信念回聲︰假新聞與事實查核新聞對於品牌情感認同之影響

Belief Echoes: The Impact of Fake News and Fact-checking News on Affection of Brand

林東清(Tung-Chin Lin) ； 傅昶曄(Chang-Yeh Fu) ； 張玲星(Christina Ling-hsing Chang)

《資訊管理學報》 30卷2期 (2023/04) Pp. 137-166

摘要

由於資訊科技的發展，社群網路的無遠弗屆，導致假新聞的傳播管道越趨多重且快速，使得更多的民眾很容易受到假新聞的傳播而受到影響；不過，近來也因為事實查核中心的成立，當民眾自網路收到不合常理的新聞、訊息、影片時，就會自動自發的先行透過事實查核中心檢核這些假新聞、訊息、影片，並刪除之；所以就降低很多新聞、訊息、影片的傳播機會。因為有關商業品牌相關產品的假新聞對企業本身商譽、營收會有很大的負面影響；因此，本研究以新聞媒體報導商業品牌相關的假新聞為研究對象，結合謠言再傳模式、推敲可能性模式、信念回聲，探討假新聞對新聞閱聽者信念回聲的影響。本研究以問卷調查、線上實驗二種研究方法，蒐集210份有效問卷，研究結果發現人們會因為新聞閱聽者的個人涉入、高度的來源可信度、高度的新聞論點品質，強化其相信假新聞的程度；但新聞閱聽者的品牌情感認同與刊載假新聞網站之吸引力均不會對網路假新聞可信度有顯著影響。此外，雖然事實查核可對高度品牌情感認同的新聞閱聽者降低其對假新聞的相信程度，而有信念回聲的現象，卻無法使其對該品牌的態度回到原先的水準。

關鍵字

假新聞 ； 事實查核 ； 謠言再傳模式 ； 推敲可能性模式 ； 品牌情感認同

並列摘要

Due to the development of information technology and the spread of SNS, the dissemination channels of fake news have become multiple and speedy, making more people vulnerable to the spread of fake news. However, FactCheck Center was established recently, when the public receives, and videos in the Internet, they will automatically check fake news through the FactCheck Center first, and delete them. Therefore, it reduces the chances of dissemination of many fake news, information, and videos. Because the fake news about commercial brand-related products will have a great negative impact on the reputation and revenue of business. This study takes the fake news related to commercial brands reported by the news media as the research object, and combines with the rumor retransmission model, elaboration likelihood model, and belief echo to explore the impact of fake news on belief echo of news readers. This study uses two research methods, questionnaire survey and online experiment, and collected 210 valid questionnaires. The results of this research found that news readers will strengthen their belief in fake news because of the high level of personal involvement, the high level of the source credibility, and the high quality of news arguments. Although fact-checking can reduce the level of belief in fake news for news readers with high brand emotional identification, and the phenomenon of belief echoes, but it failed to bring their attitudes toward the brand back to their original levels.

並列關鍵字

Fake news ； Fact-checking ； Rumor retransmission model ； Elaboration likelihood model ； Brand affection

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