資訊配適對醫療訊息說服力的正面效果

Positive Effect of Information Congruency on Persuasiveness of Health-Related Message

張君萍(Chun-Ping Chang)

指導教授 ： 余峻瑜

國立臺灣大學/管理學院/商學研究所/碩士(2012年)

https://doi.org/10.6342/NTU.2012.02486

摘要

隨著人口老化與消費者健康意識的興起，健康相關產業陸續推出了更多元化的醫療產品與服務。對醫療機構而言，設計出有效的健康訊息與溝通策略成為一項越來越不容忽視的挑戰。
時間距離與社會距離為健康訊息中經常出現的兩項心理距離。本研究從此兩種心理距離間的配適關係探討有效的健康訊息設計。我們認為訊息中若呈現一致的時間與社會距離，將能提升消費者對訊息中產品或服務的評價。本研究將此效果命名為「訊息配適」 (Information Congruency)。訊息配適的效果在我們的兩個實驗中得到了一致的結果。我們發現當訊息呈現一致的時間及社會距離時，受試者將有更高的訊息態度、產品態度及行動意圖；反之，當訊息呈現不一致的時間及社會距離時，受試者的訊息態度、產品態度及行動意圖則明顯降低。另外，本研究也進一步發現，在健康訊息中較常被使用的「自我建構」(self-construal)操作，可以代替社會距離，與時間距離形成同樣的訊息配適正面效果。
本研究在訊息配適的發現，為日漸多元化的健康相關產業提供了一個有效、便利的新健康溝通策略。

關鍵字

配適效果 ； 時間距離 ； 社會距離 ； 自我建構 ； 消費者評價

並列摘要

Today, aging population and consumers’ increasing health consciousness have increased the diversity of health-related products and services. Under this situation, designing an effective health communication strategy has become a challenge for healthcare institutes.
In this study, we view this challenge from the fit between two dimensions of psychological distance, temporal and social distance. We posit that congruent psychological distance leads to better consumer evaluations, and term this match “information congruency” in this article. The two experiments in this study show convergent results that under congruent temporal and social distance, participants have better advertisement attitudes, product attitudes and behavioral intentions than those under incongruent information. Further, we also find that self-construal prime, which is more often used in health-related message, can replace social distance to form a same information congruency effect with temporal distance.
The findings in this study provide the thriving healthcare industry with a new, effective, and convenient health communication strategy.

並列關鍵字

fit ； temporal distance ； social distance ； self-construal ； consumer evaluations

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