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系統識別號 U0002-1301202022002300
中文論文名稱 使用劇本式問題來確定假新聞如何影響顧客的購買意願
英文論文名稱 Using the scenario-based questions to determine how fake news affects customers' purchasing intention
第三語言論文名稱 Sử dụng các câu hỏi dựa trên kịch bản để xác định tin tức giả ảnh hưởng đến ý định mua hàng của khách hàng như thế nào
校院名稱 淡江大學
系所名稱(中) 經營管理全英語碩士學位學程
系所名稱(英) Master's Program in Business and Management (English-Taught Program)
學年度 108
學期 1
出版年 109
研究生中文姓名 陳氏清玄
研究生英文姓名 Tran Thi Thanh Huyen
電子信箱 huyentran.writer@gmail.com
學號 606585403
學位類別 碩士
語文別 英文
口試日期 2020-01-06
論文頁數 40頁
口試委員 指導教授-陳怡妃
委員-陳水蓮
委員-李永新
中文關鍵字 假新聞  客戶的購買意願  基於情景的問題  照片操縱新聞  造假新聞 
英文關鍵字 fake news  customers' purchasing intention  scenario-based questions  photo manipulation news  fabrication news 
第三語言關鍵字 tin giả  ý định mua hàng của khách hàng  câu hỏi dựa trên kịch bản  thao túng hình ảnh  tin bịa đặt 
學科別分類
中文摘要 假新聞不是最近的話題。然而,由於近年來社交媒體渠道的強烈共鳴,虛假新聞已成為日常事 件。假新聞不僅僅出現在諷刺,模仿或政治宣傳類別中……它還是一種吸引讀者將其註意力用 於商業目的的工具,無論它是好是壞。然而,與影響新聞心理並進而影響客戶購買決策的虛假 新聞的強大且不斷增長的力量相比,該領域的研究仍不多樣化,並且存在很多限制。尤其是,尚無研究直接顯示特定類型的虛假新聞對每個特定客戶群對虛假新聞的信念的影響,因此,他 們的購買意圖是不同的。 在這項研究中,作者將闡明上述說法,並指出,假新聞中不同類型的產品閱讀了有關假新聞的 客戶後也會導致不同的購買信念和意圖。
英文摘要 Fake news is not a new topic. However, fake news is becoming a daily occurrence thanks to the strong resonance of social media channels in recent years. Fake news does not just appear in satirical, parody, or political propaganda categories ... it is also used as a tool to get readers' attention for business purposes, whether it is for good or bad. Nevertheless, in contrast to the large and growing power of fake news affecting psychology and hence the purchasing decisions of customers, the research in this area has still not been diverse and has a lot of restrictions. In particular, there are no studies that directly show the influence of specific types of fake news on the belief about fake news of each specific customer group, and therefore their buying intent is different. In this study, the author will shed light on the above statement and also point out that different types of products in fake news will also lead to different results in customers' buying beliefs and intentions after they read fake news about those types of products.
第三語言摘要 Tin giả không phải là một chủ đề mới. Tuy nhiên, do sự cộng hưởng mạnh mẽ của các kênh truyền thông xã hội trong những năm gần đây, tin tức giả mạo đã trở thành một sự kiện diễn ra hàng ngày. Tin tức giả mạo không xuất hiện trong danh mục tuyên truyền châm biếm, nhại lại hoặc tuyên truyền chính trị ... đó là một công cụ thu hút sự chú ý của độc giả vào mục đích kinh doanh, dù đó là ý định tốt hoặc xấu. Tuy nhiên, so với sự ảnh hưởng mạnh mẽ và ngày càng tăng của tin tức giả ảnh hưởng đến tâm lý và từ đó quyết định mua hàng của khách hàng nhưng nghiên cứu trong lĩnh vực này vẫn không đa dạng và có nhiều hạn chế. Cụ thể, không có nghiên cứu nào trực tiếp chỉ ra tác động của các loại tin tức giả đối với niềm tin của từng nhóm khách hàng cụ thể về tin tức giả, và do đó, ý định mua hàng của họ là khác nhau.

Trong nghiên cứu này, các tác giả sẽ làm rõ tuyên bố trên và đồng thời chỉ ra rằng các loại sản phẩm khác nhau xuất hiện trong tin tức giả cũng sẽ dẫn đến niềm tin và ý định mua khác nhau khi họ đọc về những tin tức giả mạo đó.
