COVID-19疫情的大流行，使得防疫行動成為世界各地非常重視的議題。其中口罩防疫被認為是最有效防止疫情傳染的方法，可即使多項研究表明口罩可以有效防止COVID-19傳染，在世界各地仍然有許多人抗拒戴口罩。本研究的目的為探討網路資訊行為是否會透過人類心理上的變化，例如：知覺嚴重性、知覺易感性、中立化理論及從眾效應，來影響人們戴口罩行為，並且在中立化理論的調節下，是否會減弱對口罩防疫態度。
本研究使用偏最小平方結構方程模型來檢驗假設，在大學以及網路平台發放問卷，並且回收了553個有效樣本。
研究結果發現網路資訊行為會透過社會心理面的從眾效應以及威脅認知面的知覺嚴重性正面影響人們進行口罩防疫的態度。而知覺易感性對口罩防疫態度則沒有顯著影響。此外，中立化理論對口罩防疫態度有直接的正面影響，但其調節作用並不顯著。
透過探討四個構面的關係，分別是：獲取知識面（網站資訊搜尋、社群媒體表達與接收）、威脅認知面（嚇阻理論、健康信念理論）、社會道德面（中立化理論）、社會心理面（從眾效應），本研究有助於更好地理解人們在疫情期間不戴口罩的原因。

Purpose – The pandemic of covid-19 has made epidemic prevention a topic of great importance all over the world. Wearing masks are considered to be the most effective way to prevent the spread of the epidemic, but even though multiple studies have shown that masks can effectively prevent covid-19, many people still resist wearing masks. This study will test the hypothesis of the research model such as, internet behavior will not directly affect the behavior of wearing masks, but it will affect people’s mask-wearing behavior through psychology changes such as the perception of threats and bandwagon effects. And under the moderation of neutralization belief, it will enhance the negative attitude of wearing masks.
Design/methodology/approach – We apply partial least squares structural equation modeling to test the hypotheses, using a sample of 553 valid responses which collected from the online community and university.
Findings – The results indicate that internet behavior will affect people’s mask-wearing behavior through psychology changes such as the perceived severity and bandwagon effects. Perceived susceptibility does not have a significant effect on mask-wearing behavior. In addition, our findings also show that neutralization will directly affect the behavior of wearing masks, but the moderating effect of neutralization belief is not significant.
Originality/value – In this study, we combine four perspectives, there are: knowledge acquisition (web information seeking, social media expression and reception), threat perception (deterrence theory, health belief theory), social morality (neutralization belief), social psychology (bandwagon effect) and create an integrated model to explain people’s mask-wearing behavior. With these perspectives, our study contributes to a better understanding of the reasons why people do not wear masks during the epidemic.

論文審定書 i
摘要 ii
Abstract iii
目錄 iv
圖次 vi
表次 vii
第一章 緒論 1
第一節 研究背景 1
第二節 研究動機 1
第三節 研究目的 4
第二章 文獻探討 5
第一節 知識獲取面：社群媒體表達與接收 5
第二節 知識獲取面：網站資訊搜尋 6
第三節 社會心理面：從眾效應 7
第四節 威脅認知面：嚇阻理論與健康信念模式 8
第五節 社會道德面：中立化理論 10
第六節 口罩防疫行為相關文獻 12
第三章 研究方法 14
第一節 研究模型與假說 14
一、社群媒體表達與接收對感知威脅與從眾效應之影響 15
二、網站資訊搜尋對感知威脅與從眾效應之影響 16
三、從眾效應對口罩防疫態度之影響 16
四、嚇阻理論與健康信念模式對防疫態度之影響 17
五、中立化理論之調節作用 18
六、口罩防疫態度對防疫行為之影響 19
第二節 操作型定義 20
第三節 研究設計 22
一、研究對象 22
二、問卷設計 23
三、資料搜集 26
第四章 資料分析與討論 28
第一節 敘述性統計 28
第二節 衡量模型 29
一、共同方法變異 30
二、信度分析 31
三、收斂效度 32
四、區別效度分析 34
五、共線性 36
第三節 假說檢定 37
第四節 討論 41
一、網路資訊行為對從眾效應之影響 41
二、網站資訊行為對知覺易感性之影響 41
三、網路資訊行為對知覺嚴重性之影響 42
四、從眾效應、知覺易感性、知覺嚴重性對口罩防疫態度之影響 43
五、中立化理論對口罩防疫態度之影響 44
第五章 結論 45
第一節 結論 45
第二節 學術貢獻與實務貢獻 46
第三節 研究限制與未來研究方向 47
參考文獻 48
附件 54

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