臺灣博碩士論文加值系統

本研究之主要目的在於探討不同的特性對於引用意圖的影響。研究援引溝通說服模式(Hovland, 1959)為理論基礎，探討訊息內容特性、訊息來源特性及收訊者特質對引用意圖之影響，並根據部落格特性，參考資訊品質、傳播及廣告等相關文獻，期能對部落格之引用意圖有更深入的瞭解。
本研究於文獻探討後，發現因素間存在因果關係，並根據文獻建立假設性模型，探討訊息內容特性之訊息認知有用性、訊息來源者的可信賴性與收訊者的意見領袖特質對引用意圖之影響。另外，訊息內容之即時性、可靠度及廣度越高，代表訊息內容的資訊品質程度越高，會顯著影響到收訊者認知的訊息有用性；而訊息來源者的能力越高，也會顯著影響到訊息來源者的可信賴性。再者，並檢驗訊息內容之資訊品質與訊息來源者的能力對引用意圖的影響。
研究以問卷調查方式進行，透過網路問卷形式進行資料蒐集，以迴歸及路徑分析為資料分析方法。經由統計分析後發現：
1.訊息內容特性中的認知有用性、訊息來源者的可信賴性及收訊者的意見領袖特質皆會影響收訊者的引用意圖
2.訊息內容特性中的即時性無法影響收訊者認知到的訊息有用性及引用意圖。
3.訊息內容特性中的可靠度與廣度無法影響收訊者的引用意圖，但可透過訊息的認知有用性影響引用意圖。
4.訊息來源者的能力無法影響收訊者的引用意圖，但可透過訊息來源者的可信賴性影響引用意圖。
本研究結果顯示溝通說服模式確實可解釋網路上的溝通行為。研究結果對未來網路行銷的發展，也具參考價值。

The purpose of this research is probes the effect of varied characteristics to intention of trackback. The research cites the communication and persuasion theory; discusses the effect which message content, message source, and personality of receiver to intention of trackback. According to the feature of Blog, the research vides previous literatures about the information quality, communication, and advertising in order to the further understanding to intention of trackback.
After reviewing the literatures, this research discovers that the factors emerge the sequenced relations, and then the hypothetical model is established. This research focuses on the effect which perceived usefulness of message, trustworthiness of message source, and opinion leader to intention of trackback. In addition, the message content has those feature, such as timeliness, reliability and scope, it means the degree of information quality is very high. The user feels higher perceived usefulness of message. Moreover, the trustworthiness of message source will be better if the competence of message source is very good. Finally, this research examines the relations among information quality of message content, competence of message source and intention of trackback.
This research proceeds with survey. Data is collected via on-line survey and analyzed by regression and path. The result shows that:
1.Perceived usefulness of message content, trustworthiness of message source, and opinion leader affect the intention of trackback.
2.Timeliness of message content has no effect upon the intention of trackback.
3.Reliability and scope of message content have no effect upon the intention of trackback. They can affect the intention of trackback via perceived usefulness.
4.Competence of message source has no effect upon the intention of trackback. It can affect the intention of trackback via trustworthiness.
The result of this research has proved that the communication and persuasion theory can expect the intention of trackback. The result has reference value for development of internet marketing.

第一章 緖論
1.1 研究背景與動機
1.2 研究問題與目的
1.3 研究流程
第二章 文獻探討
2.1 溝通行為
2.1.1 溝通之定義
2.1.2 網路與實體溝通之差異
2.2 溝通說服理論
2.2.1 說服之定義
2.2.2 溝通說服模式
2.2.3 溝通說服相關研究
2.3 部落格
2.3.1 部落格之定義
2.3.2 部落格特徵
2.3.3 部落格傳播特色
第三章 研究方法
3.1 變數定義與研究架構
3.1.1 訊息內容特性
3.1.2 訊息來源可信度
3.1.3 收訊者特質
3.1.4 引用意圖
3.2 研究假設
3.3 問卷設計與前測
3.4 研究對象
3.5 資料分析方法
第四章 資料分析與研究結果
4.1 樣本資料描述性統計
4.1.1 基本資料統計
4.1.2 實際使用行為統計
4.1.3 實際架設行為統計
4.1.4 實際引用行為統計
4.2 問卷之信度與效度分析
4.2.1 效度分析
4.2.2 信度分析
4.2.3 驗證性因素分析
4.3 相關分析
4.4 迴歸分析
4.5 研究假設檢定
第五章 結論與建議
5.1 研究結論
5.2 研究貢獻
5.3 研究限制
5.4 後續研究建議
參考文獻
附錄

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