近年國內外的網路世界越來越多樣化，由於網路本身就具備克服地域性及時間性限制的優勢，再加上它的型式己經相當多樣化，包括網路論壇、部落格或是臉書等多種型態，都擁有其個別的廣大使用族群，也因此網路上的訊息不但傳遞速度快，而且影響的層面也愈來愈廣泛。
  本研究以網路族群為研究標的，探討不同的自我調節類型在接收到網路上的正負訊息時，對於訊息可信度與口碑傳遞（word-of-mouth）有何影響？ 
  透過描敍性分析、信度分析、共變異數分析等統計方法，本研究結果如下所述：
  1.不同的自我調節類型、接收到訊息的正負性、品牌態度與測試前口碑行銷對於訊息可信度並沒有影響。
  2.不同的自我調節類型、接收到訊息的正負性、品牌態度與測試前口碑行銷對於測試後的口碑行銷有不同的影響。
  3.接收到訊息的可信度會影響到測試後口碑行銷。

Recently, the network is more and more diverse. Not only the network itself has the superiority which can overcome regional and the timely limit, but also its pattern is the diversification. There are many kinds of states, including the network forum, the Blog and the face book and so on, all have the individual general use tribal grouping tribal group. This makes the network messages not only spread fast but influence widely.
  This research is based on the user of network. Discuss the different type of self regulation to receive the information valence , how did it effects the source credibility and word-of-mouth?
  Here is through descriptive statistics, reliability analysis and ancova statistic methods and the results are as following:
  1. Different type of Self regulation, Information valence on the Message, Brand attitude and origin Word-of-mouth will not influence the Message credibility.
  2. Different type of Self regulation, Information valence on the Message, Brand attitude and origin Word-of-mouth will influence the Word-of-mouth.
  3. Message credibility will influence the Word-of-mouth.

目錄
目錄........................................................................................................ iv
表目錄.................................................................................................. vii
圖目錄................................................................................................... ix
第一章 緒論........................................................................................1
第一節 研究背景與動機..............................................................1
第二節 研究目的...........................................................................5
第三節 研究流程...........................................................................6
第二章 文獻探討..............................................................................8
第一節 自我調節...........................................................................8
第二節 正負訊息.........................................................................10
第三節 訊息可信度.....................................................................11
第四節 產品知識.........................................................................13
第五節 品牌態度.........................................................................15
第六節 口碑行銷.........................................................................17
第三章 研究方法............................................................................19
第一節 研究架構.........................................................................19
第二節 研究假說.........................................................................21
第三節 研究設計.........................................................................28

第四節 變數定義與衡量............................................................34
第五節 資料分析方法................................................................43
第四章 研究結果分析.................................................................45
第一節 樣本結構描述及分析..................................................45
第二節 自我調節分組................................................................51
第三節 操弄檢定.........................................................................52
第四節 各構面之相關係數.......................................................53
第五節 實驗假說檢定................................................................55
第六節 其他研究發現................................................................58
第五章 研究結論與建議............................................................60
第一節 研究結論.........................................................................60
第二節 研究貢獻.........................................................................61
第三節 研究限制.........................................................................63
參考文獻..............................................................................................64
一、中文部份................................................................................64
二、英文部份................................................................................66
附件一...................................................................................................75
附件二...................................................................................................76
一、正面訊息................................................................................76
v i
二、負面訊息................................................................................80
附件三...................................................................................................91
一、 問卷一：正面訊息問卷................................................91
二、 問卷二：負面訊息問卷................................................94
三、 問卷三：控制組問卷.....................................................97

表目錄
表3-1 自我調節衡量問項......................................................................35
表3-2 產品知識衡量問項......................................................................37
表3-3 口碑行銷衡量問項......................................................................39
表3-4 品牌態度衡量問項......................................................................40
表3-5 訊息可信度衡量問項..................................................................41
表3-6 訊息正反性衡量問項..................................................................42
表4-1 樣本資料分析..............................................................................46
表4-2 各組變數之平均分數及標準差..................................................47
表4-3 各構面量表信度分析..................................................................47
表4-4 各構面量表之因素分析與信度分析..........................................51
表4-5 自我調節構面統計量...................................................................52
表4-6 促進型焦點操弄檢定..................................................................52
表4-7 預防型焦點操弄檢定..................................................................53
表4-8 訊息正反性操弄檢定..................................................................53
表4-9 各構面之相關係數表..................................................................55
表4-10 共變量變數表............................................................................55
表4-11 依變數為訊息可信度之正負訊息與自我調節類型二因子變異
數分析...............................................................................................56
vi ii
表4-12 依變數為測試後口碑行銷之正負訊息與自我調節類型二因子
變異數分析.......................................................................................57
表4-13 正負訊息對口碑行銷程度之成對比較....................................57
表4-14 自我調節類型對口碑行銷程度之成對比較............................57
圖目錄
圖1-1 研究流程圖.....................................................................................7
圖3-1 實驗流程圖..................................................................................32

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7.黃若妤，2009。部落格訊息結構對資訊閱讀者態度及口碑傳遞效果影響之研究，企業管理學系碩士在職專班論文。
8.蔡元勛，2008。網路口碑可信度影響因素之研究，企業管理研究所碩士論文。
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