隨著社群媒體的興起，許多使用者會使用社群媒體做作為傾訴的媒介，透過在社群媒體上發佈自己的問題來尋求讀者的關注和同情。而討拍文是近年來於網路上興起的一種現象，指的是在網路上發布自身掙扎受苦的發文來尋求關注或博取同情。本研究主要從讀者的角度去探討當讀者閱讀完發文者在經歷服務失誤感到後悔的討拍文後，會如何判斷發文者的發文動機，進而去影響到讀者對發文者的感受及對店家的感受，最後影響讀者對發文者和店家行為的分享及回應意圖。另外，也探討情感以及認知兩種後悔產生的不同表達方式對發文者感受及後續行為的影響。本研究透過問卷前測模擬了一篇情感後悔的討拍文和一篇認知後悔的討拍文，分別讓兩組人進行閱讀，並透過問卷方式取得了242份有效問卷(123份閱讀情感後悔討拍文的問卷及119份認知後悔討拍文的問卷)，再進一步使用 Partial Least Squares 方法來找出各構面之間的關係。最終經過實證數據可以得知讀者對於發文者發文動機判斷的不同，會影響讀者內心的感受進而影響討拍文對發文者的效果。另外，本研究數據也得知同理心是使討拍文產生正向效果的關鍵若是讀者對討拍文的內容感到同理，便會正向影響協助發文者的意圖。本研究期望結果為以不同的角度來探討一個社會現象，提供更多有關討拍的文獻，讓更多學者了解討拍文這一社會現象。

"sadfishing" is a phenomenon that has emerged on the internet in recent years, referring to the act of posting articles online detailing one's struggles and hardships to seek attention or garner sympathy. This study considers how readers judge the motivations of authors posting sadfishing articles expressing regret after experiencing service failure. It further explores how such judgments influence readers' perceptions of the authors and the implicated businesses, ultimately affecting readers' intentions to share and respond to the actions of both the authors and the businesses. This research utilized questionnaire surveys to acquire relevant data, and employed the partial least squares (PLS) method for data analysis. The results indicate that the judgment of motivations can impact the effectiveness of sadfishing, and empathy plays a crucial role in readers aiding the authors.

論文審定書 i
摘要 ii
Abstract iii
第一章 緒論 1
第二章 文獻探討與假說建立 4
第一節 討拍文: 4
第二節 後悔 4
第三節 發文者動機的判斷 5
第四節 讀者對發文者的感受 6
第五節 讀者對文章的回應意圖 7
第三章 研究方法 10
第一節 研究架構與假說路徑 10
第二節 研究構面 10
第三節 操作型定義及研究問項 11
第四節 問卷施測與分析工具 14
第四章 數據分析 16
第一節 樣本結構 16
第二節 研究構面分析 17
第三節 假說驗證 21
第五章 結論與建議 26
第一節 結論與討論 26
第二節 實務意涵 27
第三節 未來建議方向 29
參考文獻 30

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