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題名 影響網路謠言傳播的因素及擴散模式-由電子郵件謠言的散播與企業闢謠作為談起
The Determinants of Internet Rumor Diffusion - Patterns of E-mail Based Rumor Diffusion and Corporate Clarification Strategies
作者 鍾宏彬
Chung, Hung Pin
貢獻者 別蓮蒂
Bei, Lien-Ti
鍾宏彬
Chung, Hung Pin
關鍵詞 網路謠言
傳播模式
電子郵件
企業策略
危機管理
Internet Rumor
Diffusion Model
E-mail
Corporate Strategy
Crisis Management
日期 2002
上傳時間 18-Sep-2009 13:18:51 (UTC+8)
摘要 網際網路是繼電子計算機發明後，帶給人類最大衝擊的一項革命，它突破了地理的籓籬，資訊的流動可以在極短暫的時間內跨越國界，這是其他媒體所望塵莫及的。而這種傳播特性最為人所詬病的問題之一，就是網路謠言的充斥。透過E-mail、BBS、NEWS、WWW等各種不同的管道散播出來的謠言，不僅可能造成個人的名譽受損、企業的形象破壞，許多的犯罪手法也因而產生。就企業主而言，網路謠言的殺傷力莫過於對公司形象與品牌聲譽的損害，而如何防範與澄清消息的正確性，已成為企業公關與危機管理的重要一環。
本研究則分析現有的謠言與消息來源理論，探討謠言的結構、傳播過程以及其社會心理成因等，並比較電腦中介傳播 (CMC) 與一般謠言口耳相傳 (FtF) 之下的謠言特性，以及探討傳統大眾媒體與網路媒介傳播謠言效果之差異，歸納出影響謠言傳播的可能因素包括謠言的可相信度、渾沌不安、訊息特性、涉入度、網路訊息惰性、人口統計變數與網路使用行為等。利用這些可能的變數，本研究設計兩組實驗來衡量謠言散播與闢謠效果，實驗一利用可相信度與渾沌不安兩個變數操弄謠言，並以小樣本的散播實驗來衡量謠言操弄的結果，探討謠言散播模式與影響變數，並以計數器追溯謠言散播的情形，來了解謠言散播的真實面貌；實驗二則以類似的實驗方法，選擇一則已發生的網路謠言案例來研究謠言散佈模型，並以發送闢謠信件的方式來探討其謠言防治效果。
實驗一在經網路謠言散播實驗之後，發現操弄變數的差異並不顯著，故實驗一改採Regression檢定，最後發現可相信度、訊息特性與渾沌不安是影響謠言散播的主要因素，網路訊息惰性則對謠言散播有間接影響效果，而可相信度有部分的中介效果；在電子郵件闢謠實驗方面，實驗二發現可相信度與網路訊息惰性對訊息的散播有顯著影響效果，而可相信度有部分的中介效果。由此可知，兩個實驗的散佈模式並不相同，其原因有可能是因為涉入度的差異。另外，兩個實驗皆發現經由電子郵件散播的訊息符合創新採用理論，其中實驗一的謠言與實驗二的闢謠訊息為Rogers所說的不完全散佈模式，而實驗二的謠言則為所謂的「S」形創新散佈曲線。
此外，本研究利用謠言的追蹤計數，得到了散播曲線與訊息散播方程式，並估計而求出了謠言的散播速度。由追溯的結果得知，網路謠言傳播的速度十分快速，尤其實驗二的謠言在第2.2日時就達擴散曲線的反曲點，一星期內散佈的人數高達原來樣本數的兩倍；相反的，不被眾人散播的謠言可以在短短幾天之內就趨於平息。而本研究也對網路訊息的「散播者」與「非散播者」作出比較，發現散播者的散佈可能性、對謠言的相信度、渾沌不安等都比非散播者高，但網路訊息惰性則較低。在粗淺的瞭解這群可能的網路「意見領袖」之後，企業界可以專注於這群人作有效的闢謠公關活動，讓網路謠言的管理更有效率。
最後，本研究彙整謠言的應對策略，並對企業因應謠言的危機管理的模式，提出許多的方案與建議，讓企業界在面對網路謠言時，能有參考的依循，並將損害減至最低。
Not only has the internet increased the efficiency of communication, it has also brought out severe crises in the real world. Messages can be circulated all over the world in just seconds. As a result, geographical barriers have been virtually broken down. However, while rumors and hoaxes can easily be distributed through e-mail, BBS, news group, and so on, such false information may cause severe damage to individuals and corporations concerned, even trigger criminal offenses. How to prevent potential damage of commercial reputations which may cause by internet rumors and clarify the existing grapevines is one of the most important issues each corporation needs to address in the present information society.
This thesis is inclined to find out the differences between Computer Mediated Communication (CMC) and Face-to-Face (FtF) Communication in terms of the variables which affect the diffusion of rumors, i.e. Credibility, Anxie-uncertainty, Message Property, Involvement, Internet Inertia, demographical variables, and personal internet behavior. Two experiments are designed in this research. Exp.1 operates Credibility versus Anxie-uncertainty into four rumors and illustrates the correlation between Diffusion Possibility and each of the aforesaid independent variables which can facilitate establishing the diffusion model for Internet Rumors accordingly. Exp.2 is an empirical study based on the diffusion model built up in Exp.1. A pre-selected existing rumor is used as the research sample. It remodels the rumor diffusion and measures the clarification effect through e-mail as well. Moreover, both experiments use Site Meter to trace the mechanism of rumor diffusion. Numbers of the rumor being viewed and its responses and clarifications can be easily counted.
According to experiments, Credibility and Anxie-uncertainty are originally well operated in pretests. However, the manipulated variables are not fully distinguished in Exp.1. Hence, Regression is employed to test the hypotheses and as a result, Credibility, Anxie-uncertainty, and Message Property are the key variables that directly influence rumor diffusion in Exp.1 while Internet Inertia has indirect effect on the outspread of a rumor. In Exp.2, both Credibility and Internet Inertia play important roles in the diffusion behavior while Credibility acts as a partial mediating variable in this case. Additionally, this research also shows the possibility and degree that Involvement might be the factor which causes discrepancy between these 2 models. However, it needs to be confirmed by further research. Moreover, both models fit the Distribution Theory of Innovations developed by Rogers. Rumors in Exp.1 and clarify message in Exp.2 are both Unsuccessful Diffusion while rumor in Exp. 2 belongs to S-shaped Normal Diffusion.
