網路新聞媒體可信度：構面、評價及影響因素之探討

Credibility and Its Influential Factors on Internet News Media

10.6382/JIM.200404.0085

黃錦祥(Jin-Shiang Huang)；梁維國(Wei-Kuo Liang)

可信度 ； 網路新聞媒體 ； 電子新聞報導 ； Credibility ； Internet news media ； Electronic news

資訊管理學報

11卷2期（2004 / 04 / 01）

85 - 108

繁體中文

在大眾化新聞傳播媒體領域中，可信度即是廣為受到重視的議題之一。對於具有即時性、互動性，以及全球化特質的網路新聞媒體而言，可信度更是不可或缺的重要因素。因此，本研究的主要目的，即在於探討與確認網路新聞媒體的可信度構面，並尋找各項影響網路新聞媒體可信度之潛在因素，加以驗證其影響力。此外，本研究也針對網路使用者人口變項及其網路使用行為特性，分析它們是否會對網路新聞媒體可信度的評價產生明顯差異。 本研究利用網路問卷針對台灣地區網路使用者進行調查。從資料分析中發現，網路新聞媒體的可信度包括新聞專業與新聞責任兩個構面，而實證結果顯示，在各項潛在影響因素中，網站互動與既有印象對讀者的網路新聞媒體可信度評價產生顯著正向影響，且此一影響力無論在新聞專業或新聞責任構面上，均能夠清楚地看出。至於介面能力、讀者導向與親切友善等三個因素對網路新聞媒體可信度的影響力，則未獲得支持。在人口及網路使用行為變項中，僅有每日上網時數及每日閱讀新聞時數兩項，會對網路媒體可信度的評價產生明顯差異。

Electronic news on the Internet and World Wide Web (WWW) has now served as public news transmission centers among readers. Beside well-known characteristics such as timeliness, mutual interaction and globalization, electronic, news should also rely heavily on credibility to reach success. The main purposes of this study are to identify the key constructs of credibility on Internet news, to test and verify substantial variables that may influence the perceived credibility of Internet news, and to analyze what demographic variables and usage behaviors will influence the perceived credibility of Internet news media. Data were collected from more than two hundred Internet users in Taiwan by a World Wide Web survey questionnaire. Applying factor analysis, linear regression and ANOVA as analytical methods, we attain several findings. First, the credibility of Internet news media can be categorized into two constructs, namely, news profession and news responsibility. Second, web site interactivity and impression have positive effects on the perceived credibility of Internet news media, and their influences exist in both news profession and news responsibility constructs. However, the influential structures of interface skills, reader orientation and friendliness are not significant. Third, within demographic variables and Internet usage behaviors, users of various news-reading hours and Internet-usage hours per day may have significant differences on perceived credibility of Internet news media.

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