網路匿名訊息之意圖與架構對訊息接收者的影響

由於網際網路的即時性和便捷性，上網尋找資訊已成為人們學習知識的一種重要管道。但是在網路世界中，參與者通常彼此不認識，網路的匿名性帶來的欺騙也時有所聞。而訊息的呈現方式如何影響訊息接收者對訊息信任感與接受度，何種訊息呈現方式的說服力影響較大，是本研究欲探討的課題。本研究以Yahoo知識家的知識分享平台為例，以實驗室實驗的方式，試圖檢視網路使用者在搜尋產品知識或意見時，訊息的意圖與架構對訊息接受者的影響，特別關注在訊息接受度、訊息信任與說服力。實驗結果發現兩者並無交叉效果；而訊息架構對信任的影響高於意圖，負向架構會較讓人信任與接受；同時架構對產品好惡度的影響高於意圖，負向架構會激起更高的產品好惡度；但是意圖對放棄遵循的不安程度的影響高於架構，負向意圖產生高的放棄遵循的不安程度。

關鍵字

訊息意圖；訊息架構；訊息接受度；訊息信任

並列摘要

Due to the characteristics of immediateness and convenience, accessing information through Internet has become an important approach for people who need information. However, in cyberspace, the participants usually don't know each other. Anonymity sometimes brings deceit in Internet. This research focuses on how the way of message presentations could affect the information trust and acceptance. This research applies laboratory experiment approach and uses Yahoo Knowledge+ as an example to understand the effects of message intention and message framing. The results indicate that there is no interaction effect between message intention and message framing. Compared to message intention, message framing has more influence on information trust; people would have more trust and acceptance to negative framing messages. In addition, message framing has more influence on the extent of product like/dislike; negative framing messages could bring more emotion to like/hate the involved product. On the other hand, message intention has more influence on giving up to follow; people would have more uneasy feeling if giving up to follow negative intention messages.