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| 題 名 | 「排隊買房」假新聞事件中網路輿情對房市交易亂象之觀測與探討=A Study on "Queuing up for a House" Fake News Incident's Online Opinions toward Real Estate Transaction Chaos |
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| 作 者 | 賴建都; 陳汝吟; | 書刊名 | 傳播研究與實踐 |
| 卷 期 | 14:2 2024.07[民113.07] |
| 頁 次 | 頁143-181 |
| 分類號 | 541.83 |
| 關鍵詞 | 大數據網路輿情觀測; 不動產銷售交易; 不實廣告; 假新聞; 實價登錄2.0; Big data online opinion observation; Real estate sales transactions; False advertising; Fake news; Actual price registration regulation 2.0; |
| 語 文 | 中文(Chinese) |
| 中文摘要 | 2019 年 10 月 20 日,建商利用假新聞炒作預售屋,危害市場交易秩序, 引發網路熱議。本研究試圖從訊息傳播的角度分析此次假新聞事件的衝擊與 影響。本研究使用焦點群體訪談,了解業者使用假新聞的動機與目的,同時 應用大數據網路輿情觀測,分析網路聲量與議題。受訪業者表示,預售屋交 易問題屢見不鮮,空有法規而不執行,造成民怨,必須讓預售屋銷售回到自 住需求而非市場炒作。此外,業者不採行定型化契約,少數業者更使用假新 聞來炒作新建案,這種亂象破壞交易秩序,讓消費者卻步。研究建議,落實 「實價登錄 2.0」制度,建商取得建照後才能進行宣傳,杜絕紅單交易現象。 加強不實廣告查緝,建立自主廣告規範,仿照媒體成立自律委員會,健全行 業發展。 |
| 英文摘要 | On Oct. 20th, 2019, the news broke that a real estate agency used fake news to hype up pre-sale houses, which endangered the order of market transactions, and this incident triggered heated discussions online. This study aims to understand the impact of this fake news on society, understand the attitudes and opinions of the practitioners, and further analyze the impact from the perspective of information dissemination. The study used focus group interviews with real estate agents to understand the motivation and purpose of fake news use; then, we analyzed observed public opinion big data. The study found that the biggest problem is that laws and regulations are not implemented, causing many public grievances. Real estate transactions must be regulated and returned to self-occupancy demand rather than market speculation. Big data analysis found that the absence of stereotyped contracts for buying and selling is severe; in addition, fake news on social media has become a shortcut to hype new projects, further disturbing the market. This kind of chaos disrupts the order of transactions and discourages consumers. The study suggests that the policy of "real price registration 2.0" should be implemented, and only after the builder obtains the construction license can they start advertising to eliminate the phenomenon of “red slip transactions.” The government needs to strengthen the investigation of false advertisements, establish real estate advertising regulations, form a self-discipline committee, and improve the development of the industry through the guidance and assistance of external experts. |
本系統中英文摘要資訊取自各篇刊載內容。