網路使用動機、網路資訊可信度評價與決策參考之間的關聯性

Internet Use Motivations, Perceived Credibility of Online Information, and Decision-Making

10.6195/cjcr.2009.16.10

盧鴻毅(Hung-Yi Lu)；侯心雅(Hsin-Ya Hou)；陳姿蓓(Tzu-Pei Chen)；林玫均(Mei-Chun Lin)；李政忠(Cheng-Chung Lee)

網路使用動機 ； 可信度評價 ； 決策參考 ； internet use motivation ； perceived credibility ； decision-making

中華傳播學刊

16期（2009 / 12 / 01）

255 - 285

繁體中文

本研究探討網路使用動機如何影響網路資訊可信度評價，以及網路資訊可信度評價對決策參考依據的影響。透過網路調查，共收集641份有效問卷。結果發現，在控制性別、年齡及收入等人口變項下，受訪者的網路使用動機愈是為了「增進互動關係」與「資訊尋求」，其對網路資訊可信度評價愈高：但「娛樂需求」與對網路資訊可信度評價之間不具統計上的顯著相關。另外，受訪者對網路資訊可信度評價正向地預測採用網路資訊作為決策參考的依據。

This study aims to explore the influence of Internet use motivations on perceived credibility of online information and the impact of perceived credibility of online information on decision-making. 641 Internet users, recruited through an online survey, completed the questionnaire. After controlling demographic variables (e.g., gender, age and income), ”social interaction” and ”information-seeking” motivations significantly and positively predicted perceived credibility of online information, while there was no statistically significant relationship between ”entertainment” motivation and perceived credibility of online information. This study also found that perceived credibility of online information significantly and positively predicted decision-making.

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