隨著網際網路的興起，電腦中介媒體或電子口碑傳播的形式越日益重要，當中電子郵件的轉寄行為是一種獨特而且具有相當影響力的資訊傳遞方式，然而究竟有哪些因素會影響電子郵件使用者轉寄一封郵件的意願高低？這些因素於轉寄行為決策過程中扮演什麼樣的角色？便是本研究欲探討的主題。

本研究一共探討了三個可能影響轉寄意願的因素：訊息屬性(正/負面)、來源可信度(高/低)以及產品涉入度(高/低)，並應用理性行為理論(Reasoned Action Theory)來解釋轉寄行為並以其作為研究基本架構，進行了2X2X2的多因子實驗，共回收有效樣本472份，經ANOVA及迴歸分析檢定研究假說後，研究結果發現：

一、電子郵件使用者對轉寄負面訊息持有較佳的態度，進而有較高轉寄意願。

二、電子郵件使用者對轉寄高可信來源訊息持有較佳的態度，進而有較高轉寄意願。

三、電子郵件使用者認知外界對他轉寄該郵件評價或期望(主觀規範)對其轉寄該郵件意願之影響，高於郵件使用者自身對轉寄該郵件所持有的態度。

With great growth of the use of internet ,the communication based on computer-mediated system or so called electronic word-of-mouth becomes more important. In these ways to exchange information, forward mail is unique and powerful especially. In this research, we would like to know what factors make people to decide to forward a e-mail or not, and what kind of roles these factors play in the process to make decision.

Three factors were discussed in this research, including：message framing, source credibility and product involvement, and the theory of reasoned action was applied to explain the behavior of forwarding e-mail. Through ANOVA and regression analysis to analyze 472 effective samples, the findings are outlined below：

1. E-mail users hold better attitude to forward negative message, and have more intention to forward it.

2. E-mail users hold better attitude to forward the message which has high source credibility, and have more intention to forward it.

3. The effect of subjective norm on intention to forward the email is greater than the effect of attitude.

論文目次
第一章 緒論 4
第一節 研究背景與動機 4
第二節 研究目的 7
第三節 研究流程 8
第四節 論文架構 9
第二章 文獻探討 10
第一節 口碑傳播、電子口碑傳播與轉寄郵件 10
一、口碑傳播的意義 10
二、電子口碑傳播 13
三、電子郵件的特性與轉寄相關研究 15
四、影響口碑傳播效果的因素 18
五、訊息屬性 21
六、 訊息來源可信度 24
七、產品涉入度 29
第二節 理性行為理論 32
一、理性行為理論及其應用 32
二、理性行為理論的延伸 35
第三章 研究方法 39
第一節 研究架構 39
一、研究架構 39
第二節 研究假說 40
一、訊息正負屬性與轉寄態度之關係 40
二、來源可信度與轉寄態度之關係 40
三、不同產品涉入度下，訊息屬性對轉寄態度之關係 41
四、不同產品涉入度下，來源可信度對轉寄態度之關係 41
五、轉寄態度、主觀規範與轉寄意願之關係 42
第三節 研究方法 43
第四節 變數定義與衡量 44
一、訊息屬性 44
二、來源可信度 44
三、產品涉入度 45
四、轉寄此郵件的態度 45
五、轉寄此郵件的主觀規範 46
六、轉寄此郵件的意願 46
第五節 實驗設計 47
一、產品選擇 47
二、正負面訊息操作 48
第六節 問卷設計 52
第七節 問卷前測及資料分析 54
一、前測問卷發放 54
二、資料分析 54
三、實驗操弄修正 56
第四章 研究結果分析 57
第一節 樣本描述 57
第二節 資料編碼與信度、效度分析 61
一、資料編碼 61
二、問卷信度分析 61
三、效度分析 63
第三節 操作檢定 64
第四節 假設驗證 65
一、訊息正負屬性、來源可信度對轉寄態度之影響以及產品涉入度的干擾 65
二、轉寄此郵件的態度、轉寄此郵件的主觀規範及轉寄此郵件之意願 67
第五章 結論與建議 70
第一節 研究結論 70
一、訊息正負屬性對轉寄態度的影響 71
二、來源可信度對轉寄態度的影響 72
三、產品涉入度的干擾效果 73
四、轉寄態度、轉寄主觀規範對轉寄意願的影響 73
第二節 研究貢獻 75
第三節 研究限制 76
第四節 後續研究建議 77
參考文獻 78
中文書目 78
英文書目 79
附錄A 單尾檢定矩陣 87
附錄B 相關矩陣 88

