在這言論自由及社群網路蓬勃的時代下，社群網路儼然已成為人們發表個人觀點或想法的主要窗口，人們時常利用社群網路來吸收或傳遞知識，導致訊息因輾轉傳播而變異，而在有心人士的操縱下真相便顯得更加模糊，種種因素皆使得社群網路充斥著許多假新聞。現今人們時常利用社群網路滿足自己的心理需求，過去文獻大多探討讀者對於假新聞可信度影響到的分享行為，較少去深入瞭解讀者在網路上使用假新聞的滿足心態或目的因素。本研究主要從讀者的角度去探討，當讀者看到網路上朋友分享的新聞時，該新聞的假新聞特性是否會引起讀者對新聞的虛假性判斷，以及讀者面對假新聞時，在不同的使用與滿足目的想法下會導致的後續行為為何。本研究透過讀者的朋友在社群上轉發知識及娛樂類的新聞情境下為背景，藉由問卷發放的方式取得255份有效問卷 (135份知識類及120份娛樂類版本)，再利用 Partial Least Squares 探索各構面之間的關係。最後研究顯示知識類假新聞相較娛樂類是更容易引起讀者對於假新聞特性或使用目的上的感受，而研究數據也證實讀者對於假新聞特性的感受與使用假新聞的不同滿足目的會影響到讀者接收新聞之後續動作，並且得知讀者對新聞的可信度是無法直接對後續行為產生影響，而是藉由感知新聞的虛假性來影響到後續的相關行為。

This research investigates the relationship between the characteristics of news, perceived fakeness of the news, the gains obtained from the news (through the use and gratification theory), and behavior after reading the news (authenticating, escape and sharing intention). This research used questionnaire survey methods to obtain the relevant data. The data were analyzed using the partial least squares method. The analysis showed that the characteristics of fake news do not directly affect readers’ consequent authenticating, escape and sharing behavior after viewing the fake news. The readers’ consequent behavior is affected, to certain extent, by perceived fakeness and gains obtained after reading the news.

論文審定書 i
誌謝 ii
摘要 iii
Abstract iv
目錄 v
圖目錄 vii
表目錄 viii
第一章 緒論 1
第一節 研究背景 1
第二節 研究動機 2
第三節 研究問題與目的 3
第四節 研究方法與流程 3
第二章 文獻探討與假說建立 5
第一節 假新聞簡介 5
第二節 訊息特性 6
一、吸引性 (attractiveness) 6
二、新穎性 (novelty) 6
三、訊息可信度 (credibility) 6
第三節 讀者的使用與滿足目的 7
一、娛樂 (entertainment) 7
二、社會連結 (social bonding) 7
三、逃避 (escape) 7
第四節 讀者接收新聞之後續行為 8
一、驗證行為 (authenticating) 9
二、分享行為 (sharing intention) 9
三、迴避行為 (avoidance/escape) 10
第五節 感知新聞的虛假性 11
第三章 研究方法 14
第一節 研究架構與假說路徑 14
第二節 研究構面 15
第三節 操作型定義及問項 15
第四節 問卷施測與分析工具 18
一、情境設計 18
二、問卷設計 19
三、研究對象 19
四、分析工具 20
第四章 數據分析 21
第一節 知識類假新聞 21
一、樣本結構 21
二、信度與效度檢定 22
三、研究構面分析 24
四、假說驗證 25
第二節 娛樂類假新聞 27
一、樣本結構 27
二、信度與效度檢定 28
三、研究構面分析 29
四、假說驗證 31
第五章 結論與建議 33
第一節 結論與討論 33
第二節 理論及實務意涵 37
一、理論面 37
二、實務面 38
第三節 研究限制與未來建議方向 39
參考文獻 40

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