近年來網際網路與行動裝置的快速發展，且各大社群媒體興起，使訊息傳播速度變得更快，傳播範圍也變得更為廣泛。學者指出假訊息被轉發可能性比起事實被轉發的可能性高出 70 % 之多 (Vosoughi et al., 2018) 。由此可知，假新聞的流傳對於報導中所討論的人物、政治、品牌等影響深遠。對此，本研究品牌資產模型、結構性保證及個人信任傾向如何影響消費者對於品牌的信任程度，並探討假新聞與事實查核新聞事件對消費者品牌信任的影響。細部而言，本研究消費者的初始信任 (T0) 、閱讀假新聞後 (T1)、閱讀事實查核新聞後 (T2) 等三個時點的信任程度，來檢視消費者對品牌的信任改變 (McKnight et al., 2020) 及信任回聲 (Thorson, 2016) 是否將受到假新聞與事實查核新聞的影響。
本研究以線上實驗法 (Online Survey Experiments) 及問卷調查法 (Questionnaire Survey) 進行，蒐集 848 份有效問卷。研究結果顯示：品牌資產、結構性保證與信任傾向對於品牌信任有正向影響。消費者對品牌的信任與新聞來源可信度皆正向影響新聞可信度。假新聞可信度對於品牌信任改變有明顯的影響。然而，雖然事實查核新聞對於信任回聲沒有顯著的正向影響，但根據描述性統計觀察三個時點消費者對於品牌信任的變化，本研究發現事實查核新聞對於假新聞所造成的品牌信任衝擊仍存在些微拯救能力。

In recent years, with the blooming of the Internet, and the rise of various social media, the speed of information dissemination has become faster, and the scope has become wider. Scholars have pointed out that false information is 70% more likely to be retweeted than the truth (Vosoughi et al., 2018). According to this, the spread of fake news has a profound impact on the characters, politics, and brands discussed in the report. Therefore, this study investigates how consumers' brand trust can be influenced by brand equity model, structural assurance, and personal disposition to trust. In addition, we also examine how consumers brand trust change with fake news and fact-tracking news. Considering that consumers may receive fake news and fact-checking news events in different time slot, this study explores consumers’ brand initial trust (T0), the trust after reading fake news (T1), the trust after reading fact-checking news (T2). With examining changes in consumers’ brand trust in three time slots, this study concludes the effect of these news on trust change and belief echoes.
This study designed an online experience and used a survey for data collection. With 848 valid responses, the research findings supported that brand equity, structural assurance and disposition to trust had a significant and positive impact on brand trust. Brand trust and source credibility positively affected news credibility, and fake news credibility had a significant impact on trust change, but fact-checking news credibility had no significant effect on belief echo. When fact-checking news had a slight belief echo, it cannot restore the trust level of consumers to the brand as the initial level.

論文審定書 i
誌謝 ii
中文摘要 iii
Abstract iv
目錄 v
圖次 vii
表次 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 研究目的 3
第二章 文獻探討 5
第一節 品牌資產 (Brand Equity) 5
第二節 假新聞 (Fake News) 與事實查核新聞 (Fact-checking News) 7
第三節 結構性保證 (Structural Assurance) 8
第四節 信任傾向 (Disposition to Trust) 9
第五節 欺騙檢測自我效能 (Deception Detection Self-Efficacy) 9
第六節 推敲可能性模型 (Elaboration Likelihood Model, ELM) 10
第七節 事件驅動理論 (Event-driven Theory) 11
第八節 信任改變 (Trust Change) 與信任回聲 (Belief Echo) 12
第三章 研究方法 15
第一節 研究模型 15
第二節 研究假說 15
第三節 操作型定義 22
第四節 研究設計 24
一、研究對象 24
二、實驗設計 24
三、問卷設計 27
四、資料蒐集 30
第一節 敘述性統計 31
一、樣本敘述性統計 31
二、高低品牌信任分組統計 32
第二節 衡量模型 34
一、共同方法偏誤 34
二、信度 36
三、收斂效度 37
四、區別效度 38
五、共線性 42
第三節 結構模型與假說檢定 43
第五章 結論 47
第一節 討論與結論 47
第二節 學術貢獻 50
第三節 實務意涵 51
第四節 研究限制 52
第五節 未來建議方向 52
第六章 參考文獻 53
附錄：正式研究問卷 61

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