圖表目次
表2-1-1 電子郵件特性 16
圖2-1-2 Hovland and Janis 的溝通說服模式 25
表2-1-3 來源可信度構面整理 27
表2-1-4 涉入度分類整理 31
圖2-2-1理性行為理論架構圖 33
圖2-2-2 計畫行為理論 36
圖 2-2-3 科技接受模式 37
圖3-1-1研究架構 39
表3-4-1實驗訊息分組表 47
表3-4-2 產品涉入與來源可信度變數操弄(前測) 50
表3-4-3產品涉入與來源可信度變數操弄(正式施測) 50
表3-6-1 前測問卷信度衡量 55
表 3-6-2 前測高低可信度操作檢定(獨立樣本T檢定) 55
表 4-1-1樣本性別分佈表 57
圖 4-1-1 樣本性別分佈圓餅圖 57
表 4-1-2樣本年齡分佈表 58
圖 4-1-2樣本年齡分佈圓餅圖 58
表 4-1-3樣本教育程度分佈表 58
圖 4-1-3 樣本教育程度分佈圓餅圖 59
表 4-1-4 樣本職業分佈表 59
表 4-1-5 樣本網齡分佈表 59
表 4-1-6 樣本每日上網時數分佈表 60
表 4-1-7 樣本轉寄經驗分佈表 60
表 4-2-1 問卷信度衡量整理 62
表 4-3-1 訊息正負屬性操弄檢定 64
表 4-3-2 來源可信度操弄檢定 64
表 4-4-1 訊息正負屬性、來源可信度、產品涉入度之3-way ANOVA 65
表 4-4-2 訊息正負屬性組間平均轉寄態度比較表 66
表 4-4-3 來源可信度組間平均轉寄態度比較表 66
表 4-4-4 轉寄態度、主觀規範及轉寄意願逐步迴歸模式選入/刪除表 67
表 4-4-5 轉寄態度、主觀規範及轉寄意願逐步迴歸模式摘要 67
表 4-4-6轉寄此郵件的主觀規範、態度與轉寄此郵件的意願逐步迴歸之模式顯著性考驗 67
表 4-4-7 轉寄此郵件的主觀規範、態度與轉寄此郵件的意願逐步迴歸之係數 68
表 4-4-8 轉寄此郵件的主觀規範、態度與轉寄此郵件的意願逐步迴歸之共線性分析 68
表 5-1-1 假設檢驗結果整理 71

中文書目

江政達(民92年6月26日)。台灣首次網路生活型態報告發佈。F IND。民國92年月10月15日，取自http://www.find.org.tw/0105/news/0105_news_disp.asp?news_id=2735

李惠晴(民90)。電子郵件使用者的轉寄行為研究。淡江大學傳播研究所所碩士論文。

吳佳靜(民91)。影響使用者信任網站的因素之探討—以入口網站為例。東吳大學資訊科學系碩士論文。

張宏榮(民90)。網際網路溝通之干擾因素探索。中正大學企業管理所碩士論文。

曾履亨(民89年8月30日)。淺談病毒式行銷及其。未來發展民國92年11月12日取自http://www.edove.com.tw/vm/writing_020.html

劉莉秋(民90)。散佈電子郵件謠言因素研究-以電腦中介人際互動觀點分析。中正大學電訊傳播所碩士論文。

廖俊偉(民 90)。電子郵件的格式、內容與轉寄、保留意願關係之研究。台灣科技大學管理研究所碩士論文。

費翠(民 90)。網路市場行家理論驗證與延伸—其網路資訊搜尋、口碑傳播、線上購物行為及個人特質研究。政治大學廣告研究所碩士論文。






英文書目
Ajzen, I. And M. Fishbein, (1980)Understanding Attitudes and Predicting Social Behavior, Englewood Cliffs, NJ: Prentice-Hall.

Ajzen, I., (1985). From intention to actions: A theory of planned Behavior, In Kuhl, J., and Beckmann, J., Action control: From cognition to behavior, Berlin Heidelberg Springer-Verlag, 11-39.

Anderson, N. H. (1965). Averaging Versus Adding As a Stimulus-combination Rule in Impression Formation. Journal of Personality and Social Psychology, 2, 1-9

Armdt, J. (1967). Role of product-Related Conversation in Diffusion of a New Product. Journal of Marketing Research, 4, 291-295

Assael, H., (1992) Consumer Behavior and Marketing Action. Boston:PWS-KENT Publishing Company.

Baker, S. A., Morrison, D. M., Carter, W. B., & Verdon, M. S.(1996). Using the theory of Reasoned Action(TRA) to Understanding the Decision to Use Condoms in an STD Clinic Population. Health Education Quarterly, 23, 528-542.