論文目次 Contents
1 INTRODUCTION 1
1.1 Background . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 1
1.2 Motivation . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 2
1.3 Objectives . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 2
2 LITERATURE REVIEW 3
2.1 What is News? . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 3
2.2 What is Fake News? . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 3
2.3 Types of fake news . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 4
2.4 Why and how fake news rapidly spreading on social media? . . . . . . . . . . . . . . . 5
2.4.1 Lies spread faster than the truth . . . . . . . . . . . . . . . . . . . . . . . . . . 5
2.4.2 Spreading process of fake news on social media . . . . . . . . . . . . . . . . . . 6
2.5 Purchasing intention . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 6
2.5.1 Customers’ behavior on Digital Decade . . . . . . . . . . . . . . . . . . . . . . 6
2.5.2 Factors affect customer’s purchasing intention . . . . . . . . . . . . . . . . . . . 7
3 RESEARCH METHOD 11
3.1 Framework . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 11
3.2 Scenario-based questions design . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 11
3.2.1 Fake news in Vietnam . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 11
3.2.2 Three scenarios development . . . . . . . . . . . . . . . . . . . . . . . . . . . . 13
3.2.3 Photo manipulation design . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 16
3.3 Data collections . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 18
3.4 Measurement . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 19
3.4.1 Cleaning data . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 19
3.4.2 Analyzing data . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 20
4 RESULTS 21
4.1 The correlation between 2 variables: "believe" and "buy". . . . . . . . . . . . . . . . . . 21
4.2 Differences in customers’ "beliefs" and "buying intent" in survey A and survey B. . . . . 21
4.3 Differences in customers’ "beliefs" and "buying intent" for each specific product in survey
A and survey B. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 21
4.4 The difference in the extent of the impact of fake news on different customer segments . 27
4.4.1 Gender . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 29
4.4.2 Age . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 29
4.4.3 Marital status . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 30
4.4.4 Occupation . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 31
4.4.5 Monthly income . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 31
4.4.6 Living area . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 33
5 CONCLUSION AND DISCUSSIONS 35

List of Figures
1.1 Number of social network users worldwide from 2010 to 2021 (in Millions) . . . . . . . 1
2.1 Semiotic square mapping of news types from Berthon et al. . . . . . . . . . . . . . . . . 5
2.2 5 steps of spreading misinformation on Facebook from Silverman and Alexander . . . . 6
2.3 5 steps of spreading misinformation on Twitter from Mustafaraj and Metaxas . . . . . . 7
2.4 Time per day spent using the internet . . . . . . . . . . . . . . . . . . . . . . . . . . . . 7
2.5 Hierachy of effects model . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 9
3.1 Research’s framework: Hypothesis H1a and H1b . . . . . . . . . . . . . . . . . . . . . 11
3.2 Research’s framework: Hypothesis H3 . . . . . . . . . . . . . . . . . . . . . . . . . . . 12
3.3 More fake news are perceived to be found online from Research . . . . . . . . . . . . . 12
3.4 Photo manipulation news about milk product . . . . . . . . . . . . . . . . . . . . . . . 17
3.5 Label the answers (1) . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 19
3.6 Label the answers (2) . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 20
4.1 The correlation between 2 variables: "believe" and "buy" . . . . . . . . . . . . . . . . . 21
4.2 Mean of belief in fake news . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 22
4.3 Mean of buying intention . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 23
4.4 Group statistics’ output of two variables: believe and buy . . . . . . . . . . . . . . . . . 23
4.5 Independent Sample Test’s output of two variables: believe and buy . . . . . . . . . . . 24
4.6 Group statistics’ output of two variables: believe and buy (MILK) . . . . . . . . . . . . 24
4.7 Independent samples test’s output of two variables: believe and buy (MILK) . . . . . . . 25
4.8 T-test’s output of two variables: believe and buy (BANK) . . . . . . . . . . . . . . . . . 25
4.9 T-test’s output of two variables: believe and buy (BANK) . . . . . . . . . . . . . . . . . 26
4.10 Group statistics’ output of two variables: believe and buy (MEDICINE) . . . . . . . . . 26
4.11 Independent samples test’s output of two variables: believe and buy (MEDICINE) . . . . 27
4.12 Fabrication survey | Tests of between-subjects effects (believe) . . . . . . . . . . . . . . 28
4.13 Photo-manipulation survey | Tests of between-subjects effects (believe) . . . . . . . . . . 28
4.14 Fabrication survey | Tests of between-subjects effects: gender*products (believe) . . . . 29
4.15 Photo-manipulation survey | Multiple comparisons: gender (believe) . . . . . . . . . . . 29
4.16 Fabrication survey | Multiple comparisons: age (believe)) . . . . . . . . . . . . . . . . . 30
4.17 Photo-manipulation survey | Multiple comparisons: age (believe) . . . . . . . . . . . . . 30
4.18 Fabrication survey | Multiple comparisons: marital status (believe) . . . . . . . . . . . . 31
4.19 Photo-manipulation survey | Multiple comparisons: marital status (believe) . . . . . . . 31
4.20 Fabrication survey | Multiple comparisons: occupation (believe)) . . . . . . . . . . . . . 32
4.21 Photo-manipulation survey | Multiple comparisons: occupation (believe) . . . . . . . . . 32
4.22 Fabrication survey | Multiple comparisons: monthly incom (believe) . . . . . . . . . . . 33
4.23 Photo-manipulation survey | Multiple comparisons: monthly incom (believe) . . . . . . 33
4.24 Fabrication survey | Multiple comparisons: living areas*products (believe) . . . . . . . . 34
4.25 Photo-manipulation survey | Multiple comparisons: living areas*products (believe) . . . 34
5.1 Fabrication survey | (The level of "agree" gradually increases from 1 to 5) . . . . . . . . 36
5.2 Photo-manipulation survey | (The level of "agree" gradually increases from 1 to 5) . . . 36
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