臺灣博碩士論文加值系統

「謠言」是未經證實的訊息，卻能讓人相信並廣為流傳，甚至對個人、產品、企業及整體市場造成重大衝擊。謠言的重要性是構成謠言的主要因素，而謠言重要性又可區分為謠言本身的重要性及受訊者本身認知其重要性，謠言本身的強度及受訊者的重視兩者交互作用應該會產生更強的謠言效果，在同化對比理論下卻會有相反效果。因此本研究目的想要探討：(1)不同謠言類型(正面卅負面)是否會產生不同的謠言效果；(2)訊息強度越強是否會產生較強的謠言效果；(3)受訊者對謠言越重視是否影響謠言效果；(4)同化對比理論下，訊息強度所產生的反效果。最後本研究依據研究結果提出相關謠言控制建議及作為未來謠言研究的基礎。
本研究以同化對比理論為基礎，探討謠言類型（正面卅負面）、訊息強度（強卅弱）和受訊者的因素來探討謠言的影響；本研究採用準實驗法，對義守大學商學院學生240人採Likert量表進行調查，以探討不同情境下的謠言效果。本研究發現(1)負面謠言較正面謠言產生較強的謠言效果；(2)訊息越強效果可能不會越強；(3)受訊者有較高的涉入程度（切身性）會產生較強的謠言效果；(4)在同化對比理論下，訊息越強烈反而有較差的謠言效果。

The rumor is an unverified message, but people believe and spread the rumor, even influence the individual, product, company and overall market. The importance of the rumor is the main rumor factor and the rumor importance can be dividend into parts: the rumor itself is important and the rumor of the receiver’s perception is important. The mutual affect of the importance of the rumor itself and the rumor importance of the receiver’s perception produces the significant rumor effect. However, the contrast effect will occur under the Assimilation-Contrast effect. Therefore, the objectives of this study want to explore that (1) whether there are different rumor effects when the rumor types are different; and (2) whether the strong message produces the more significant rumor effect; and (3) how much the receivers care the rumor target will produce the different rumor effect; and (4) based on Assimilation-Contrast theory, whether the message strength produce the contrast effect, finally proposal the rumor defense strategy and build the base of the rumor study according to the results of this study.
Based on Assimilation-Contrast theory, this study examined the rumor effects that are present in different rumor types (positive rumor or negative rumor) utilizing two different message strength (strong or weak) on different personal factor. This study adopts the Quasi-experiment and use the Likert 5-point questionnaire to measure 240 students in business department of I-Shou University. This study finds: (1) the negative rumor effect is more significant than the positive rumor effect; (2) The strong message may not produce the significant rumor effect; (3) High involved (relevant) receivers produce the more significant rumor effect; (4) the strong message does not produce the significant rumor effect when the Assimilation-Contrast effect occurs.

CHAPTER1 INTRODUCTION
1.1 Research Background 1
1.2 Research Objectives 3
1.3 Research Significance 3
CHAPTER2 LITERATURE REVIEW
2.1 Rumors 5
2.2 Psychology of Rumor 8
2.3 Assimilation-Contrast Theory 10
2.4 Involvement Theory 12
2.5 Personal Relevance 16
2.6 Rumor Effect 18
CHAPTER3 RESEARCH METHOD
3.1 Research Framework 19
3.2 Research Design 22
3.3 Research Procedure 25
3.4 Manipulation Check 27
3.5 Reliability and Validity Analysis 28
CHAPTER4 DATA ANALYSIS AND RESULT
4.1 Empirical Analysis 29
4.2 Rumor Types on Rumor Effect 32
4.3 Different Rumor Targets on Rumor Effect 33
4.4 Message Strength on Rumor Effect 35
4.5 Personal Involvement on Rumor Effect 37
4.6 Person Relevance on Rumor Effect 45
CHAPTER5 CONCLUSION AND APPLICATION
5.1 Conclusion 53
5.2 Discussion And Implications 58
5.3 Limitations And Future Research 61
REFERENCE 63

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