從「感知自我威脅」到「感知父母威脅」: 以延伸平行反應模式檢視恐懼訴求對大學生之失智症預防態度與意圖之關聯研究

Using the Extended Parallel Process Model to Examine the Effect of Perceived Significant others’ threat and efficacy on College Students’ Attitudes and Behavioral Intentions toward Dementia

彭晟庭(Cheng-Ting Peng)

指導教授 ： 李秀珠

國立交通大學/人文社會學院/傳播研究所/碩士(2019年)

摘要

本研究聚焦恐懼訴求概念，採用延伸平行反應模式作為理論框架，探討針對潛在失智症患者之重要他人所設計之失智症宣導訊息，「是否」以及「如何」透過論證與敘事的訊息結構，影響其對此疾病的預防態度與意圖，以期最終透過「預防勝於治療」的觀點，達成健康促進與有效說服之目的。對此，本研究透過內容分析了解八家網路新聞媒體之 921 則報導應用恐懼訴求四大要素的情形，再採用焦點訪談與先導測驗加以篩選、 設計及確認實驗刺激物的有效性，最終透過前後測準實驗設計了解 390 位目標受眾在態度與意圖的轉變程度，藉以回應研究問題與假設。
以延伸平行反應模式所設計之健康宣導訊息，理論上試圖影響個體感知自我威脅與效能，從而達成說服目標。然而，本研究發現以失智症議題設計恐懼訴求訊息，若將感知重要他人的威脅與效能之概念，應用於延伸平行反應模式初始模式，即可以得出受測者在產生高程度的感知威脅與感知效能時，能產生最佳的失智症預防態度與意圖;為了確定敘事說服與恐懼訴求結合之前瞻性研究意義，本研究發現失智症訊息若以敘事結構進行設計，相較論證結構，對於產生高感知威脅與效能的受眾之失智症預防態度與意圖有更正向的影響。另外，本研究發現臺灣網路媒體記者針對失智症議題並無偏好使用恐懼訴求四大要素，若能調整報導方式，將更能發揮媒體對疾病風險在宣導預防的價值。

關鍵字

失智症 ； 延伸平行反應模式 ； 恐懼訴求 ； 敘事說服

並列摘要

This study adopted the extended parallel process model to examine the effects of perceived parents’ threat and efficacy on college students’ attitudes and behavioral intentions toward the prevention of dementia.
Three methods were employed by this study to collect data, the first of which was to content analyze the news on dementia. This study analyzed 921 news reports on dementia that were reported by Taiwan’s major news media for the past one year. From the 921 news reports, this study selected several news reports with high-threat/high-efficacy, several news reports with low-threat/low efficacy, and several narrative news stories with high-threat/high-efficacy. The second method was to conduct a focus group with eight college students for discussion to yield a consensus regarding the news report with the highest threat and highest efficacy, the news reports with the lowest threat and lowest efficacy, and the narrative news story with the highest threat and highest efficacy. The third method was to conduct a pretest-posttest experiment using the three types of fear-appeal messages as three conditions and 390 valid questionnaires were obtained.
The data analysis shows that the narrative news story with high-threat/high-efficacy achieved the best persuasive effect, followed by the news report with the highest threat and highest efficacy, and the news reports with the lowest threat and lowest efficacy had the least persuasive effect on college students’ attitudes and behavioral intentions toward the prevention of dementia. More findings were discussed in the thesis.

並列關鍵字

Dementia ； Extended Parallel Process Model ； fear appeals ； narratives

參考文獻

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