動物送養文之擬人化人稱視角與訊息量對領養意願影響研究

動物領養觀念已成為大眾認同的重要議題，雖然人們有意飼養寵物時，已將待領養動物作為重要選項，各動物收容處的領養率也有所提升，但仍然有很大的進步空間。再者，在網路快速的發展之下，對動物領養宣傳有很大的幫助，除了使該訊息快速廣泛且多元化的傳達給大眾，也增加了待領養動物的曝光度，獲得更多與潛在領養者接觸的機會。過去研究雖已針對動物送養文如何有效引起民眾注意與其領養意願進行相關探討，但少有研究專注於擬人化人稱視角與訊息量的角度，且過去學者僅以單一因子討論，尚缺乏綜合各因素進行討論。因此，本研究藉由準實驗法，探討動物送養文之不同擬人化人稱視角與訊息量對領養意願的影響。本研究採準實驗法二因子組間設計，自變項為2（擬人化人稱視角：第一人稱、第二人稱）x3（訊息量：低、中、高）。依變項為動物領養意願。研究結果顯示，送養文之不同擬人化人稱視角對民眾領養意願有顯著差異，以第一人稱視角的擬人化敘述之領養意願較高；送養文之不同訊息量對領養意願並無顯著差異，另外，不同擬人化人稱視角與訊息量的組合，會產生交互作用影響領養意願，以第一人稱搭配低訊息量的組合對人們的領養意願最高。因此，建議未來人們有撰寫動物送養文需求時，可以注意擬人化人稱視角與訊息量的運用。

關鍵字

動物送養文；擬人化人稱視角；訊息量；動物領養意願

並列摘要

The concept of animal adoption has become an important issue recognized by the public. Although people have taken the animals to be adopted as an important option when they intend to raise pets, and the adoption rate of various animal shelters has also increased, there is still much room for improvement. Furthermore, with the rapid development of the Internet, it is a great help to the publicity of animal adoption. The convenience of the Internet not only enables the message to be quickly, widely and diversified to the public, but also increases the exposure of the animals to be adopted and access to more potential adopters. Although past researches have conducted related discussions on how animal deliveries can effectively attract people’s attention and their willingness to adopt, few studies have focused on anthropomorphic narratives from the perspective of the person and information contexts. In the past, scholars only discussed this issue with a single factor and lacked comprehensiveness of various factors. Therefore, this study uses a quasi-experimental method to explore the influence of different personification perspectives and information contexts on the willingness to adopt. This study adopts a quasi-experimental two-factor inter-group design, and the independent variable is 2 (personalized perspective: first person, second person) x 3 (information contexts: low, medium, high). The dependent variable is the willingness to adopt animals. The research results show that the different personification narratives of the animal adoption posts have significant differences in the people's willingness to adopt from the perspective of personification, and the anthropomorphic narratives in the first-person perspective have a higher willingness to adopt; the different information contexts in the animal adoption posts has no significant influence on the willingness to adopt. In addition, the combination of different personification perspectives and information will have an interaction that affects the willingness to adopt. The combination of the first person with a low amount of information has the highest willingness to adopt. Therefore, it is suggested that people should pay attention to the use of personal perspective and information contexts in anthropomorphic narratives when they need to write animal adoption posts in the future.