從報章雜誌、傳統電視節目到線上網頁、各類社群媒體上，星座一直是很熱門的話題，不管是星座人格分析、星座運勢都有穩定的流量與互動參與，星座不只是一個娛樂活動，也可以是與身邊好友開展的話題，在學業抑或是事業的壓力之下，星座也不失為對現代人的安慰或抒發。本研究以星座運勢為主題，來更深入的探討什麼樣的人格特質會影響人們對運勢文章的可信度，且運勢文章的可信度又是否會進一步影響讀者反應 (如忽略、占星師可信度)，讀者反應又是否會進而影響讀者的社群媒體參與意願 (如分享意願、持續追蹤意願)。本研究以Instagram作為研究情境中的社群媒體平台，並透過正面與負面兩種不同的星座運勢情境切入，透過問卷取得363份有效問卷 (正面情境186份與負面情境177份)，並使用Partial Least Squares之方法分析各構面之間的關係。從實證數據的結果中，可以得知讀者的人格特質確實會影響他對運勢文章的可信度感受，且運勢文章可信度會進一步影響讀者的反應與其社群媒體參與意願。

Horoscope prediction has always been a popular topic in newspapers, magazines, TV shows, online websites, and various social media platforms. Zodiac signs or horoscope prediction, besides being entertaining, also serves as a popular conversation topic among friends. It can also offer comfort to individuals. This study investigates how individual’s belief in horoscope and satisfaction with life influence their credibility perception of horoscope prediction articles, and how such belief and perception affect their responses to horoscope prediction and subsequent willingness to engage on social media (such as willingness to share the prediction). This study further considers the scenarios of positive and negative horoscope predictions on the Instagram. Partial least squares analysis on 363 valid survey responses (186 for positive prediction scenario and 177 for negative prediction scenario) revealed that belief in horoscope and satisfaction with life influence their perception of the credibility of horoscope articles. Additionally, the credibility of horoscope articles further impacts reader responses and their willingness to engage in horoscope-related social media.

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 研究動機與目的 1
第二節 研究流程 2
第二章 文獻探討與假說建立 3
第一節 讀者背景—占星術信念 3
第二節 讀者背景—生活滿意度 3
第三節 讀者反應—運勢文章可信度 4
第四節 讀者反應—忽略 4
第五節 讀者反應—占星師可信度 5
第六節 社群媒體參與意願—分享意願 5
第七節 社群媒體參與意願—持續追蹤意願 6
第三章 研究方法 8
第一節 研究架構與假說路徑 8
第二節 研究構面 9
第三節 操作型定義與研究問項 9
第四節 問卷施測與分析工具 11
第四章 數據分析 13
第一節 樣本結構—正面 13
第二節 研究構面分析—正面 14
第三節 假說驗證—正面 17
第四節 樣本結構—負面 19
第五節 研究構面分析—負面 20
第六節 假說驗證—負面 22
第五章 結論與建議 24
第一節 結論與討論 24
第二節 管理意涵 26
第三節 研究範圍與限制 27
參考文獻 28

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