是真的嗎？農業假訊息對消費意願的影響

農業假訊息猶如一顆具高度破壞力的不定時炸彈，會突發性的攻擊國內農企業，形成莫大傷害。然而，假訊息的事實查核與澄清速度，卻遠不及其傳播速度和範圍。本研究主要目的在探討：當農業假訊息被澄清後，消費大眾對新聞訊息的傳播方式，以及對農業訊息的涉入度與其來源的可信度，對消費意願與因應策略產生的影響。本研究文獻探討主題包括有：（一）農業假訊息與其效應；（二）訊息涉入度、來源可信度、傳播方式與消費意願；（三）農業假訊息的因應策略。本研究透過網路問卷調查法，共回收725份問卷，刪除無效樣本後，有效樣本數為707份，再運用SPSS for Windows 21進行統計分析，以敘述統計進行人口變項的分析，再進行平均數、標準差、因素負荷量、t檢定、變異數分析（ANOVA），以及迴歸（regression）等統計分析。本研究結果顯示，「回應新聞方式」會正向影響蜂蜜之消費意願，卻未對活蝦消費意願無影響；「回應新聞方式」也會正向影響蜂蜜和活蝦消費者之假訊息因應策略。此外，蜂蜜及活蝦的「訊息涉入度」皆會正向地影響民眾消費意願；蜂蜜及活蝦的「訊息涉入度」都會正向影響消費者之假訊息因應策略。蜂蜜及活蝦「訊息來源可信度」皆會負向地影響民眾消費意願，但都對假訊息因應策略不會產生顯著的影響。在人口變項方面，當假訊息被澄清後，蜂蜜消費意願沒有男女之別，而男性對活蝦的消費意願高於女性。此外，31~40歲者對「蜂蜜消費意願」顯著高於30歲以下者；而51歲以上者的高齡者「活蝦消費意願」較其他年齡層更強。再則，臺南地區民眾的「蜂蜜訊息來源可信度」及「活蝦訊息來源可信度」皆顯著高於其他地區民眾。農企業可藉本研究結果來理解農業假訊息對一般大眾消費行為的影響，以有效地強化其企業營運。民眾可在採購農產品之前，藉此自我提醒去防範、過濾，和查核訊息。政府相關機構可藉此檢視現行法規之缺失，針對情節重大的農業假訊息製播者，在刑責或賠償上再加衡量，並透過媒體識讀和法律基礎教育來強化國人生活素養，並投資研發生活軟體來協助民眾辨別訊息真偽。

關鍵字

因應策略；來源可信度；訊息涉入度；訊息傳播方式；消費意願；農業假訊息

並列摘要

Fake agriculture messages are like a highly destructive time bomb, which will suddenly attack domestic agricultural enterprises, causing great harm. However, the speed of fact checking and clarification of a fake message are far from the speed and scope of its spread. The purpose of this research is to explore: when fake agriculture messages are clarified, how the consumer’s way of disseminating messages, the involvement of agriculture messages, and the source credibility would affect their consumption intention and coping strategies to fake messages. The literature reviewed in this research include: (1) fake agriculture messages and their effects; (2) message involvement, source credibility, ways to communicate and consumption intention; (3) coping strategies to fake agriculture messages. In this research, a total of 725 questionnaires were collected through an online questionnaire survey. After deleting invalid samples, the number of valid samples was 707. In this research, SPSS for Windows 21 was used for descriptive analysis for consumer demographic variables. Means, standard deviations, factor analysis, t test, ANOVA, and multiple regression were also conducted according to the research needs. The results revealed that ‘ways to communicate messages’ positively affected the consumption intention of honey consumers, but they did not affect the consumption intention of shrimp consumers. In addition, ‘ways to communicate messages’ also positively affected the coping strategies of honey and shrimp consumers. In addition, ‘message involvement’ of both honey and shrimp consumers had positive effects on their consumption intentions and coping strategies. Furthermore, ‘source credibility’ of honey and shrimp consumers negatively affected the consumption intentions of honey and shrimp consumers, but did not affect their coping strategies to fake messages. In terms of demographic variables, when the fake messages were clarified, honey consumption intentions were indifferent between men and women, while men’s intentions to consume shrimp were higher than those of women. In addition, the honey consumption intentions of 31 to 40 years old were significantly higher than the intentions of those under 30 years old; and the shrimp consumption intentions of people over 51 years old were stronger than those of other age groups. Furthermore, the source credibility of people in Tainan was significantly higher than that of people in other regions. On the basis of the research results, agricultural enterprises can understand the impact of fake agriculture messages on the general consumer behavior in order to effectively strengthen their business operations. Before purchasing agricultural products, the public can use our results as a reference or a reminder to prevent, filter, and check the agriculture messages. Relevant government agencies can use the findings to examine the lack of current regulations, to measure the criminal liability or compensation for the fake message producers in serious circumstances, and to strengthen people’s life quality through formal and informal education of media and legal literacy. They can also develop computer software to help people to identify the authenticity of messages.