在Web2.0時代，由於科技的進步及社群媒體的興起，越來越多人在網路上進行互動，有許多未經證實的訊息也隨之散播於社群媒體間，這些未經證實的訊息我們將他稱之為「謠言」。然而，錯誤的訊息可能會造成個人或組織的傷害，但我們卻無從分辨這些謠言的真實性。回顧以往的文獻，我們發現許多判斷訊息可信度的研究，但在眾多研究中卻很少有研究將社群媒體依賴性納入衡量可信度的考量。與以往的文獻不同，本研究將著重探討社群媒體依賴性對於未經證實的訊息的可信度的影響。
有鑑於此，本研究致力於探討以下兩個問題：(1)哪些因素會影響訊息接收者對於訊息可信度的判斷？(2)接收者對社群媒體的依賴是否會影響對訊息可信度的判斷進而散播訊息？釐清上述問題後，我們希望可以找出哪些因素對於相信未訊息可信度有較大的影響力。而人們是否會被訊息的可信度影響，進而將訊息進一步散播出去呢？
本研究的透過網路問卷形式發放在PTT上，總共收到566樣本，扣除一些資料不完整的樣本，有效樣本總共為551份。最後研究的結果指出訊息內容是否合理、接收者與謠言的傳遞者以及來源網站的專業度都是影響接收者判斷訊息可信度的主要因素，對於理論的貢獻，本研究首次透過三種維度的因子衡量訊息的可信度。除此之外也驗證社群的依賴性也會影響接收者對訊息可信度的判斷，進而傳遞謠言。對於實務方面 本研究提供了一些判斷謠言可信度的準則。

In this era of “Web 2.0,” people have more opportunities than ever to interconnect via online social media. Nowadays, improvements in the Internet allow rumors to become ubiquitous. Stories that are not verified are called rumors. As these unverified messages increase dramatically, false rumors are also on the rise. False rumors can do real harm, regardless of whether the affected party is an individual or an organization, and such rumors often go uncorrected. For these reasons, how to determine whether or not an unverified online message is actually true has become an important question. Previous research has not specifically elaborated on the dimension of media dependency. Thus, this paper focuses on media dependency which changes how the credibility of unverified messages impacts the spreading of rumors.
As stated above, this study explores and analyzes two key research questions:
(1) Which factors impact the unverified message’s credibility and the recipient's attitude toward the rumor? We further explore how different factors affect the recipient’s ability to believe the unverified message.
(2) Can the recipient's media dependency impact the effect of rumor credibility on rumor spread?
By clarifying the above issues, we can determine which factors have the most influence on rumors which people find credible. Do people spread rumors based on the rumor’s high level of credibility?
This study distributed a questionnaire via the Internet using a Google Form which was shared on PTT, the largest terminal-based bulletin board system (BBS) based in Taiwan. Our empirical data was collected from 566 respondents from April 2016 to May 2016. After we discarded incomplete questionnaires, our effective sample size was 551.
The results of this study suggest that the following factors are crucial to judging the credibility of unverified message: the plausibility of the arguments, the expertise of the message source, and the tie between the sender and the recipient. By examining Social Networking Services (SNSs), this thesis also extends our understanding of the spreading of unverified messages. For academic applications, our examination of the factors affecting the spread of unverified messages is based on the Source-Message-Channel-Receiver-Effect (SMCRE) model. This study is the first to focus on three dimensions of perceived credibility in regards to the spreading of unverified messages. Our study also has practical implications in that it provides guidelines for judging the validity of online messages.

論文審定書 i
中文摘要 ii
Abstract iii
Chapter 1 Introduction 1
1.1 Research Background 1
1.2 Motivation 4
1.3 Research Purpose 6
Chapter 2 Literature Review 7
2.1 The SMCRE Model 7
2.2 Rumor 9
2.3 Argument Quality 10
2.4 Source Credibility 11
2.5 Rumor Credibility 12
2.6 Spreading the Rumor 13
Chapter 3 Research Model and Hypotheses 15
3.1 Research Model 15
3.2 Research Hypotheses 19
3.2.1 Unverified Message Credibility and Spread 19
3.2.2 Argument Quality and Unverified Message Credibility 20
3.2.2.1 Consistency 21
3.2.2.2 Plausibility of Arguments 22
3.2.2.3 Repetition 23
3.2.2.4 Supported by Data 25
3.2.3 Recipient and Unverified Message Credibility 26
3.2.3.1 Involvement 27
3.2.3.2 Media Dependence 29
3.2.3.3 Tie Strength 31
3.2.4 Source Credibility and Unverified Message Credibility 34
3.2.4.1 Attractiveness 36
3.2.4.2 Expertise 37
3.2.4.3 Trustworthiness 39
Chapter 4 Research Methodology 40
4.1 Procedure 40
4.1.1 Sample Demographics 42
4.2 Non-Response Bias 44
4.3 Operational Definitions 45
4.3.1 Argument Quality 45
4.3.1.1 Consistency 45
4.3.1.2 Plausibility of Arguments 46
4.3.1.3 Repetition 46
4.3.1.4 Supported by Data 46
4.3.2 Recipient 47
4.3.2.1 Involvement 47
4.3.2.2 Media Dependence 47
4.3.2.3 Tie Strength 47
4.3.3 Source Credibility 48
4.3.3.1 Attractiveness 48
4.3.3.2 Expertise 48
4.3.3.3 Trustworthiness 48
4.3.4 Attitude and Behavior 49
4.3.4.1 Unverified Message Credibility 49
4.3.4.2 Unverified Message Spreading 49
4.4 Measurements 51
4.5 Cross Factor Loading 55
4.6 Common Method Variance 60
4.7 Reliability and Validity 64
Chapter 5 Discussion and Conclusions 71
5.1 Hypothesis Testing: The Structural Model 71
5.2 Discussion 75
5.2.1 Repetition and Unverified Message Credibility 75
5.2.2 Supported By Data and Unverified Message Credibility 76
5.2.3 Attractiveness and Unverified Message Credibility 77
5.3 Conclusions 78
5.3.1 Academic Implications 79
5.3.2 Practical Implications 81
5.3.3 Limitations and Suggestions for Future Study 82
References 84
Appendix 93

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