Bansal, Harvis S., Peter A. Voyer (2000). Word-of-Mouth Process Within A Services Purchase Decision Context. Journal of Service Research, 3(2), 166

Bettman, J. R. (1979), An Information Processing Theory of Consumer Choice, 3th ed., MA:Addsion-Wesley.

Bearden, William O., Richard G. Netemeyer, Jesse E. Teel (1989). Measurement of Consumer Susceptbility to Interpersoanl Influence. Journal of Consumer Research, 15, 473-481

Bickart Barbara, Robert, M., Schindler (2001). Internet Forums as Inluencetial Sources of Consumer Information. Journal of Interactive Marketing, 15(3), 31-40

Biehal ,Gabriel, Dipankar Chakravarti (1986). Consumers’ Use of Memory and External Information In Choice: Macro and Micro Perspectives, Journal of Consumer Research,12(4), 382-405

Bloch, P.H. and M.L. Richins (1983).A Theoretical Model for the Study of Product Importance Perception, Journal of Marketing, 47, 69-81

Bristor, Julia, M. (1990). Enhanced Explanation of Word of Mouth Communication: The Power of Relationships. Research in Consumer Behavior, 4, 51-83

Bochner, Stephen and Chester A. Insko (1966). Communicator Discrepancy, Source Credibility and Opinion Change. Journal of Personality and Social Psychology, 614-621

Bone, P. F. (1995). Word of Mouth Effects on Long-term and Short-term Product Judgment. Journal of Business Research, 32, 213-223

Brown, Jacqueline Johnson and Peter H. Reingen (1987). Social Ties and Word-of-Mouth Referral Behavior. Journal of Consumer Research, 14, 350-62

Burnkrant Robert E.and Alain Cousineau (1975). Informational and Normative Social Influence in Buyer Behavior. Journal of Consumer Research, 2(3), 206-216

Costley, Carolyn L., Brucks Merrie. (1992). Selective Recall and Information Use in Consumer Preferences. Journal of Consumer Research, 18( 4), 464-475.

Craig, C. Samuel and John M. McCann (1978). Assessing Communication Effects on Energy Conservation, Journal of Consumer Research, 5, 82-88

d’Astous, A., Touil, N. (1999). Consumer Evaluation of Movies on the Basis of Critics’ Judgments. Psychology and Marketing, 16, 677-694

Davis, F. D., (1986).A Technology Acceptance Model for Empirically Testing New End-User Information Systems: Theory and Results , Doctoral Dissertation, MIT Sloan School of Management, Cambridge, MA.,

Davis, F.D., R. P. Bagozzi, and P. R. Warshaw, (1989) “User acceptance of computer technology: A comparison of two theoretical models,” Management Science (35:8), pp. 982-1003.

Day, George, S., Robert, W., Pratt, Jr. (1971). Stability of Brand awareness. Journal of Marketing Research, 8(1), 85-89

December, E. (1996).Units of Analysis for Internet Communication. Journal of Communication, 46(1), 4-13

Difronzo, N., Bordia, P. (1994). Reining In Rumor, Organizational Dynamics, 23(1), 47-63

Duhan, Dale F., Scott D. Johnson, James B. Wilcox, Gilbert D. Harrell (1997). Influence on Consumer Use of Word-f-Mouth Recommendation Sources. Academy of Marketing Science. 25, 283-295

Engel, J. F., R. D. Blackwell, P. W. Miniard (1994) Consumer Behavior, 8th ed., Dryden Press.

Feick, L., Higie, R. A. (1992). The Effects of Preference Heterogeneity and Source Characteristics on Ad Processing and Judgments About Endorsers, Journal of Advertising, 21, 9-24

Fiske. Susan T. (1980). Attention and Weight in Person Perception: The Impact of Negative and Extreme Behavior. Journal of Personality and Social Psychology, 38(june), 889-906

Feldman, J. M., Lynch, J. G.., (1988). Self-generated Validity and Other Effects of Measurement on Belief, Attitude, Intention, and Behavior. Journal of Applied Psychology, 73, 421-435

Felton, S., Dimnik, T., & Borthey, M., (1995) Theory of Reasoned Action Model of Chartered Accountant Career Choice. Journal of Accounting Education, 13,1-15.

