指導教授:吳姮憓／翁良杰
摘要:
網路傳播訊息具有快速、便利與低成本的特性，使得愈來愈多地人會大量倚賴網路工具。根據以往研究結果顯示，網路上傳播的訊息會對消費者的購買決策、產品選擇及品牌形象深具影響。回顧過去有關網路訊息傳播之相關研究，大多為探討網路訊息對消費者的影響，或者大多著墨於網路工具帶來的行銷效
益、或網路隱私與謠言等議題。零星的相關研究，也多從市場行家與意見領袖等人格特質，來描述這些喜歡在網路上傳遞訊息的人，使得專注於以網路訊息傳遞者為主的研究極少。因此，本研究的目的為探討在網路上傳播訊息的人是哪些人(who)？又這些人具備有何種之人格特質傾向，使其比較會在網路上進行訊息傳播。研究結果發現，當個人的外向性與勤勉審慎性特質愈高時，以及神經質性低 (或情緒穩定性高)的人，對網路訊息傳播之意願愈高。根據本研究結果，建議行銷管理者可立基於本研究所提出之比較會影響人們進行網路訊息傳播之人格特質，作為日後企業在行銷管道上提供訊息傳遞之主要目標對象作為參考，本研究預期也可使網路訊息傳播之議題研究的面向更加完備。
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