影響食安假訊息預防與查核行為的因素及其效果

近年來食安問題嚴峻且消費意識高漲，加上網路社群風行，導致假訊息的傳播更為快速，也造成個人、農業與食品加工業受到巨大的傷害。本研究以計劃行為理論為基礎，探討民眾接收食安相關訊息後的行為，希望理解消費大眾對食安假訊息的預防與查核會受到哪些因素所影響？以及這些預防與查核行為會因消費者人口特徵之不同，而產生何種的差異？本研究透過網路問卷收集451份有效問卷，進行統計分析後得知：「使用經驗」、「知覺行為控制」、「能力信任感」和「正直信任感」是影響假訊息預防行為的四大要因。影響訊息查核行為的主要因素則是：「知覺行為控制」、「關懷信任感」、「能力信任感」和「主觀規範」；而消費大眾對查核平台的「正直信任感」，反而會去抑制其查核行為。研究結果亦顯示，女性的食安訊息查核行為明顯高於男性，學歷越高者其預防與查核行為越不積極，居住於中南部的民眾其預防及查核行為皆較北部民眾強。研究者隨後進行專家訪談，以釐清問卷統計結果。訪談結果得知，在假訊息預防與查核上，查核平台除了須降低假訊息的曝光效應外，查核報告重點摘要、查證標記、與媒體分享查核結果等，都可強化民眾對於假訊息的預防習慣。查核平台若能提供特定議題的訂閱、主動通知議題進展，以及公開獎勵參與貢獻，更能增進民眾的事實查核意願。對於平台因「正直信任感」產生的矛盾，則需權衡與網路上的禮貌與隱私。而成立諮議委員會、多元的查核內容、查核工作者自我要求、提出正向敘述內容的查核報告，皆有助於民眾對該查核平台的理解與認同。研究者根據上述結果，對事實查核平台業者的發展和營運，以及如何加強民眾對食安或相關假訊息查核與預防的意願，皆有立論性的建議。據此，也提供政府推動相關政策及法規擬訂之方向參考。

關鍵字

使用經驗；信任感；食品安全；查核行為；計劃行為理論；假訊息；預防行為

並列摘要

Food safety has become severely problematic around the world, and consumer awareness has subsequently increased. This, coupled with the popularity of social media, has led to the rapid spread of misinformation. It has caused great harm to individuals, agricultural and food processing industries. This research is based on the theory of planned behavior and features a discussion of the public’s behavior in relation to food-safety messages. We established factors affecting the consumer precautionary and fact-checking behaviors toward food-safety misinformation as well as differences among these behaviors resulting from variances in consumer demographics. In this study, 451 valid questionnaires were collected online. The results of statistical analyses reveal that user experience, perceived behavior control, ability trust, and integrity trust are the four major factors that affect precautionary behavior in relation to misinformation. The main factors affecting fact-checking behavior are perceived behavior control, benevolence trust, ability trust, and subjective norms. The integrity trust of fact-checking platform would go instead suppress consumers’ message-validating behavior. In addition, the results reveal that the fact-checking behaviors of women are stronger than those of men. Higher education levels are associated with lower propensity to actively vet and validate information. People living in south-central Taiwan exhibit high precautionary and fact-checking behaviors. The researcher then conducted in-depth interviews with experts to clarify the statistical results. The interview results indicated that in terms of misinformation prevention and verification, in addition to reducing the exposure effect of misinformation, the summary of the fact-checking report, the fact-checking mark, and sharing the fact-checking results with the media can strengthen the public’s precautionary behaviors of misinformation. If the fact-checking platform could provide subscriptions for specific topics, proactively notify the progress of the topics, and publicly reward user participation and contribution, it can further enhance the people’s intentions to check facts. For the contradiction caused by the integrity trust of fact-checking platform, it is necessary to weigh the politeness and privacy on the Internet. The establishment of an advisory committee, diverse fact-checking content, self-regulations of fact-checkers, and fact-checking reports with positive narrative content all contribute to the public’s understanding and recognition of the fact-checking platform. Based on the aforementioned result, a series of evidence-based suggestions are provided, including: the development and operation of the fact-checking platform, as well as the way to strengthen the public’s precautionary and fact-checking behaviors for food safety misinformation. Accordingly, the direction for governments to promote the formulation of relevant policies and regulations is also provided.