Fishbein, M. I. and Ajzen, (1975). Belief, Attitude, Intention and Behavior: An Introduce to Theory and Research Reading. MA: Addison-Wesley

Feldman, Sidney, Merlin Spencer (1965). The Effect of Personal Influence in the Selection of Consumer Services. In Marketing and Economic Development, Ed. Peter Bennett, Chicago: American Marketing Association, 440-452

Freiden, J. B. and R. E. Goldsmith (1989). Prepurchase Information-Seeking for Professional Services. Journal of Services Marketing, 3(1), 45-55.

Gelb, B., & Johnson, M. (1995). Word-of-mouth communication: Causes and consequence. Journal of Health Care Marketing, 15, 54-58.

Granitz, Neil A., James, C. Ward (1996). Virtual Community: A Sociocognitive Analysis, In K. P. Corfman and J. G. Lynch, Jr.(Ed.), Advances in Consumer Research,23, 163-166

Granovetter, M. S. (1973). The Strength of Weak Ties. American Journal of Sociology, 78, 1360-1380

Hanson, W. A. (2000). Principles of Internet Marketing, Ohio, CA:South-Western College Publishing.

Helson, H. (1964). Adaptation-level Theory. New York, Harper

Herr, P. M., Kardes, F. R., Kim, J. (1991). Effects of Word-of-Mouth and Product Attribute Information on Persuasion: An Accessibility-Diagnosticity Perspective, Journal of Consumer Research, 17, 454-462

Heskett James L, W Earl Sasser Jr, Leonard A Schlesinger. (1997). When Right Makes Might. The Journal of Business Strategy. 18(4),6
Houston, M.I. and M. L. Rothschild (1978). Conceptual and Methodology Perspective in Involvement. Research Frontier in Marketing Dialogues and Directions, 184-188

Hovland, C.I. & Weiss, W. (1951-52). The Influence of Source Credibility of Communication Effectiveness. Public Opinion Quarterly, 15, 635-650

Jones, Edward E., Keith, E. Davis (1965), From Acts to Disposition; The Attribution Process in Person Perception ,Advances in Experimental Social Psychology, 2, 218-266

Karahanna, E., Straub, D. W., and Chervany, N. L. (1999). Information Technology Adoption Across Time: a Cross Sectional Comparison of Pre-adoption and Post-Adoption Beliefs. MIS Quarterly, 23(2), 183-213

Kanouse, David E., Reid, L. Hanson (1971). Negativity in Evaluations, in Attribution: Perceived Cause of Behavior, eds. Edward E. Jones et al., Morristown, NJ: Gerneral Learning Press, 47-62

Katz, E. and P. F. Lazarsfeld (1955). Personal Influence: the Part Played by People in the Flow of Mass Communications, Glencoe, IL: Free Press

Keaveney, Susan M. (1995). Customer Switching Behavior in Service Industries: An Exploratory Study. Journal of Marketing, 59, 71-82

Kiel, Geoffrey and Roger Layton (1981). Dimensions of Consumer Information Seeking Behavior. Journal of Marketing Research, 18, 233-239

Lafin, M., Moore-Hirschl, S., Weis, D., & Hayes, B. (1994). Use of the Theroy of Reasoned Action to Predict Drug and Alcohol Use. International Journal of Addictions , 29, 927-940.

Lazarsfeld, P. F., Berelson, B.,& Gaudet, H. (1948). The People’s Choice: How the Voter Make Up His Mind in A Presidential Campaign. NY: Columbia University Press.

Levin, Irwin P. and Gary J. Gaeth (1987). Framing of Attribute Information Before and After Consuming Product. Journal of Consumer Research, 15, 374-378

Lutz, R., P. Reilly (1973). An Exploration of the Effects of Perceived Social and Performance Risk on Consumer Information Acquisition, In Proceedings, Fourth Annual Conference, The Association for Consumer Research, p393-405

Loch, K. D. and Conger, S. (1996). Evaluating Ethical Decision Making and Computer Use. Communication of ACM, 39(7), 74-83

Lutz, Rechard, J. (1975). Changing Brand Attitudes Through Modification of Cognitive Structure. Journal of Consumer Research, 1, 49-59

Maddux, J. E. and R. W. Rogers (1980). Effects of Source Expertness, Physical Attractiveness and Supporting Arguments on Persuasion: A Case of Brain over Beauty, Journal of Personality and Social Psychology, 39(2), 235-244

Maheswaran, Durairaj and Meyers-Levy, Joan (1990). The Influence of Message Framing and Issue Involvement. Journal of Marketing Research, 27(3), 361-367

Markus, M. L. (1987). Toward a Critical Mass Theory of Interactive Media: Universal Access, Interdependence and diffusion. Communication Research, 14(5), 491-551