Incidentally, diffusion curves and the function of rumor diffusion are obtained to work out through simulation equations and so are the diffusion rates, which surprised us for their rapid distribution. The inverse point was reached in the 2.2 days after the rumor message was distributed in Exp.2, and almost two folds of the original group numbers were reached in just one week. On the other hand, rumors which were not circulated would be quelled in few days. Comparisons between the Distributor and the Non-distributor in the Internet society are also made in this study in facilitating the management of corporate grapevines. The Distributor believes rumors and are more aggressive in rumor distribution and shows higher Anxie-uncertainty, while their Internet Inertia are lower than Non-distributor. Knowing more about the so-called Internet “Opinion Leader” helps corporations focus on crisis management by initiating effective public activities not only because they are cores of grapevines but are also easier to approach than others.
Finally, various corporate strategies of confining rumors are developed in the thesis. Suggestions and alternatives are provided in conclusion. Corporate administrators can therefore take them for reference when dealing with rumor-caused crises.
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描述 碩士
國立政治大學
企業管理研究所
88355021
91
資料來源 http://thesis.lib.nccu.edu.tw/record/#G0088355021
資料類型 thesis
dc.contributor.advisor 別蓮蒂zh_TW
dc.contributor.advisor Bei, Lien-Tien_US
dc.contributor.author (Authors) 鍾宏彬zh_TW
dc.contributor.author (Authors) Chung, Hung Pinen_US
dc.creator (作者) 鍾宏彬zh_TW
dc.creator (作者) Chung, Hung Pinen_US
dc.date (日期) 2002en_US
dc.date.accessioned 18-Sep-2009 13:18:51 (UTC+8)-
dc.date.available 18-Sep-2009 13:18:51 (UTC+8)-
dc.date.issued (上傳時間) 18-Sep-2009 13:18:51 (UTC+8)-
dc.identifier (Other Identifiers) G0088355021en_US
dc.identifier.uri (URI) https://nccur.lib.nccu.edu.tw/handle/140.119/34920-
dc.description (描述) 碩士zh_TW
dc.description (描述) 國立政治大學zh_TW
dc.description (描述) 企業管理研究所zh_TW
dc.description (描述) 88355021zh_TW
dc.description (描述) 91zh_TW
dc.description.abstract (摘要) 網際網路是繼電子計算機發明後，帶給人類最大衝擊的一項革命，它突破了地理的籓籬，資訊的流動可以在極短暫的時間內跨越國界，這是其他媒體所望塵莫及的。而這種傳播特性最為人所詬病的問題之一，就是網路謠言的充斥。透過E-mail、BBS、NEWS、WWW等各種不同的管道散播出來的謠言，不僅可能造成個人的名譽受損、企業的形象破壞，許多的犯罪手法也因而產生。就企業主而言，網路謠言的殺傷力莫過於對公司形象與品牌聲譽的損害，而如何防範與澄清消息的正確性，已成為企業公關與危機管理的重要一環。
本研究則分析現有的謠言與消息來源理論，探討謠言的結構、傳播過程以及其社會心理成因等，並比較電腦中介傳播 (CMC) 與一般謠言口耳相傳 (FtF) 之下的謠言特性，以及探討傳統大眾媒體與網路媒介傳播謠言效果之差異，歸納出影響謠言傳播的可能因素包括謠言的可相信度、渾沌不安、訊息特性、涉入度、網路訊息惰性、人口統計變數與網路使用行為等。利用這些可能的變數，本研究設計兩組實驗來衡量謠言散播與闢謠效果，實驗一利用可相信度與渾沌不安兩個變數操弄謠言，並以小樣本的散播實驗來衡量謠言操弄的結果，探討謠言散播模式與影響變數，並以計數器追溯謠言散播的情形，來了解謠言散播的真實面貌；實驗二則以類似的實驗方法，選擇一則已發生的網路謠言案例來研究謠言散佈模型，並以發送闢謠信件的方式來探討其謠言防治效果。
實驗一在經網路謠言散播實驗之後，發現操弄變數的差異並不顯著，故實驗一改採Regression檢定，最後發現可相信度、訊息特性與渾沌不安是影響謠言散播的主要因素，網路訊息惰性則對謠言散播有間接影響效果，而可相信度有部分的中介效果；在電子郵件闢謠實驗方面，實驗二發現可相信度與網路訊息惰性對訊息的散播有顯著影響效果，而可相信度有部分的中介效果。由此可知，兩個實驗的散佈模式並不相同，其原因有可能是因為涉入度的差異。另外，兩個實驗皆發現經由電子郵件散播的訊息符合創新採用理論，其中實驗一的謠言與實驗二的闢謠訊息為Rogers所說的不完全散佈模式，而實驗二的謠言則為所謂的「S」形創新散佈曲線。
此外，本研究利用謠言的追蹤計數，得到了散播曲線與訊息散播方程式，並估計而求出了謠言的散播速度。由追溯的結果得知，網路謠言傳播的速度十分快速，尤其實驗二的謠言在第2.2日時就達擴散曲線的反曲點，一星期內散佈的人數高達原來樣本數的兩倍；相反的，不被眾人散播的謠言可以在短短幾天之內就趨於平息。而本研究也對網路訊息的「散播者」與「非散播者」作出比較，發現散播者的散佈可能性、對謠言的相信度、渾沌不安等都比非散播者高，但網路訊息惰性則較低。在粗淺的瞭解這群可能的網路「意見領袖」之後，企業界可以專注於這群人作有效的闢謠公關活動，讓網路謠言的管理更有效率。
最後，本研究彙整謠言的應對策略，並對企業因應謠言的危機管理的模式，提出許多的方案與建議，讓企業界在面對網路謠言時，能有參考的依循，並將損害減至最低。		zh_TW
