博碩士論文 88443006 詳細資訊



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姓名 彭國芳(Kuo-Fang Peng)  查詢紙本館藏   畢業系所 資訊管理學系
論文名稱 新聞網站之態度、媒體可信度與使用傾向之研究
(A Study of the Attitudes, Media Credibility, and Usage Dispositions in e-News Sites)
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摘要(中) 在媒體產業的經營管理議題中，如何透過內容設計的操作來有效營造內容使用者的好感進而影響其媒體使用行為，以增進媒體經營的競爭優勢，一直是媒體研究的核心課題之一。然而，隨著網路生活的逐漸成形，相關的研究文獻體系對於線上媒體的使用者行為研究卻仍相對不足，使得線上內容產業的發展大受阻礙。有鑑於此，本研究系統性地整合了網站態度與媒體可信度兩大研究體系，試圖透過理論模式的推導與實徵的測試，來解析網站的內容如何對線上內容瀏覽者的心理造成影響，以期能有助於線上內容產業內容方略之制定。
本研究以網站內容認知作為探討的觀點，推論內容網站使用者對於網站內容的認知，會透過其網站態度與媒體可信度的印象好感塑造，而最終正向影響其網站之使用傾向，而這樣的研究模型關係會否隨著某些情境因素的變化而產生調節作用，也將是本研究探索的另一主要目標。本研究以國內主要的專業新聞網站作為實證的情境，經過實驗室調查法的實徵收集，在549筆來自不同大學校園的自願學生樣本資料的抽樣規模下，我們運用了結構方程模型技術來嚴格檢測所提出的研究模型。
結果顯示，在計量地控制排除媒體品牌態度的干擾效果後，以網站使用者的內容認知觀點來看，網站內容的資訊性、娛樂性、組織性、互動性可以透過網站態度的塑造，而顯著地正向影響到使用者的未來預期使用與情感忠誠反應，不過，對於媒體可信度而言，除了也可顯著地正向影響使用者的網站態度與未來預期使用，則僅有來自於網站內容的資訊性、互動性與生動性的影響路徑受到支持。而在探索性的情境分析方面，我們發現，本研究所提出的研究模型內部關係，會隨著新聞網站的類型、使用者的性別、使用者的網路經歷、使用者的網路用量，與使用者對於網站的媒體品牌態度的不同，而產生某些顯著的變異。
這樣的研究成果結果除了支持了內容認知觀點對於線上媒體研究的重要性外，也能夠有助於線上媒體業者調整其內容方略的制定與訂定管理計畫，而釐清整體模型關係在不同的新聞網站特性與使用者特性區塊下的變異態勢，也將可深化新聞網站經營者在內容方略制定上的可操作性，使其能夠針對自己的經營特性、用戶特性與品牌強度，發展出更適合自己的內容設計方針。最後，本研究也對管理實務與學術上的意涵做出討論，並提出總體的結論與建議。
摘要(英) How to effectively manipulate web site content tactics to make web site content attractive or favorable for massive web users and keep them revisiting to generate advertising revenue has inevitably become one of the most important issues for the online content business. Despite of the importance and urgency of developing systematic knowledge to guide the web content design for the online content industry, in the literature, there has been relatively little research investigating how the web content perceptions influence web users’’ psychological responses and behavior.
Aiming on responding to this managerial question, the purpose of this study is to propose and test a research model portraying how the web content perceptions generate impacts upon the surfers exposed to content web sites, in addition, the exploration of contingency factors moderating those proposed theoretical relationships is also conducted. Specifically, a research model mainly integrating the AST theoretical model, telepresence theory, functionalism theory of attitudes, and media credibility research, is developed through the web content perception perspective. In order to solidly test this proposed theoretical model, an elaborately designed lab investigation utilizing the structural equation modeling technique is employed.
After collecting and analyzing 549 empirical survey observations of Taiwanese e-News site surfing in a controlled campus lab environment, the result of this study shows that most of our arguments are supported. Overall, effective content perceptual dimensions can help content web surfers to develop positive attitudes toward content sites and increase their perceived media credibility, which can in turn directly or indirectly induce their favorable behavioral usage disposition outcomes, such as expected web site usage and loyalty toward the site. In addition, contingency factors including site type, user’s gender, user’s Internet experiences and daily usage, are explored to be found to moderate some theoretical influencing paths within the proposed research model.
Such a proposed theoretical model with contingentization explorations not only has the potential to enrich the theoretical underpinning of Internet studies but also presents a practical framework to guide content policy formulations for various players with different operational contingencies within the online content industry. Detailed implications for both managerial research and practice are finally discussed.