Meyerowitz, Beth E. and Shelly Chaiken (1987). The Effect of Message Framing on Breast Self-Examination Attitude, Intention and Behavior, Journal of Personality and Social Psychology, 52, 500-510

Midgley, D. F. (1976). A Simple Mathematical Theory of Innovative Behavior. Journal of Consumer Research, 3, 31-41

Mizerski, R. W. (1982). An Attribution Explanation of the Disproportionate Influence of Unfavorable Information. Journal of Consumer Research, 9, 301-310

Murray, Keith B. (1991). A Test of Service Marketing Theory: Consumer Information Acquisition Activities. Journal of Marketing, 55, 10-15

Newhagen, J. E., Rafaeli, S. (1996). Why Communication Research Should Study the Internet: A Dialogue. Journal of Communication, 46(1), 4-13

Ohanian, Roobina (1990). Construction and Validation of a Scale to Measure Credibility. Journal of Advertising, 19(3), 39-52
Perry, M., B. Hamm (1969).Canonical Analysis of Relation Between Socioeconomic Risk and Personal Influence in Purchase Decisions. Journal of Marketing Research, 6 , 351-354

Petty, R. E. and J. T. Caioppo (1981). Attitude and Persuasion: Classic and Contemporary Approaches. Dubuque Iowa: Wm.C.Brown.Co.

Petty, R. E. and J. T. Caioppo (1984).The Effects of Involvement on Responses to Argument Quantity: Central and Peripheral Routes to Persuasion. Journal of Personality and Social Psychology, 46, 69-81

Pincus, Steve and Waters, L. K. (1977). Information Social Influence and Product Quality Judgments. Journal of Applied Psychology, 62(5), 615-627

Price, Linda, and Lawrence Feick (1984). The Role of Interpersonal Sources in External Search: An Informational Perspective. Advances in Consumer Research, 10, 250-255

Reingen, Peter H. and Kernan, Jerome, B. (1986). Analysis of Referral Network in Marketing: Methods and Illustration, Journal of Marketing Research, 23(4), 370-378

Rice, R. E.(1987). Computer-mediated communication and organizational innovation. Journal of Communication, 37(4), 65-86

Rice, R. E. (1989). Issues and concepts in research on computer-mediated communication system. In J. A. Anderson(Ed.), Communication Yearbook,12,436-476, Beverly Hill, CA: Sage.

Roberston, T. S., Zielinski, J., Ward, S. (1984). Consumer Behavior, Glenview, IL: Scott, Foresman and Company

Robin, L. Nabi, & John, L. Sullivan (2001) Does Television Viewing Relate to Engagement in Protective Action Against Crime？ A Cultivation Analysis From a Theory of Reasoned Action. Communication Research, 28, 802-825.

Rogers, E. M. (1983). Diffusion of Innovations, 3rd Ed. NY: Free Press

Rosen, Emanuel, (2000). The Anatomy of Buzz, Random House

Rothman, A.J, P. Salovey, C. Antone, K. Keough, and C. D. Martin, (1993).
The Influence of Message Framing on Intention to Perform Health Behaviors. Journal of Experimental Social Psychology, 29, 408-433

Rogers, E. M., Raefaeli, S. (1985). Computer and Communication. In Brent D. Ruden(Ed.), Information and Behavior, 95-112, New Brunswick, NJ: Transaction Books.

Rosnow, Ralph L. (1980). Psychology of Rumor Reconsidered. Psychology Bulletin, 578-591

Schiffman, Leon G., Leslie Lazar Kanuk (1997). Consumer Behavior, 6th ed. Upper Saddle River, NJ: Prentice Hall

Silverman, George (1997). Harvesting the Power of Word of Mouth. Potentials in Marketing, 30(9), 14-16

Steinfield, C. W. (1986). Computer-mediated communication in an organizational setting: explaining task-related and socioemotional uses. In M. L. Mclaughlin (Ed
.) Communication Yearbook ,9, 777-804, Beverly Hill, CA, Sage.

Sternthal, B., R. Dholakia and Leavitt (1978). The Persuasive Effect of Source Credibility: A situational Analysis. Public Opinion Quarterly, 3(2), 285-314
Weinberger, Marc C. and William R. Dillon (1980).The Effects of Unfavorable Product Information. Advances in Consumer Research, 7, 528-532

Whyte William H., Jr. (1954). The Web of Word of Mouth. Fortune, 50, 140-143

Wright, P. (1974). The Harrassed Decision Maker: Time Pressures Distractions and the Use of Evidence. Journal of Applied Psychology, 59, 555-561

Zaichkowsky, J. L. (1986). Conceptualizing Involvement. Journal of Advertising, 15(2), 4-14