本研究旨在探索消費型網路謠言傳播特性，以及如何影響資訊接收者的認知、態度和行為，成為下一個資訊傳遞者。冀希提供營利或非營利性組織運用在網路行銷傳播上的可行性，同時降低謠言對其產品與形象的負陎傷害。本文雖以消費型謠言為例，然其多級傳播路徑模式與研究發現，對瞭解並防範當前中共可能對台遂行之網路謠言輿論戰，亦有參考價值。研究方法採用焦點團體、問卷調查與深度訪談三種方式，並依據先前文獻歸納出8 項研究命題，進行初探性驗證及結果分析與解釋。最後，輔以深度訪談，更進一步探究部分命題未獲支持之原因，同時深入發掘答案以利回答研究問題。以下為本研究初步結論： 一、性別不會對網路資訊經紀人之傳遞動機與態度造成直接影響。但會對網路資訊經紀人之認知與行為產生顯著影響與關聯性。 二、網路使用者特質會對網路資訊經紀人之傳遞動機與態度造成直接顯著影響。 三、網路使用者特質會對網路資訊經紀人之行為產生顯著影響與關聯性。使用特質高者比使用特質低者易於再次傳遞訊息。 四、人格特質之差異會對網路資訊經紀人之傳遞因素產生顯著影響與關聯性。

The purpose of this study is to explore the behavior of spreading consumer-related rumors on the Internet among undergraduate and graduate students in universities. In the light of such an understanding, this research tends to investage a complex network of variables by using path analysis with regard to the circulation of rumors online. Three methods were used to answer research questions and to test propositions inducted from literature review. The first one is the focus-group, to conceptualize the content of consumer-related rumors by interviewing 15 college students and to construct a questionnaire. Afterwards, 616 respondents were collected by applying an online survey with a reward of paycheck. Finally, the in-depth interview was used to get a further insight into respondents’ unanswered questions from the survey. Based on the theory of Two-step Flow of Communication and the Multi-step Flow Model, eight propositions were rationalized and tested. Findings and suggestions resulting from this study could not only be useful for managers to reduce the negative impact on products as well as brand names. Also, they are helpful for military personnel to understand more regarding the Public Opinion Warfare staged by PRC against Taiwan via circulating military rumors.