關鍵字(中) ★ 結構方程模型
★ 電子新聞
★ 媒體可信度
★ 網站態度
★ 線上內容產業
★ 網站內容認知		 關鍵字(英) ★ structural equation modeling
★ e-News
★ perceived media credibility
★ online content industry
★ web content perceptions
★ attitude toward the web site
論文目次 CHAPTER 1. INTRODUCTION 1
1.1 Research Background 1
1.2 Research Motivations and Research Questions 5
1.3 Research Purpose and Scope 11
1.4 Research Process 12
1.5 Expected Contributions 15
CHAPTER 2. LITERATURE REVIEW 16
2.1 The Business Model of the Online Content Providers 16
2.1.1 Value Creation 16
2.1.2 The Economy of the Online Content Business 18
2.1.3 Revenue Sources and Cost Categories 19
2.1.4 Challenges and Opportunities 22
2.2 The e-News Industry 24
2.2.1 Industrial Background 24
2.2.2 Media Characteristics 25
2.2.3 Current Practices of the Industry 26
2.3 Attitude toward the Web Site (Aweb) 29
2.3.1 Background of this Research Area 29
2.3.2 Empirical Studies Related to the Aweb Construct 33
2.3.3 Factors Influencing the Aweb Construct 41
2.3.3.1 Web Design Factors 41
2.3.3.2 Commerce Factors 42
2.3.3.3 User Characteristics Factors 43
2.3.4 Factors Affected by the Aweb Construct 44
2.3.4.1 Web Usage Outcomes 44
2.3.4.2 Marketing Outcomes 44
2.3.5 Deriving the Research Framework of the Aweb Research Agenda 45
2.3.5.1 The Concept of Research Framework 46
2.3.5.2 The Determination of the Framework Schema 47
2.3.5.3 The Current Practice of the Aweb Research 49
2.3.6 Commentary on the Extent Aweb Literature 51
2.4 Media Credibility Research 53
2.4.1 Background of this Research Area 53
2.4.2 Conventional Research Issues Overview 54
2.4.2.1 The Credibility Construct 55
2.4.2.2 Media Credibility Comparisons 56
2.4.2.3 The Associated Factors of Perceived Credibility 57
2.4.3 Online Credibility Studies 59
2.4.3.1 The Structural Reasons of the Online Media Credibility Crisis 59
2.4.3.2 Comparing Online Media with Conventional Medias 60
2.4.3.3 Investigations on the Influencing Factors 62
2.4.4 Commentary on the Extent Credibility Research Literature 63
2.5 Summary 65
CHAPTER 3. RESEARCH MODEL DEVELOPMENT 66
3.1 Conceptual Framework 68
3.2 Theoretical Foundations and Hypotheses 69
3.2.1 Web Content Perceptual Antecedents of the Aweb Construct 70
3.2.2 Proposed Behavioral Disposition Consequences of the A web Construct 76
3.2.3 Effects of the Web Content Perceptual Antecedents on Perceived Media Credibility 78
3.2.4 Effects of Perceived Media Credibility on Attitudinal and Behavioral Dispositions 84
3.2.5 Interrelationships within the Web Content Perceptual Antecedents 86
3.2.6 Control Variable in the Explanatory Model 88
CHAPTER 4. METHODOLOGY 90
4.1 Data Collection and Analytic Methods 90
4.2 Measurement Design 92
4.3 Research Design Summary 97
CHAPTER 5. DATA ANALYSIS FOR HYPOTHESES TESTING 98
5.1 Descriptive Analysis of Full Samples 98
5.2 Preliminary Measurement Validation and Purification 100
5.3 Structural Equation Modeling 100
5.4 Measurement Model Estimation 103
5.5 Structural Model Estimation and Hypothesis Testing 105
5.5.1 Statistical Assumptions 105
5.5.2 Hypothesis Testing 108
5.6 Discussions - Main Effects of the Proposed Theoretical Model 112
5.6.1 The Web Content Perceptual Antecedent Model of Aweb 112
5.6.2 The Web Content Perceptual Antecedent Model of Perceived Media Credibility 114
5.6.3 The Usage Disposition Consequence Model of Aweb 116
5.6.4 The Attitudinal and Usage Disposition Consequence Model of Perceived Media Credibility 116
5.6.5 The Justification for the Mediating Effects of Aweb and Perceived Media Credibility 117
5.6.6 The Extraneous Effects of the Controlling Paths 118
CHAPTER 6. DATA ANALYSIS FOR CONTINGENCY FACTOR EXPLORATIONS 120
6.1 Moderated by Site Type 120
6.2 Moderated by Gender 123
6.3 Moderated by Internet Experience 125
6.4 Moderated by Internet Usage 127
6.5 Moderated by the Attitude toward the Web Site Holder’s Brand 129
6.6 Summary 131
6.7 Discussions - Moderating Effects Explored upon the Proposed Theoretical Model 132
6.7.1 Moderated by Site Type 132
6.7.2 Moderated by Gender 135
6.7.3 Moderated by Internet Experience 136
6.7.4 Moderated by Internet Usage 137
6.7.5 Moderated by the Attitude toward the Web Site Holder’s Brand 139
CHAPTER 7. CONCLUSION 141
7.1 Research Findings Summary 141
7.2 Implications 142
7.3 Contributions 148
7.4 Limitations and Future Research Directions 149
7.5 Concluding Remarks 151
REFERENCES 152
APPENDIX A. Scales Translated into Chinese 169
APPENDIX B. Chinese Questionnaire Surveyed in this Research 171
APPENDIX C. VBScript Program Codes of the Random Assignment Site System 175
APPENDIX D. The Q-Q Plots of the Construct Composite Scores in this Research 179
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指導教授 范懿文、許通安
(Yi-Wen Fan、Tong-An Hsu) 		審核日期 2004-7-7
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