山大學資訊管理學系研究所碩士
論文，高雄市。
鄭菲菲（2005），框架效應之去偏誤化研究－以網路採購為例，中山大學資訊管
理學系研究所博士論文，高雄市。
英文部分
Anton K. (1995), The framing of decisions: A new look at old problems,
Organizational Behavior and Human Decision Processes, 62(2), 230-240.
Ballou D.P, Pazer H.L. (2003), Modeling completeness versus consistency tradeoffs
in information decision contexts, IEEE Transactions on Knowledge and Data
Engineering, 15(1), 240-243.
Benoit W.L., Strathman A., Glass R. (2004), Readings in persuasion, social influence,
and compliance gaining.
Boller G.W., Swasy J.L., Munch J.M. (1990), Conceptualizing Argument Quality via
Argument Structure, Advances in Consumer Research ,17, 321–328.
CAPHIS/MLA (1996).The Librarian’s Role in the Provision of Consumer Health
Information and Patient Education. Bulletin of the Medical Library Assocation ,
84, 238.
Cheng F.F. (2005), Debiasing the framing effect-with examples of Internet
purchasing
Deering M.J. and Harris J.(1996). Consumer Health Information Demand and
Delivery: Implications of Libraries. Bulletin of the Medical Library Assocation ,
84, 209-216.
Devito J.A. (1986), The communication handbook, Harper & Row New York.
Drucker Peter (2003), Post-Capital Society, Harper Collins。
Dutta-Bergman M.J. (2003). Health communication on the web: The role of web use
motivation and information completeness. Communication Monographs, 70,
264-274.
Dutta-Bergman M.J. (2004). The impact of completeness and web use motivation on
the credibility of e-health information . Journalof Communication, 54, 253-269.
Eysenbach G., Powell J., Kuss O., Sa E.R. (2002). Empirical Studies Assessing the
Quality of Health Information for Consumers on the World Wide Web A
Systematic Review, JAMA, 287, 2691-2700.
Fogg B.J., Marable L., Stanford J., Tauber E. (2002), How do people evaluate a
website's credibility?
http://www.consumerwebwatch.org/news/report3_credibilityresearch/stanfordP
TL.pdf.
Hovland C.I., Janis I.L., Kelley H.H. (1953), Communication and Persuasion:
Psychological Studies of Opinion Change, Yale University Press.
Kiousis S. (2001), Public Trust or Mistrust? Perceptions of Media Credibility in the
Information Age, Mass Communication & Society, 4(4), 381-403.
Kivetz R., Simonson I. (2000), The Effects of Incomplete Information on Consumer
Choice, Journal of Marketing Research ,37(4), 427-448.
Klein B.D. (2002), When Do Users Detect Information Quality Problems on the
World Wide Web, Eighth Americas Conference on Information Systems.
Knight S., Burn J. (2005), Developing a Framework for Assessing Information
Quality on the World Wide Web, Informing Science Journal, 8(3), 159-172.
Levin I.P., Johnson R.D., Deldin P.J., Carstens L.M., Cressey L.J., Davis C.R. (1986).
Framing effects in decisions with completely and incompletely described
alternatives, Organizational behavior and human decision processes(Print) , 38,
48-64.
Levin I.P., Johnson R.D., Russo C.P., Deldin P.J. (1985). Framing effects in judgment
tasks with varying amounts of information, Organizational Behavior and
Human Decision Processes , 36, 362–377.
Lurie N.H. (2004), Decision making in information-rich environments: The role of
information structure, Journal of consumer research, 30(4), 473-486.
Ohanian R. (1990), Construction and Validation of a Scale to Measure Celebrity
Endorsers' Perceived Expertise, Trustworthiness, and Attractiveness, Journal of
Advertising, 19(3).
Petty R.E., Cacioppo J.T. (1996), Attitudes and Persuasion: Classic and
Contemporary Approaches, Westview Press.
Rieh S.Y. (2002), Judgment of information quality and cognitive authority in the Web,
Journal of the American Society for Information Science and Technology, 53(2),
145-161.
Rieh S.Y., Belkin N.J. (1998), Understanding judgment of information quality and
cognitive authority in the WWW, Journal of the American Society for
Information Science, 35, 279-289.
Rieh S.Y., Danielson D., Credibility: A Multidisciplinary Framework, Annual Review
of Information Science and Technology, 307–364.
Sangle A., Wolf L.F. (1996) .Role of Consumer Information in Today’s Health Care
System, HealthCare Financing Review , 18, 1-8
Toulmin,S.(1958), The uses of argument,Cambridge UK:CambridgeUniversityPress.
Tseng S., Fogg B.J. (1990), Credibility and computing technology, Communications
of the ACM, 42(5), 39-44.
Tversky A., and Kahneman, D. (1981). The Framing of Decisions and The
Psychology of Choice. Science, 211, 453-458.
Wright G., Goodwin P. (2002), Eliminating a framing bias by using simple
instructions to'think harder' and respondents with managerial experience:
Comment on'Breaking the frame', Strategic management journa,l 23(11),
1059-1067.
Yates J.F., Jagacinski C.M., Faber M.D. (1978), Evaluation of partially described
multiattribute options, Organizational Behavior and Human Performance,
21(2),240-251.