訊息信任度、風險知覺與風險降低偏好度之關聯分析－以台灣禽流感為例

Relationship Among Trust of Message, Risk Perception, and Risk Reduction- A Study on Avian Influenza in Taiwan

許雯珊(Wen-Shan Hsu)

指導教授 ： 方珍玲

國立臺北大學/商學院/合作經濟學系/碩士(2008年)

摘要

現今資訊科技之發達使得消費者能由各種不同管道接收到訊息，而在人人恐慌的禽流感事件中，相關訊息藉由媒體不停報導與傳遞下產生訊息擴大效應，消費者面對如此充斥未知效果與不確定性之風險事件會產生焦慮感，且組織其風險知覺。此時信任便是一重要影響因素，因為信任感可以降低消費者在面對風險事件時的不確定性。當消費者信任媒體所提供之禽流感訊息，將可能影響其對禽流感之風險知覺，且容易為避免自身利益之損失而有較高程度之風險降低偏好度。因此，本研究主要目的係為探討訊息信任度、風險知覺與風險降低偏好度之關聯。
本研究以一般消費大眾為研究對象，採用問卷測量方式，並選用來自報紙與網路媒體之兩則不同禽流感訊息，將問卷設計成兩種版本，共計回收有效樣本1043份，其中報紙訊息版本佔516份，網路訊息版本則有527份。
經差異性檢定與路徑分析研究結果顯示：1. 消費者對面對同樣來自政府單位發佈之禽流感訊息，其信任度不受媒體不同而有所影響；2. 消費者對禽流感訊息之信任度愈高，風險知覺愈高；3. 消費者禽流感風險知覺愈高，有愈高程度之風險降低偏好度，愈有可能採用可降低風險的購買策略。4. 年齡、教育程度與婚姻狀況等消費者屬性在風險知覺與風險降低偏好度上有顯著差異；而性別只在風險降低偏好度中有顯著差異，對風險知覺則無影響。

關鍵字

訊息品質 ； 訊息來源可信度 ； 風險知覺 ； 風險降低偏好度

並列摘要

Technology improving makes it possible for consumers to receive information through kinds of channels. In the case of Avian Influenza, related informations brought social amplification of risk by repeated reported by mass media. Facing indeterminate risks, consumers may feel anxious and construct their risk perception. Trust is an important influence factor at that time, because trust will reduce the uncertainty of consumers. When the information pressed by media is trusted by consumers, it can reduce their uncertainty toward Avian Influenza. And also, the higher level of risk reduction will happen in order to avoid loss of their rights. Therefore, this study is mainly to confer relationships among trust of message, risk perception, and risk reduction.
This study focuses on general consumers, and uses questionnaire measurement. The questionnaires are separated into different message from newspaper and internet media. 1043 counts of valid survey were collected. Those from newspaper media were 516; those from internet media were 527.
Through statistic analysis, the result shows: 1. Consumers’ trust in message would not be influenced by different pressing media with the messages from government; 2. The higher trust in message consumers have forward Avian Influenza, the lower their risk perceptions are; 3. The higher risk perceptions of consumers are, with higher level of risk reduction, the more possible the strategy which may reduce risk could be accepted; 4. Consumer factors, such as ages, education degree, and marriage situation, have significant differences in risk perception and risk reduction, and gender has significant differences only in risk reduction, but not in risk perception.

並列關鍵字

Source Credibility ； Argument Quality ； Risk Perception ； Risk Reduction

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