根據經濟部統計，在全球經濟不景氣的情況下，彩妝業在2009與2008年同期相比，仍成長了2.72%，以金額來說，台灣彩妝一年有新台幣720多億元市場，而保養品的市場量則一直維持在美妝品市場40%以上比例，兩者合計之金額足見美妝市場之大。因此對於行銷人員來說，瞭解現代女性選擇美妝產品的方式成為一個重要的課題。 本研究認為，若能瞭解網友信任美妝部落格、部落客的原因，就可取得部落格行銷之先機。本研究發現20-29歲女性在制訂美妝產品購買決策時，除了價格因素外，最重要的因素來自於網友評價。美妝部落格部落客成為美妝領域的「意見領袖」，將影響力由虛擬網路世界深入實體世界。我們將影響部落格可信度因素分為：(1)使用時間、(2)使用動機：資訊搜索、人際互動與娛樂消遣、(3)部落格特性：更新快速、自主控制、互動性、多媒體與分眾化、(4)自我揭露、(5)商業意圖揭露等五大要素。結果發現「資訊蒐集」、「人際互動」、「多媒體」、「主題性」與「自我揭露」等五個變項對可信度有正向影響；而「內容詳盡」與「商業意圖揭露負面感知」對可信度影響為負向。 本研究建議在部落格行銷上，應改進過去多用「量產」的口碑行銷方式贏得市面上的曝光量與正面評價，以提升文章深度。多媒體方面可以提升圖文的質感，主題性上可以形塑部落客在美妝領域的專業角色，並利用自我揭露的方式拉近與網友的距離等方式提高可信度。另外要注意內容過於詳盡易帶給網友不信任的負面觀感，而商業意圖不僅是政府開始注意的議題，也是美妝部落格可信度的殺手。 / According to a Ministry of Economic Affair’s study, cosmetic industry in Taiwan is continuously growing under the global economic recession in recent years. The makeup product market is greater than NT 720 billion a year in Taiwan, in which the proportion of the skin care product market in cosmetic industry remains 40%., which may show the potential of this industry. Therefore, it is important for marketers to understand the behavior of consumers in this industry, especially women’s, accounting for most of the share. Women between 20 and 29 will consider other users’ evaluation of products when they have to make decisions on purchasing cosmetic products. Therefore, it is natural to infer that cosmetic blogs and bloggers will become “opinion leaders” in cosmetic areas, and they may exert their influence on consumers’ consumption. If we know why and how users trust in cosmetic blogs and bloggers, we may help the cosmetics marketing in blogosphere. . Factors affecting blog credibility were divided into five dimensions: (1) time, (2) motivation: information exchange, personal relationship and social recreation, (3) blog feature: quick update, independent control, interactive, multimedia and fragmentation, (4) self-disclosure, (5) business intention disclosure. We found that “information exchange”, “personal relationship”, “multimedia”, “fragmentation” and “self-disclosure” have positive effects on credibility. On the contrary, content of blog feature—“detailed content” and “disclosure of intention to sell” have negative effects. Consequently, this study suggests that from a multimedia perspective, bloggers should improve quality of posts, and upgrade blogger’s professional images. Furthermore, using self-disclosure strategies may improve relationships between bloggers and visitors. Last but not least, detailed content easily brings negative impression, and intentions to sell in blogs were not only monitored by government but viewed as defect of credibility by visitors.

全球的電視新聞文化現今都已偏好聳動的主題及令人目眩神移、訴諸感官刺激的綜藝化製作方式。台灣的電視新聞綜藝化自壹週刊、蘋果日報在台出刊後更加明顯氾濫，這種辛辣聳動的刊物成為各家電視新聞台的重要新聞來源。此外，過多的24小時新聞台為了搶收視率亦在視聽覺吸引及口語報導方式上無所不用其極的“吸睛”。值得一探的是，觀眾對於這種綜藝化播報方式的觀感究竟如何，而此種播報方式對於其電視新聞可信度又是否會有影響。 本文從不同變項探討現今台灣電視新聞綜藝化手法對大學生評估新聞可信度的影響及觀感。除人口變項外，亦討論媒介使用習慣、媒體素養與電視新聞可信度評價的關係。研究結果發現，一般來說，媒體素養越高的受測者對台灣電視新聞可信度評價越低，也較不喜歡看綜藝化手法製作的電視新聞。此外，本文除討論現今常使用的綜藝化手法所引發的新聞可信度評價影響，亦發現大多數綜藝化手法應用於硬性新聞較應用於軟性新聞播報中引發較低的新聞可信度評價。 / The phenomenon of infotainment tendency in TV news broadcasting has been rising globally. Taiwan is no exception since last decade, especially a turning point that Apple Daily first published in Taiwan. This sensationalism- oriented publication has become an essential reference for TV news producers and resulted in a revolution of TV news in Taiwan, which from content to format presentation have become relatively infotainment- oriented. The excessive 24-hour news channels is another cause of the infotainment phenomenon in Taiwan, which results in a vicious viewing rate competition. In order to draw audience’s attention, each channel tries hard to be “eye- catching” to please audience instead of providing substantive information. This study investigated the effect of the current prosperous infotainment tendencies in news broadcasting in Taiwan on college audience’s evaluation and perception of TV news credibility through different variables. In addition to demographic investigation, this study also conducted research on the correlation between audience’s media literacy level, media use habit and TV news credibility evaluation. It is found that respondents with more media understanding are more sensitive and critical to the infotainment issue in TV news. Moreover, the results showed that the infotainment applications used in hard news generally lead to lower TV news credibility than used in soft news. The findings of this study contribute reference to the news discipline for TV news producers in Taiwan.

