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博碩士論文 etd-0722116-213108 詳細資訊
Title page for etd-0722116-213108
論文名稱
Title
謠言再傳之研究-以使用與滿足理論、謠言再傳模型和謠言基本法則探討之
Examining the Antecedents of Rumor Retransmission-Uses and Gratification Theory, Rumor Retransmission Model, and Basic Law of Rumor
系所名稱
Department
畢業學年期
Year, semester
語文別
Language
學位類別
Degree
頁數
Number of pages
65
研究生
Author
指導教授
Advisor
召集委員
Convenor
口試委員
Advisory Committee
口試日期
Date of Exam
2016-07-06
繳交日期
Date of Submission
2016-08-23
關鍵字
Keywords
謠言、社群媒體、使用與滿足理論、謠言基本法則、謠言轉傳模型
Basic Law of Rumor, Social Media, Uses and Gratification Theory, Rumor, Rumor Retransmision Model
統計
Statistics
本論文已被瀏覽 6005 次,被下載 63
The thesis/dissertation has been browsed 6005 times, has been downloaded 63 times.
中文摘要
現今,人們透過社群媒體傳遞許多資訊。而謠言也是其中一種資訊,散播在人們的朋友圈中。先前的研究著重在那些災難性的謠言,這些謠言會造成人們的內心產生恐慌,而現在很多謠言是關於我們的日常生活,所以我們想要以日常生活的謠言為研究對象。我們想要了解為什麼人們會轉傳他們收到的謠言,也想知道哪些因素會增強人們轉傳謠言的動機。有鑑於此,本研究結合兩個主要的理論來預測轉傳意圖。一是使用與滿足理論,二是推敲可能性理論。前者可以被視為一種動機來調查人們想滿足哪些需求,而後者用來解釋人們閱讀完謠言後對謠言的態度改變。本研究的結果顯示,人們會因為想要與朋友社交、找尋相關資訊和尋求地位而轉傳謠言,但不會因為想滿足自己娛樂的感覺而轉傳。個人涉入對「社交到轉傳意圖」和「資訊尋求到轉傳意圖」此兩種關係沒有顯著的影響。可信度認知對「社交到轉傳意圖」的關係有顯著影響,而對「地位尋求到轉傳意圖」的關系有負向的顯著影響。
Abstract
Nowadays, people send a lot of information through social media. In addition, rumor is also an information type that spreads through people’s social media friend circles. Prior studies have focused on disastrous and catastrophic rumors that scared people, but many of today’s rumors are about our daily life. We want to investigate why people retransmit the rumor they hear and what factors will motivate them more to retransmit the rumor. To accomplish this, this study combines three theories to predict people’s retransmitting intention. The first is the Uses and Gratification Theory (U&G Theory). The second and third are the Rumor Retransmission Model and the Basic Law of Rumor. The former looks at people’s motivations to investigate what kinds of needs people want to fulfill and the latter seeks to understand what rumor characteristics will facilitate people to retransmit after receiving the rumor. The results of this study show that socializing, information seeking, and status seeking will increase the intent to retransmit; but entertainment has no significant effect. Personal involvement has no moderating effects on the relationships of socializing and information seeking to intention. Perceived credibility has a moderating effect on the relationship between socializing and intention, but is complementary with status seeking.
目次 Table of Contents
論文審訂書 i
中文摘要 ii
Abstract iii
Contents iv
List of Figures v
List of Tables vi
1. Introduction 1
2. Theoretical background 4
2.1 Uses and Gratification Theory 4
2.1.1 Socializing 5
2.1.2 Entertainment 6
2.1.3 Information Seeking 7
2.1.4 Status seeking 8
2.2 Rumor Retransmission Model 9
2.2.1 Argument Quality 11
2.2.2 Sender's Credibility 12
2.2.3 Social Media’s Credibility 13
2.2.4 Attractiveness 14
2.2.5 Perceived Credibility of Rumor 14
2.3 Basic Law of Rumor – Personal Involvement 16
3. Research Model and Methodology 19
3.1 Research model 19
3.2 Sampling and Data Collection 19
3.3 Demographic Analysis 20
3.4 Non-Response Bias 22
3.5 Constructs and Measurements 23
3.6 Measurement Model 27
3.6.1 Common Method Variance 27
3.6.2 Reliability and Validity 31
4. Analysis and Discussion 37
4.1 Data Analysis 37
4.2 Discussion 40
5. Conclusion 46
Reference 48
Appendix 52
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