本研究旨在探討大學生的求助態度現況,以及求助態度與推廣方案和背景變項之間的關係。本研究以中部某私立綜合大學大學生為研究對象,將研究對象分成實驗組1(接受研究者的推廣方案)、實驗組2(接受非研究者的推廣方案)與控制組(無接受推廣方案)。本研究以問卷調查法蒐集資料,研究工具為研究者自編大學生求助態度調查問卷,共蒐集有效問卷563份。研究資料以描述性統計、t 檢定、單因子變異數分析、迴歸分析進行統計分析,本研究結果的主要發現如下: 一、性別方面,男大學生與女大學生在求助態度上沒有顯著差異。 二、年級方面,大一學生的求助態度顯著高於大二學生和大三學生。 三、諮商經驗方面,有、無諮商經驗的大學生在求助態度上沒有顯著差異。四、學院方面,工學院學生的求助態度顯著高於資訊電機學院學生。 五、不同推廣方案在求助態度上有顯著的差異,以恐懼訴求為主的推廣方案與控制組之間沒有顯著差異。 六、同時考慮背景變項與推廣方案,年級與推廣方案之間存在著交互作用的效果,以恐懼訴求為主的推廣方案對大學生求助態度有降低的效果,以理性訴求為主的推廣方案則無明顯增加的效果,大一學生的求助態度顯著高於大二、大三學生,亦即年級為主要預測求助態度的變項。
The current study examined the situation of help-seeking attitudes of college students, and the relationships of help-seeking attitudes, marketing projects, and demographic variables. The research sample included 563 college undergraduates from the middle of Taiwan who completed the help-seeking attitudes of college students scale. Students were assigned to the experimental 1 group, the experimental 2 group, or control group. The data was analyzed by descriptive statistics, t test, one-way analysis of variance, and regression analysis. The major findings of this study were as followings: 1. No significant difference was found in gender. 2. The help-seeking attitudes of the freshmen were significantly higher than the sophomores and the juniors. 3.No significant difference was found in help-seeking experience. 4. The help-seeking attitudes of the college of engineering were significantly higher than the college of informational and electrical engineering. 5. The group that executed by fear-appeal marketing project and the control group showed no significant difference. 6. Considering demographic variables and marketing projects, there is interaction effect between years and marketing projects. Rational-appeal marketing project has no significant effect in help-seeking attitudes. Year is the major predictive variable of help-seeking attitudes.