本論文主要在瞭解財經頻道的可信度。可信度是社會的資產；國內財經頻道成立至今12年，有其特殊的發展需要和歷程；本論文之研究期間，正值主管當局對財經頻道進行換照審議工作，財經頻道可信度的瞭解因此更為需要。本研究以文獻探討及財經頻道之前驅研究建立財經頻道可信度之架構，並以修正式德菲法對專家學者小組進行兩回合問卷調查，及四位學者專家的深度訪談，試圖建構國內財經頻道可信度面向及量表。 / 本研究將財經頻道可信度可分為可信賴性、專業性、正確性、多元性及社會責任等5個面向共38項題項，其中可信賴性有9項題項、專業性有9項題項、正確性有8項題項、多元性有4項題項、社會責任則有8項題項。 / 研究顯示，社會責任面向中的「從業人員不涉及股市內線交易」與「經營者以大眾利益為考量」等兩個題項是財經頻道可信度最重要的量表題項，相較於過去國內對一般新聞媒體可信度研究的結果對社會責任面向的不確定性，本研究認為社會責任面向為財經頻道可信度的面向之一；在可信賴性面向中，「平衡報導、多方並陳」因應財經頻道特質所納入的題項，也成為此面向中最重要的題項。可信賴性與社會責任兩個面向較偏向一般性的媒體可信度面向，專業性、正確性及多元性等三個面向則偏向財經頻道特有的可信度面向。研究發現，財經頻道的可信度與一般電視可信度的量表題項的確略有不同，理論界與實務界應將兩者區分開來，不應一視同仁。以此研究反觀國內八家財經頻道，大部份頻道的現況與本研究結果相去甚遠，值得欲永續經營的財經頻道經營者及從業人員深思。 / 研究建議，財經頻道應以中立的態度多方並陳、平衡報導，提升從業人員對自我的道德要求及專業訓練，加強議題的選擇、處理、追蹤的能力，並在組織內控上善盡把關之責，不但需要多元的內容呈現，也希望提供訊息來源並經過驗證，最後，對社會責任的認知及製作品質精良的節目是財經頻道未來應持續發展的方向。本研究結果期望能對財經頻道業者在經營及操作上提供參考，並提供閱聽眾在選擇收視財經頻道時做為評鑑之參考指標。 / This study aims to build evaluation criteria of financial news channel credibility. In comparison of news channels, there are comprehensive approaches to evaluate their credibility, but those approaches may not fit precisely with the feature of the financial news channel. Based on literature review and pilot study, a framework of credibility specific to financial news channels is built within this study. The scale of credibility evaluation is conducted by two rounds of questionnaires and in-depth interviews with professionals through Delphi method. / Through a total of 38 questions, this study categorizes financial channel credibility into five dimensions of trustworthiness, professionalism, accuracy, diversity, and social responsibility. It consists of 9 questions regarding trustworthiness, 9 questions on professionalism, 8 questions related to accuracy, 4 questions on diversity, and 8 questions on social responsibility. / In the social responsibility part, two issues of “no insider trading conducted by personnel in the business” and “managers make considerations based on public benefits” are the most important on the scale for financial channel credibility. To compare with the uncertainties on news media credibility in past domestic studies of social responsibility, this study reveals that social responsibility is one of most important dimensions of financial channel credibility. In the trustworthiness dimension, “balanced reporting and description of multiple sources” is incorporated in response to the features of financial channels, and is the most important issue in this aspect. In comparison with other media credibility studies, “trustworthiness” and “social responsibility” belong to general media credibility dimensions, while the three dimensions of professionalism, accuracy, and diversity are more unique to financial channel credibility. This study discovers that the credibility of financial channels indeed shows differences from issues on the credibility scales of general television; the two should be separated in theory and in practice. / The report suggests that financial channels should keep a neutral attitude to describe diverse sources and make balanced reports; elevate the ethical requirements and professional training for personnel in the business; strengthen the ability in selecting, treating, and tracking issues, and have adequate control in organizational change. Not only content diversity is necessary, but also the information source should be given and confirmed. Finally, perception of social responsibility and production of quality programming is a direction financial channels should develop in the future. It is expected the results of this study can provide a framework for financial channel business in operation and management, and also an evaluative indicator for members in public who choose to watch financial channels.

