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研究生:蔡旻芳
研究生(外文):Tsai, Min-Fang
論文名稱:Facebook動態訊息呈現形式對口碑傳播效果之影響—以議題熟悉度和關係強度為調節變項
論文名稱(外文):The impact of Facebook Newsfeed message types on eWOM? Using issue familiarity and tie strength as moderator
指導教授:卓峯志
指導教授(外文):CHO, Feng-Chih
口試委員:許安琪賴盈如
口試日期:2014-07-22
學位類別:碩士
校院名稱:輔仁大學
系所名稱:大眾傳播學研究所碩士班
學門:傳播學門
學類:一般大眾傳播學類
論文種類:學術論文
論文出版年:2015
畢業學年度:102
語文別:中文
論文頁數:161
中文關鍵詞:Facebook網路口碑效果訊息呈現形式文字推薦方式議題熟悉度關係強度
外文關鍵詞:FacebookElectronic word-of-mouthmessage typeissue familiaritytie strengthmessage attitudeforwarding(share) intention
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由於社群媒體網崛起並持續推陳出新,使用人數增多並改變許多人獲取資訊的方式,成為重要的溝通、交換資訊及口碑傳遞的最佳平台。有鑑於此,本研究以社群網站Facebook為工具,旨在探討訊息特性對口碑傳播訊息的影響。除了以訊息接收者的角度探究Facebook「動態訊息形式組合(呈現形式、文字推薦方式)」口碑效果,並進一步觀察接收者的「議題熟悉程度」、訊息傳遞者與接收者的「關係強度」兩項調節變數影響下的口碑效果差異。
研究方法採取實驗法,選擇日前具有話題性及爭議性的《多元成家》議題做為傳播的資訊,以大學生為實驗樣本,透過情境模擬的方式進行測試。針對訊息呈現形式和推薦方式等訊息特性以及人際關係強度,將Facebook動態訊息區分為16種訊息組合搭配,共回收493份有效實驗問卷,以變異數分析進行假說驗證,分別探究其產生的口碑效果及調節效果。
研究結果可歸納下列結論,訊息呈現形式、文字推薦方式的口碑效果有顯著差異,而且彼此間存在交互關係。多線索呈現的訊息會高於以純文字,其效果由高至低依序為影片、超連結、圖片和純文字。對於文字推薦方式而言,事實陳述式訊息的口碑效果比單純推薦訊息更佳。令人意外的發現是,僅有議題熟悉度對訊息呈現形式的調節效果獲得支持;關係強度、議題熟悉度則會以獨立變項正向影響口碑效果。

Word-of-mouth communication has been recognized as a powerful communication medium, and it is also available to internet users in different types of online reviews which can lead to different response and attitude.
This study aims to investigate how message types of the Facebook Newsfeed affect eWOM from the perspective of the message receiver. Besides, we propose that the familiarity of the issue which is mentioned by the newsfeed and tie strength to be the moderators, so as to understand the difference on users toward to the eWOM of newsfeed as they considering the issue familiarity and tie strength. The effect of eWOM contains message attitude and forwarding intention.
To examine the relationship between message type, issue familiarity, and tie strength, there are 493 university students participating in the experience. Take The Draft Bills of “Diverse Family Formation" of Taiwan as a case to study. The messages of Newsfeed are composed of 4 message types and 2 text reviews. We categorize the message type of Newsfeed into four types, including text, picture, hyperlink and clips, while using simple-recommend review and informational review as text reviews.
Overall, the findings of the experiment suggest that different message types, issue familiarity and tie strength lead to distinct responses and effect to the eWOM of Facebook Newsfeed. Furthermore, the result also shows the influence of issue familiarity as moderator on message types. Nevertheless, tie strength have no effect on the type of messages and reviews.

第一章 緒論------------------------------ 1
第一節 研究背景與動機------------ --------1
第二節 研究目的與問題------------ --------4
第三節 Facebook簡介------------- --------6

第二章 文獻探討-------------------------10
第一節 社群網站的口碑傳播----------------10
第二節 口碑資訊呈現形式------------------23
第三節 熟悉度與口碑傳播------------------31
第四節 關係強度與口碑傳播----------------38

第三章 研究方法------------------------- 45
第一節 研究架構------------------------- 45
第二節 研究假設 ------------------------49
第三節 變數衡量與問卷設計---------------- 51
第四節 研究設計------------------------- 58

第四章 資料分析------------------------- 70
第一節 基本檢定分析-------------- --------70
第二節 信度分析------------------------- 74
第三節 假說檢定------------------------- 75
第四節 假設結果彙整-------------- --------97

第五章 結論與建議------------------------99
第一節 研究結果與討論---------------------99
第二節 研究貢獻------------------------- 107
第三節 研究限制------------------------- 109
第四節 未來研究建議-------------- --------110

參考文獻-------------------------------- 112
附錄------------------------------------ 126
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