自古以來就存在著假訊息的傳播，2016年的美國總統大選結果，促使假新聞在新聞媒體上得到了更廣泛的討論。先前的研究著重在網路上的謠言，這些謠言未經新聞媒體所報導，閱聽者較容易判斷其真假，而經由新聞媒體所報導的假新聞，其對社會大眾的影響力更大，所以本研究想要以經新聞媒體所報導之假新聞為研究對象。除此之外，過去假新聞的相關文獻多集中在政治面，探討閱聽者對於政黨或候選人之態度，本研究則將情境設定在管理面上，探討假新聞如何影響閱聽者對於品牌的情感認同程度。
本研究結合兩個主要的理論以及信念回聲的概念來衡量新聞閱聽者相信假新聞的因素以及閱聽者品牌情感認同的改變。一是推敲可能性理論，二是謠言再傳理論。這兩個理論可以說明人們相信假新聞，會受到新聞內容、來源者、閱聽者本身的因素影響，而信念回聲則是主張當某品牌受到負面假新聞攻擊時,事實查核報導無法讓閱聽者品牌情感認同回溫至被攻擊前,但依然能有效更正閱聽者的認知。
本研究結果顯示，人們會因為假新聞跟自己相關、來源可信度高、新聞論點品質高而影響到其相信假新聞的程度，但不會因為對假新聞所抹黑的品牌有高度的情感認同而不相信假新聞，且刊載假新聞的網站是否美觀也不會影響到假新聞本身的可信度。在信念回聲的觀點下，本研究說明事實查核新聞在品牌相關假新聞具有一定程度的效力，但無法使假新聞閱聽者對品牌的情感認同回復到原先的程度，此外，事實查核新聞的可信度若高，則信念回聲的程度變多。

The spread of misinformation has existed since ancient times. Previous research has focused on rumors on the Internet. Other related literature on fake news has focused mostly on the political perspective to explore readers' attitudes toward political parties or candidates. This study takes a management perspective to explore how fake news affects news readers' affection toward the brand.
To measure the factors that affect news readers’ tendency to believe in fake news, and to track changes in readers' brand affection, this study combines the concept of belief echoes with two key models: the Elaboration Likelihood Model, and the Rumor Retransmission Model. The results show that the reader’s perception of online fake news credibility is affected by personal involvement, source credibility, and argument quality, but is not affected by brand affection. The appearance of websites that publish fake news has no effect on online fake news credibility. From the perspective of belief echoes, this study shows that fact-checking news has a certain degree of effectiveness in counteracting the impact of brand-related fake news, but it cannot restore the reader’s affection toward the brand to its original level.

Contents
論文審定書 i
誌謝 ii
中文摘要 iii
Abstract iv
List of Figures v
List of Tables vi
Contents vii
1. Introduction 1
1.1 Fake News 1
1.2 Research Background 2
1.3 Research Motivation 5
1.4 Research Purposes and Problems 6
2. Literature Review 7
2.1 Elaboration Likelihood Model 7
2.2 Rumor Retransmission Model 8
2.3 Belief Echoes 10
3. Research Methodology 13
3.1 Research Model 13
3.2 Hypothesis Development 14
3.3 Research Design 23
4. Data analysis and Discussion 30
4.1 Demographic statistics 30
4.2 Measurement Validation 31
4.3 Discussion 43
5. Conclusion 47
5.1 Academic Implications 47
5.2 Practical Implications 48
5.3 Research limitations and future directions 49
Reference 52
Appendix 57

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