dc.description.abstract (摘要) Not only has the internet increased the efficiency of communication, it has also brought out severe crises in the real world. Messages can be circulated all over the world in just seconds. As a result, geographical barriers have been virtually broken down. However, while rumors and hoaxes can easily be distributed through e-mail, BBS, news group, and so on, such false information may cause severe damage to individuals and corporations concerned, even trigger criminal offenses. How to prevent potential damage of commercial reputations which may cause by internet rumors and clarify the existing grapevines is one of the most important issues each corporation needs to address in the present information society.
This thesis is inclined to find out the differences between Computer Mediated Communication (CMC) and Face-to-Face (FtF) Communication in terms of the variables which affect the diffusion of rumors, i.e. Credibility, Anxie-uncertainty, Message Property, Involvement, Internet Inertia, demographical variables, and personal internet behavior. Two experiments are designed in this research. Exp.1 operates Credibility versus Anxie-uncertainty into four rumors and illustrates the correlation between Diffusion Possibility and each of the aforesaid independent variables which can facilitate establishing the diffusion model for Internet Rumors accordingly. Exp.2 is an empirical study based on the diffusion model built up in Exp.1. A pre-selected existing rumor is used as the research sample. It remodels the rumor diffusion and measures the clarification effect through e-mail as well. Moreover, both experiments use Site Meter to trace the mechanism of rumor diffusion. Numbers of the rumor being viewed and its responses and clarifications can be easily counted.
According to experiments, Credibility and Anxie-uncertainty are originally well operated in pretests. However, the manipulated variables are not fully distinguished in Exp.1. Hence, Regression is employed to test the hypotheses and as a result, Credibility, Anxie-uncertainty, and Message Property are the key variables that directly influence rumor diffusion in Exp.1 while Internet Inertia has indirect effect on the outspread of a rumor. In Exp.2, both Credibility and Internet Inertia play important roles in the diffusion behavior while Credibility acts as a partial mediating variable in this case. Additionally, this research also shows the possibility and degree that Involvement might be the factor which causes discrepancy between these 2 models. However, it needs to be confirmed by further research. Moreover, both models fit the Distribution Theory of Innovations developed by Rogers. Rumors in Exp.1 and clarify message in Exp.2 are both Unsuccessful Diffusion while rumor in Exp. 2 belongs to S-shaped Normal Diffusion.
Incidentally, diffusion curves and the function of rumor diffusion are obtained to work out through simulation equations and so are the diffusion rates, which surprised us for their rapid distribution. The inverse point was reached in the 2.2 days after the rumor message was distributed in Exp.2, and almost two folds of the original group numbers were reached in just one week. On the other hand, rumors which were not circulated would be quelled in few days. Comparisons between the Distributor and the Non-distributor in the Internet society are also made in this study in facilitating the management of corporate grapevines. The Distributor believes rumors and are more aggressive in rumor distribution and shows higher Anxie-uncertainty, while their Internet Inertia are lower than Non-distributor. Knowing more about the so-called Internet “Opinion Leader” helps corporations focus on crisis management by initiating effective public activities not only because they are cores of grapevines but are also easier to approach than others.
Finally, various corporate strategies of confining rumors are developed in the thesis. Suggestions and alternatives are provided in conclusion. Corporate administrators can therefore take them for reference when dealing with rumor-caused crises.		en_US
dc.description.tableofcontents 第一章 緒論 1- 1
第一節 研究動機 1- 1

