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姓名 陳佳聰(Chia-chung Chen) 電子郵件信箱 E-mail 資料不公開
畢業系所 傳播管理研究所(Communications Management)
畢業學位 碩士(Master) 畢業時期 92學年第2學期
論文名稱(中) 訊息屬性、來源可信度及產品涉入度對轉寄意願之影響
論文名稱(英) The effects of message framing, source credibility, and product involvement on intention to forward e-mail
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    摘要(中) 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。
    摘要(英) 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.
    關鍵字(中)
  • 訊息屬性
  • 產品涉入度
  • 轉寄郵件
  • 電子郵件
  • 來源可信度
  • 關鍵字(英)
  • message framing
  • forward mail
  • product involvement
  • source credibility
  • email
  • 論文目次 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
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    口試委員
  • 陳以亨 - 召集委員
  • 李雅靖 - 委員
  • 黃振聰 - 委員
  • 梁定澎 - 指導教授
  • 口試日期 2004-07-17 繳交日期 2004-07-28

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