臺灣博碩士論文加值系統

網際網路已成為現代人主要資訊來源之一，然而網路裡充滿的未經證實的謠言流傳卻致使其可信度遭受質疑。可信度是新聞媒體的特質，新聞媒體缺乏可信度可能導致聲譽受損，而做為新興資訊來源的網路媒體若可信度遭受質疑，其發展也將受阻礙。然而與傳統新聞媒體研究相較，有關網路媒體可信度的探討相對少見。究竟閱聽人對網路媒體可信度的評估為何？影響因素又是哪些？網路媒體特性是否影響網路媒體可信度？這些都是本研究欲探討的問題。
本研究以網際網路做為一種資訊媒體的角度出發，在1999年底以全球資訊網問卷調查法，歷經兩週，請受訪者針對廣播、雜誌、報紙、電視及網路等傳統及新興媒體，及不同種類網路媒體分別進行可信度評分，並試圖找出影響網路媒體可信度的因素。結果發現閱聽人對網路媒體可信度的評估仍顯保守，而居住地、年齡、收入、教育程度、有無網路管理經驗、最常使用網路功能及平均一天使用網路時數會影響受訪者對網路媒體可信度的評估。在網路媒體特性方面，大多受訪者認為網路近用、匿名特性會降低他們對網路可信度的評估，而即時快速、雙向互動、多媒體及超連結等特性會提高其對網路媒體可信度的評估。

目錄
第一章 緒論………………………………………………………………………..1
第一節 研究動機……………………………………………………………………..1
第二節 研究背景……………………………………………………………………..5
一 網際網路發展歷史…………………………………………………………..5
二 網際網路使用現況…………………………………………………………..6
三 網路媒體發展現況…………………………………………………………..7
四 小結…………………………………………………………………………..8
第三節 研究目的……..………..……………………………………………………..9
第四節 研究範疇界定………………………………………………………………10
一 網際網路及網路媒體………………………………………………………10 二 研究對象……………………………………………………………………10
第二章 文獻探討………………………………………………………………...11
第一節 網路、媒體與社會…………………………………………………………11
一 媒體與社會…………………………………………………………………11
二 網路，媒體與社會…………………………………………………………13
三 小結…………………………………………………………………………24
第二節 資訊來源與新聞媒體可信度………………………………………………25
一 可信度的概念………………………………………………………………25
二 資訊來源可信度研究歷史…………………………………………………26
三 新聞媒體可信度研究歷史…………………………………………………27
四 媒體可信度測量方式………………………………………………………42
五 小結…………………………………………………………………………46
第三節 網路媒體可信度評估及其影響因素………………………………………48
一 網路研究概況………………………………………………………………48
二 網路媒體可信度評估相關研究……………………………………………49
三 網路媒體可信度綜合討論…………………………………………………55
四 小結…………………………………………………………………………60
第四節 研究架構…………………………………………………………………..61
第三章 研究方法………………………………………………………………...63
第一節 調查方法及對象擇定………...……………………………………………63
一 調查方法之擇定……………………………………………………………63
二 調查對象之擇定……………………………………………………………63
第二節 資料收集方法…………………………………………………………..….65
第三節 問卷設計與題項擬定……………………….…………………..…………66
一 問卷設計……………………………………………………………………66
二 問卷題項擬定………………………………………………………………68
第四節 問卷執行與回收…………………………...………………………………73
一 前測…………………………………………………………………………73
二 正式施測……………………………………………………………………74
三 問卷宣傳與誘答……………………………………………………………74
第五節 回收資料處理與分析方法…………………………………………...……77
一 樣本過濾……………………………………………………………………77
二 統計方法……………………………………………………………………77
第四章 資料分析……………………………………………………………….. 79
第一節 描述分析……………………………………………………………………79
一 人口變項描述分析…………..……………………………………………. 79
二 媒體使用行為描述分析……………………………………………………81
三 小結…………………………………………………………………………86
第二節 傳統及網路媒體可信度評分相關分析……………………………………87
一 五種不同媒體可信度總體得分……………………………………………87
二 五種媒體在不同可信度面向得分…………………………………………89
三 網路媒體可信度不同指標得分……………………………………………90
四 八種不同網路媒體可信度得分……………………………………………91
第三節 網路媒體可信度影響因素相關分析………………………………………92
一 網路媒體可信度影響因素關聯性分析……………………………………92
二 網路五種不同可信度指標影響因素相關分析……………………………95
三 不同網路媒體可信度影響因素相關分析…………………………………97
四 網路媒體特性影響因素相關分析…………………………………………99
五 網路媒體可信度影響因素迴歸分析……………………………………..101
六 小結………………………………………………………………………..104
第四節 網路媒體與網路媒體特性相關分析……………………………………..106
一 因素分析…………………………………………………………………..106
二 網路媒體類型、網路特性因素與人口變項、媒體使用行為關聯性分析..109
三 小結………………………………………………………………………..111
第五章 結論……………………………………………………………………..112
第一節 研究發現及討論…………………………………………………………..112
一 研究發現…………………………………………………………………..112
二 研究討論…………………………………………………………………..115
第二節 研究貢獻、啟示及建議…………………………………………………..120
一 研究貢獻…………………………………………………………………..120
二 研究啟示…………………………………………………………………120
三 研究建議…………………………………………………………………122
第三節 研究限制及反思…………………………………………………………..125
一 研究限制…………………………………………………………………..125
二 研究反思…………………………………………………………………..125
參考書目………………………………………………………………………….127
附錄………………………………………………………………………………..134
附錄一 致各網站尋求合作協助函………………………………………………134
附錄二 網路問卷範本……………………………………………………………135
附錄三 刪除樣本一覽表…………………………………………………………139
附錄四 相關統計表格及研究摘要………………………………………………146
附錄五 編碼表……………………………………………………………………150

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