探討不同網路謠言種類在傳遞過程中的影響—以網路使用者心理動機作為中介變數

Abstract

謠言傳遞的研究自二次大戰以來已有諸多學者探討其相關現象，而網路時代的來臨使得該現象更加的顯著和多元。網路謠言的種類對於傳遞和分享的行為一直以來存在著諸多討論，然而因為種類的少樣性使得該方面之研究顯得較為單調，另外，三大網路使用者心理動機(真相調查、關係增強、自我提升)於過往文獻資料中亦極少進行深入研究，是故，本研究特別劃分了四個網路謠言的種類，分別是合理性、好笑性、恐怖性以及相關性，並試圖探討其對網路使用者心理動機以及謠言傳遞的影響為何。

根據研究架構及假說所進行之研究可以得知，網路使用者心理動機均會對網路謠言的傳遞產生正向的影響；而網路謠言合理性和自我提升動機有正向影響、網路謠言好笑性和關係增強動機有正向影響、網路謠言恐怖性和關係增強動機有正向影響、相關性則是和真相調查動機以及自我提升動機皆有正向影響。

本研究證實了網路謠言之種類確實會對不同的網路使用者心理動機造成影響，且影響的強度和種類不一，也並非所有種類都會對某種網路使用者心理動機產生影響，而是頂多造成一至二種影響。此外，本研究補足了少許網路使用者心理動機方面的文獻資料，因該方面之探討在過去的文獻中涉略不多，因此本研究之研究成果將可豐富該領域之文獻資料。

關鍵字：謠言、網路謠言、謠言種類、網路使用者心理動機、謠言傳遞Since World War II, the phenomenon known as rumor transmission has been explored by many scholars, and now with the dawning of the Internet age, the phenomenon has become even more significant and pluralistic. Internet rumors for the type of transfer and sharing behavior has been discussed, but due to little diversity pertaining to the topic, this aspect of the research seems to be rather monotonous. There can be three defined Internet user psychological motivations: fact-finding, relationship enhancement, and self- enhancement. Related to this topic, there are few in depth studies, thus, this study divided the four types of internet rumors, which include: sense-making, funny , thrill and related. Further, this study attempts to explore the psychological motivation of internet users along with the impact of rumor transmission.

According to the architecture and hypotheses of this study, we find that psychological motivations of Internet users and transmission of Internet rumors provides users with a positive impact; sense-making internet rumors and self- enhancement motivation have a positive impact: funny internet rumors and enhancement- enhancement motivation have a positive impact, thrill internet rumors and enhancement- enhancement motivation have a positive impact, and related internet rumors have positive impact with fact-finding and self- enhancement motivation also had a positive impact.

This study demonstrates the types of Internet rumors of Internet users, and what impact they have on different psychological motivations; the strength and variety of impacts. It is important to note that not all types of rumors will have an impact on some kind of psychological motivation of Internet users, which is most frequent when there are one or two types of influence. In addition, this study mildly complements the literature of psychological motivations of Internet users, due to the discussion of this aspect of the literature, which is very limited in the past, thus the research results of this study will be rich in the field of literature.

Keywords: Rumor, Internet rumor, Rumor types, Psychological motivation of Internet users, Rumor transmission