[[alternative]]The Effect of the Government's Policy Propaganda via the Internet: The Instance of Center for Economic Deregulation and Innovation

[[abstract]] 網際網路的快速發展與普及，再加上網路雙向溝通的特性，提供了政府機關對外溝通的新管道。本研究選擇經建會法協中心為研究對象，探討該中心運用網際網路進行政策宣導的現況以及效果，以期能給予該中心及其他政府單位未來運用網際網路進行政策宣導時之參考。 本研究採用個案研究法以及問卷調查法進行研究，問卷是以PZB服務品質概念性模型為架構加以發展。 本研究之結果發現，該中心在網路上的宣導方式，在網站的部份是屬於一對多的單向傳播，在電子報的部份則為具有回饋的雙向傳播。宣導對象對該中心電子報服務的滿意程度為高，但在內容回憶程度部份則為尚可。本研究同時也發現宣導對象部分之個人特性與整體滿意度、內容回憶程度以及不同內容類別電子報的點閱情形、滿意程度以及需求程度有顯著關聯。 本研究並萃取出四個衡量電子報服務品質之構面， 分別為電子報的認同度、電子報之內容性、電子報之適切性以及電子報之回應性。[[abstract]] The Internet has become more and more popular with its characters of interactive communications and also provides the governmental organizations with a great opportunity to improve their communication with the common people. This research selects the Center for Economic Deregulation and Innovation（CEDI）as a sample institute, and use a questionnaire, developed by Parasuraman, Zeithaml and Berry, to explore how effectively this center executes their policy propaganda via the Internet. The findings in this research are summarized as follow. The center’s policy propaganda in their web site belongs to one-way communication while their e-news belongs to interactive communication. The receiver’s level of satisfaction about the center’s e-news is high, but the level of recall about the topic of the e-news is just normal. The receiver’s personal characters have significant relations with the level of satisfaction, the recall of the topic, the reading ratio and the level of e-news requirement. This research also finds four dimensions for evaluating the service quality of electronic newspaper