訊息來源、正負面訊息與市場行家特質對網路訊息傳播之影響

The effects of message source, positive or negative message, and market maven personality on the diffusion of Internet messages

網際網路的發達，使得在網路上所進行的口耳相傳現象比傳統人際直接溝通來得容易和迅速，若傳遞的訊息是未經證實的謠言，那麼對於廠商和消費者可能都有很大的損害。本研究探討訊息的來源、訊息內容的正負面，以及消費者的市場行家特質，對於網路上所傳遞的訊息之點閱意願、信任度、轉寄意願和行動意願的影響。研究結果顯示，市場行家特質是最重要的影響因素。熟朋友轉寄的電子郵件和負面訊息會產生較高的點閱意願，負面訊息還會產生較強的行動意願。最後並提供廠商和消費者一些實務上的建議。

As the usage of Internet getting more and more popular, the diffusion of messages through electronic word-of-mouth is more convenient and faster. If the messages are non-verified rumors, they could bring a lot of damage to firms or consumers. This research discusses the effects of message sources, positive or negative messages, and consumers’ market maven personalities on four dependent variables about Internet messages, including reading intention, credibility, forwarding intention, and action intention. The results show that market maven personality is the most important factor. Reading intention is higher when the message is negative or when the source is an e-mail forwarded by familiar friends, and action intention is higher for negative message. Some empirical suggestions for firms and consumers are provided.