影響網路算命行為因素與動機之探討：找尋網路算命行為之動力心理模式

Searching for the Factors and Motives That Influence Online Fortune-Telling Behavior

算命占星網站在兩岸三地均十分熱門，本研究試圖探討這些網站的使用者人格特質的心理動機特色。經由6,088位網友的線上問卷調查結果發現，網路算命最熱門的項目依序為感情、事業與桃花，而個人的刺激追求傾向、外控傾向、主觀幸福感與自尊心對網路算命行為有正向或負向的效應。上網算命的主要動機為：解決困境、增進瞭解、網路優勢與好奇好玩，前三者能助長網友對網路算命的滿意度與相信度；解決困境與增進瞭解還會增加上網頻次，並強化算命結果對行為之的影響力。因好奇好玩而上算命網站者並不相信算命結果，行為也較不受其結果影響。本研究最後提出對實務界的啟示作為結語。

Online fortune-telling has become quite popular among Internet users, and it may turn out to be quite a promising business as well. This online survey recruited 6,088 Internet users for participation. The author intends to uncover a dynamic psychological model in explaining such online fortune-telling behavior. Three groups of explanatory variables are included: (1) demographics such as gender, age, education, income, and marital status; (2) psychological orientations such as sensation seeking, locus of control, subjective well-being, and self-esteem; (3) motivations such as problem solving, increasing understanding of one's self and others, fun and curiosity, and Internet utilities. Results from the analyses indicate that the majority of Internet users were attracted to the fortune-telling websites for the free trial services, while only 26% of the respondents admitted that they spent money on the online fortune-telling services during the past six months. Reading about romance is the most popular item among both males and females, followed by careers. The three groups of explanatory variables contributed either positively or negatively to various types of online fortune-telling behavior. Results and implications are reported and discussed herein.