媒體可信度及使用動機研究－比較網路新聞媒體及原生新聞媒體

Abstract

網路新聞媒體近幾年已逐漸取代傳統新聞媒體成為使用率最高的新聞媒體之一，更有人因方便性與即時性將其列為第一消息來源。然而網路上大量資訊流通難辨真假，可信度既為新聞媒體的重要特質之一，網路新聞媒體之可信度評價自然也受到關注。另外，網路新聞媒體佔網路之便使用率居高不下，但可信度卻尚有疑慮，其使用者的使用動機也令人好奇。過去研究少有人將網路新聞媒體分類研究，本研究將網路新聞媒體分為兩類，網路新聞媒體及原生新聞媒體，並研究其可信度評價差異、使用動機，及影響可信度評價之因素。 本研究以網路問卷法進行調查，歷經兩週的資料蒐集，請使用者分別針對網路新聞媒體及原生新聞媒體的可信度評分，並探討兩者是否有不同使用動機及兩者的使用動機是否與使用行為相關，最後試圖找出可能與可信度評價相關的變項。研究結果發現原生新聞媒體可信度評價較網路新聞媒體高，且原生新聞媒體與網路新聞媒體有不同使用動機，而兩者的使用動機也能預測使用行為。另外，媒體偏好、媒體依賴，及媒體使用行為都是與可信度評價相關的變項。

Among the most-used news media, internet news media is starting to outrun traditional news media such as TV or newspaper, and some people even list internet news media as the first news source for its convenience and instantaneousness. However, as it is hard to assess the credibility of the explosive information on the internet, the credibility issue of internet news media remains intriguing and therefore will be verified in this research. In addition, the user motivation to utilize one news media with questionable credibility is another interesting issue discussed in this research. To distinguish from other researches, this research categorizes internet news media into internet news media and original news media, studying the credibility difference, user motivation, and possible causes of credibility difference. An online survey lasting for two weeks was adopted to evaluate the credibility of internet news media and original news media respectively, to find out possible causes for credibility difference, and to discuss user motivation and the relationship between user motivation and user behavior. In conclusion, users find original news media more credible than internet news media. Also, there is one different user motivation between the two news media and user motivation is a strong predictor of user behavior. Last, media preference, media reliance, and user behavior are relevant to credibility difference between the two news media.