第二節 研究背景 1- 4
一、 網際網路發展史 1- 4
二、 網際網路發展現況 1- 5
三、 台灣網際網路使用情形 1- 6

第三節 研究目的與範疇 1- 9

第二章 文獻探討 2- 1
第一節 近代傳播理論與模式發展 2- 2
一、 基本傳播型態與模式 2- 2
二、 資訊網路下的新媒介傳播型態與模式 2- 3
1. 電子傳媒的衝擊 2- 3
2. 網路媒體的特性 2- 5
3. 網路傳播型態與模式 2-10

第二節 網路媒體對個人、社會與傳播理論的衝擊 2-15
一、 電腦與網路媒體對個人生活的衝擊 2-15
二、 網路媒體對社會的衝擊 2-16
三、 網路媒體對傳播與新聞理論的衝擊 2-17
1. 網路架構下傳播模式的演變 2-17
2. 網路對新聞產業與理論的影響 2-19

第三節 謠言散播 2-23
一、 謠言的定義 2-23
二、 謠言的分類 2-24
三、 謠言存在的原因與功能 2-26
四、 網路媒介與謠言散播 2-28
1. 一般謠言傳播模式 2-29
2. 電子郵件與謠言散播 2-31
3. 其它網路謠言散播方式 2-32
4. 網路謠言與大眾傳媒的接軌 2-35

第四節 謠言研究之發展與相關理論 2-37
一、 心理與社會學謠言散播之研究 2-37
1. Allport與Postman的謠言理論 2-37
2. 近代謠言理論的發展 2-38
3. 謠言研究的相關社會心理學理論 2-41
二、 傳播理論觀點下謠言散播之研究 2-41
1. 二級傳播與創新散播 2-41
2. 消息的擴散 2-44