本研究主要目的為探討代言人與產品適配度不同時，其發生不同類型的道德問題，對購買意願之影響。當代言人與產品適配度不同，代言人與產品間之連結程度就會不同，因此，當代言人發生不同類型的道德問題時，就會對購買意願產生不同的影響。故本次研究採用兩個自變數：代言人與產品適配度(高/低)及道德問題類型(違情/違法)，來檢驗是否會影響消費者對產品之購買意願，並以受試者之主觀道德程度(高/低)以及客觀道德程度(高/低)作為調節變數，利用實驗設計的方法，進行一個2×2之組間實驗，並以虛擬的代言人作為實驗對象，取得有效樣本126份。本次研究利用獨立樣本t檢定、雙因子變異數分析以及三因子變異數分析檢驗所得之結果，並獲得以下之結論： 1.當代言人與產品適配度較高時，消費者購買意願會較高。 2.道德問題類型對購買意願有顯著影響，相較於代言人發生違情的道德問題，當代言人發生違法的道德問題時，消費者購買意願會較低。 3.代言人與產品適配度與道德問題類型無交互作用，不論代言人代言何種類型的產品，相較於代言人發生違情的道德問題，當代言人發生違法的道德問題會有較低的購買意願。 4.受試者的道德程度與道德問題類型無交互作用，不論受試者之道德程度高低，相較於代言人發生違情的道德問題，當代言人發生違法的道德問題，消費者會有較低的購買意願。 5.道德問題類型對代言人可信度有顯著影響，相較於代言人發生違情的道德問題，當代言人發生違法的道德問題時，代言人可信度較低。 6.不論代言人發生違情或違法的道德問題，受試者皆認為廠商需與代言人暫停合作關係，然又以發生違法的道德問題時，更應與代言人暫停合作。 / The purpose of this research is to understand the effects on purchase intention when product fit and moral issue of endorsers are in different level. When product fit is different, the connection between product and endorser will be in different degree. Therefore, endorser have different types of moral issues which will have impact on purchase intention. There are two independent variables: Product fit (High vs. Low), Moral issue (illegal vs. unfaithful) and two moderator variables (subjective moral level vs. objective moral level) and we conduct a 2x2 factorial research to test whether they will have influence on purchase intention. There are 126 effective questionnaires and the following is the results: 1.Different type of moral issues will affect purchase intention. When endorser has illegal moral issue, customers will have lower purchase intention. 2.There is no interaction effect between product fit and type of moral issue. No matter how product fit is, when endorser has illegal moral issue, customers will have lower purchase intention. 3.There is no interaction effect between moral level and type of moral issue. No matter how moral level is, when endorser has illegal moral issue, customers will have lower purchase intention. 4.Different type of moral issues will affect endorser credibility. When endorser has illegal moral issue, he or she will have lower credibility. 5.No matter what kinds of moral issues, customers think companies should stop cooperation with endorsers. When endorser has illegal moral issue, customers think companies should stop cooperation with endorsers much seriously.

負面事件比正面事件更能達到引起人們注意的效果，然而消費者的品牌依賴程度和負面事件之間的相互作用關係過去很少被研究。因此，本研究希望能透過調查年輕的品牌手機使用族群，以瞭解負面事件的嚴重性、負面事件的來源可靠性，和消費者的品牌依賴程度對消費者的負面品牌態度改變、負面產品評估改變、及風險認知改變程度的影響。 本研究發現，當一個品牌被負面事件攻擊時，消費者的品牌依賴程度及負面事件的嚴重程度會分別對其負面產品評估改變、及風險認知改變程度產生影響；而消費者的負面品牌態度改變只會被其品牌依賴程度影響。並且，負面事件發生時，消費者的品牌依賴程度並不能解決負面內容對消費者所帶來的影響，真正重要的是反而是負面事件的嚴重程度和來源可靠性。品牌管理者應該多加注意的負面事件的組合為高風險且來自較可靠的管道，因為這樣的組合會對消費者產生負面影響最大；而較不需注意的是低風險且來自較不可靠的管道的負面事件組合，因為這樣的組合對消費者產生負面影響最小。 / Negative events are known to drawn more attention than positive events, but how consumers’ brand attachment would interact with negative events is rarely discussed in the literature. As a result, this research would like to investigate how severity level and source credibility of a negative event, and consumers’ brand attachment would affect consumers’ negative brand attitude change, negative product evaluation change and perceived risk change through studying of young adults who use brand cell phone. In this research, it is found that when a brand is attacked by a negative event, consumer’s brand attachment and the severity level of a negative event would both affect consumer’s negative product evaluation and negative product evaluation changes, though only brand attachment would affect consumers’ brand attitude. Furthermore, brand attachment cannot resolve negative impacts of a negative event to the consumers; instead, the severity level and the source of a negative event would affect consumers’ negative brand attitude, negative product evaluation and perceived risk changes. Specifically, it is worth the brand managers the most attention when a negative event involves high severity level and comes from a more credible source, as this combination bring more negative changes to consumers, and the least attention when a negative event involves low severity level and comes from a less credible source, as this combination would bring least negative changes to consumers.