農業假訊息的漫布,不僅干擾農產品的市場價格,更影響政府政策的推動,甚至會衍生食安危機。本研究即透過網路調查來理解臺灣消費大眾對一般新聞訊息的閱聽習慣與回應方式,分析民眾對特定農業訊息的涉入度和來源可信度,並洞悉在揭露該訊息不實後,民眾對訊息所指商品的後續消費意願。本研究結果顯示,訊息獲得來源和回應方式並不會顯著地影響農業假訊息所涉商品的消費意願;而常在網路上與人互動的消費者,在獲知訊息虛假後,較不會對該產品產生負面的印象。對訊息涉入度越高的消費者,越會產生正向的消費意願;對特定媒體越信賴的消費者,越容易受到假訊息所影響而產生負向的消費意願。就人口變項而言,女性消費者會較男性更信賴特定的訊息來源;而當假訊息被澄清後,高齡者的消費意願會較其他年齡層更強。
The spread of fake messages not only interferes with the market prices of agricultural products but also affects the promotion of government policies and may even lead to food safety crises. This study employed online surveys to comprehend consumer responses to general news messages in Taiwan, analyzed the message involvement and source credibility of specific agricultural messages, and tried to understand people's willingness to follow up on the goods involved after learning that the messages were fake. The results showed that consumer responses to general messages do not significantly affect the consumption intention of goods involved in fake messages. Consumers who often interact with people on the Internet do not develop negative impressions of the goods involved. Consumers with higher-than-average message involvement have a stronger-than-average consumption intention, while those who rely mostly on specific media are highly susceptible to negative messages and have relatively strong negative consumption intention. In terms of demographic variables, female consumers trust more specific sources of messages than male consumers do and when false messages are clarified, older people have relatively strong consumption intention.