第五節 謠言散播的相關變數 2-47
一、 衡量謠言散播的方式 2-47
二、 相信謠言與散播謠言的關係 2-47
三、 影響謠言散播的因素 2-49
1. 謠言來源對謠言散播的影響 2-49
(1). 謠言來源的可信度 2-49
(2). 意見領袖的影響 2-51
2. 謠言內容對謠言散播的影響 2-51
(1). 謠言內容的真實度 2-51
(2). 謠言內容種類 2-52
3. 受眾特質對謠言散播的影響 2-53
(1). 謠言受眾的不安 2-53
(2). 謠言受眾所感受的不確定性 2-55
(3). 涉入程度 2-56
(4). 社會認知與從眾性 2-57
(5). 教育程度、職業與社會階層 2-58
(6). 性別差異 2-58
4. 網路環境對謠言散播的影響 2-59
(1). 網路訊息惰性 2-59
(2). 網路謠言的散佈方式 2-60
(3). 網路媒體特性 2-61
四、 創新採用理論與謠言散佈 2-61

第六節 網路謠言防治與企業危機管理 2-62
一、 網路媒體與企業公關 2-62
二、 網路危機管理 2-63
三、 謠言的防治策略 2-64
四、 防治網路謠言的方法 2-67

第七節 小結 2-70

第三章 研究方法 3- 1
第一節 研究變數與架構 3- 1

第二節 研究假設 3- 4

第三節 研究工具 3- 6
一、 調查方法之選擇與實驗大綱 3- 6
1. 實驗一：操弄謠言 3- 6
2. 實驗二：謠言與闢謠訊息比較 3- 6
二、 調查對象之擇訂 3- 7
三、 抽樣與問卷施測方法 3- 7
四、 問卷設計 3- 7
1. 第一部份：網路訊息內容 3- 7
2. 第二部分：傳播訊息的可能性 3- 8
3. 第三部分：訊息的傳遞 3- 8
4. 第四部分：對訊息的態度 3- 9
5. 第五部分：個人對此事件的感受 3-10
6. 第六部分：個人一般看法 3-12
7. 第七部分：對網路訊息的態度 3-14
8. 第八部分：網路轉信行為 3-15
9. 第九部分：個人基本資料 3-15

第四節 實驗步驟與方法 3-17
一、 實驗一：四則謠言操弄 3-19
1. 謠言的選擇 3-19
2. 前測 (I) ─ 決定標的謠言 3-20
3. 前測 (II) ─ 修改與操弄標的謠言 3-23
4. 前測 (III) ─ 底定四則操弄謠言 3-26
5. 徵詢網路志願者與電郵名單 3-30
6. 實驗進行步驟與程序 3-32
二、 實驗二：謠言與闢謠訊息的比較 3-34
1. 謠言與闢謠訊息的選擇 3-34
2. 實驗受眾的電郵名單 3-34
3. 實驗進行步驟與程序 3-35

第四章 結果分析：實驗一 4- 1
第一節 樣本結構與變數之描述性分析 4- 1
一、 人口統計變數 4- 2
二、 網路使用行為 4- 4
三、 訊息散佈行為 4- 6

第二節 操弄檢定 4- 9
一、 可相信度 4- 9
二、 渾沌不安 4- 9

第三節 謠言散佈行為的統計分析 4-11
一、 影響謠言散佈的模式 4-11
二、 影響謠言散佈的自變數信效度分析 4-12
1. 訊息可相信度的信效度分析 4-12
2. 不安與不確定性的信效度分析 4-13
3. 涉入度的信效度分析 4-13
4. 訊息特性的信效度分析 4-15
5. 網路訊息惰性的信效度分析 4-16
三、 模式簡化與迴歸分析 4-17
1. 模式變數縮減 4-18
2. 模式自變數的相關分析 4-19
3. 影響謠言散佈變數的迴歸分析 4-20
4. 模式的驗證-中介變數檢定 4-21
5. 加入性別變數的模式檢定 4-24

第四節 訊息散佈模型 4-25
一、 訊息點閱人數與瀏覽人次 4-25
二、 散佈模式分析 4-26
1. 散佈可能性比較 4-26
2. 散佈速率與數學模式分析 4-27

第五節 散佈者與非散佈者的比較 4-29

第六節 前測 (III) 與實驗一的比較 4-31

第七節 小結 4-32

第五章 結果分析：實驗二 5- 1
第一節 樣本結構描述分析 5- 1
一、 人口統計變數 5- 1
二、 網路使用行為 5- 3
三、 訊息散佈行為 5- 6

第二節 謠言組與闢謠組的比較 5- 8
一、 謠言與闢謠訊息的比較 5- 8
1. 可相信度比較 5- 8
2. 渾沌不安比較 5- 9
3. 訊息特性比較 5- 9
二、 謠言組與闢謠組受眾感受的比較 5-10
1. 受眾感受到的重要度與涉入度 5-10
2. 網路訊息惰性 5-11
3. 閱讀仔細度與訊息散佈可能性 5-12

第三節 謠言與闢謠訊息散佈行為的統計分析 5-13
一、 影響謠言與闢謠訊息散佈的變數 5-13
二、 影響謠言與闢謠訊息散佈的自變數信效度分析 5-14
1. 訊息可相信度的信效度分析 5-14
2. 不安與不確定性的信效度分析 5-14
3. 涉入度的信效度分析 5-15
4. 訊息特性的信效度分析 5-16
5. 網路訊息惰性的信效度分析 5-17
三、 模式簡化與迴歸分析 5-17
1. 模式變數縮減 5-18
2. 模式自變數的相關分析 5-19
3. 影響謠言散佈變數的迴歸分析 5-20
4. 模式的驗證-中介變數檢定 5-21
5. 加入性別變數的模式檢定 5-23

第四節 訊息散佈模型 5-24
一、 訊息點閱人數與瀏覽人次 5-24
二、 散佈模式分析 5-25
1. 散佈可能性比較 5-25
2. 散佈速率與數學模式分析 5-26

第五節 散佈者與非散佈者的比較 5-28

第六節 實驗二與實驗一的比較 5-31

第七節 小結 5-33

第六章 結論與建議 6- 1
第一節 研究結論 6- 2

第二節 研究討論與貢獻 6- 7
一、 網路謠言與一般謠言散播理論的異同 6- 7
二、 網路謠言的散播模式與假說 6-15
三、 闢謠策略的建議 6-16
四、 研究貢獻 6-20

第三節 研究限制與未來研究建議 6-22
一、 研究限制與改進建議 6-22
二、 未來研究建議 6-26

參考資料
中文部分 參1
外文部分 參4

附錄
附錄一 前測 (I) ─ 「網路駭客」謠言 附 1-1
附錄二 前測 (I) ─ 「冤枉受罰」謠言 附 2-1
附錄三 前測 (I) ─ 問卷網頁與填答流程 附 3-1
附錄四 前測 (I) ─ 問卷內容 附 4-1
附錄五 前測 (II) ─ 「冤枉受罰」謠言 附 5-1
附錄六 前測 (II) ─ 問卷內容 附 6-1
附錄七 前測 (III)─ 「冤枉受罰」謠言 附7-1
附錄八 實驗一：四則操弄謠言 附 8-1
附錄九 實驗一：正式問卷 附 9-1
附錄十 實驗二：謠言與闢謠訊息 附10-1
附錄十一 實驗二：正式問卷 附11-1
附錄十二 實驗一：謠言澄清信 附12-1
附錄十三 實驗一：謠言的點閱與瀏覽人數分佈 附13-1
附錄十四 實驗二：訊息的點閱與瀏覽人數分佈 附14-1		zh_TW
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dc.language.iso en_US-
dc.source.uri (資料來源) http://thesis.lib.nccu.edu.tw/record/#G0088355021en_US
dc.subject (關鍵詞) 網路謠言zh_TW
dc.subject (關鍵詞) 傳播模式zh_TW
dc.subject (關鍵詞) 電子郵件zh_TW
dc.subject (關鍵詞) 企業策略zh_TW
dc.subject (關鍵詞) 危機管理zh_TW
dc.subject (關鍵詞) Internet Rumoren_US
dc.subject (關鍵詞) Diffusion Modelen_US
dc.subject (關鍵詞) E-mailen_US
dc.subject (關鍵詞) Corporate Strategyen_US
dc.subject (關鍵詞) Crisis Managementen_US
dc.title (題名) 影響網路謠言傳播的因素及擴散模式-由電子郵件謠言的散播與企業闢謠作為談起zh_TW
dc.title (題名) The Determinants of Internet Rumor Diffusion - Patterns of E-mail Based Rumor Diffusion and Corporate Clarification Strategiesen_US
dc.type (資料類型) thesisen
dc.relation.reference (參考文獻) 中文部份zh_TW
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