高齡者對交通安全宣導影片屬性之偏好分析

Preference Analysis of Traffic Safety Publicity Videos for Seniors

陳玟潔(Wen-Jie Chen)

指導教授 ： 陳菀蕙

淡江大學/管理學院/運輸管理學系碩士班/碩士(2011年)

https://doi.org/10.6846/TKU.2011.00907

摘要

我國自民國82年起即邁入高齡化社會，高齡者因生理與認知功能退化，面對道路上的緊急狀況和危險狀況較難以閃避，另由道路交通事故資料得知，高齡者是道路交通死亡和重傷傷害嚴重的弱勢族群，由死亡嚴重性來看，高齡者行人問題最嚴重。本研究藉由廣泛蒐集國內外之高齡者行人宣導影片，以了解國內外影片特性。本研究並分析高齡行人事故特性，以探討高齡者行人宣導影片與高齡行人事故特性之差異。本研究利用問卷調查，以了解高齡者對行人交通安全宣導影片屬性之偏好，並找出影片內容的現況問題與高齡者期望的內容與感受類型之差異。問卷設計完成後，本研究利用個別訪談與焦點團體討論方法蒐集意見進行問卷修改。由問卷分析結果，本研究建議未來高齡行人宣導影片之內容宜加強宣導「安全過馬路的行為」和「生理特性對安全問題的影響」。讓高齡者喜歡的行人宣導影片之影片感受應以「溫馨」為主；讓高齡者了解影片危險行為的影片感受應以「溫馨」和「震撼」為主；整體影片的播放速度以及講話速度應再放慢。

關鍵字

高齡者 ； 宣導影片 ； 偏好分析

並列摘要

Since 1993, Taiwan has become an aging society. It is hard for seniors to avoid emergencies and dangers on roads due to the degeneration of physiological and cognitive functions. In addition, it was learned from the data of road traffic accident that they are a disadvantaged minority of death and serious injury of road traffic; among the levels of their death, senior pedestrians are the most serious ones. This study aimed to understand the characteristics of overseas and domestic traffic safety publicity videos for senior pedestrians through collecting them widely. Besides, this study analyzed the characteristics of senior pedestrians’ accidents to investigate the difference between the traffic safety publicity video for senior pedestrians and the characteristics of the accidents of senior pedestrians. This study used a questionnaire to understand their preferences for the characteristics of traffic safety publicity video of pedestrians and find out the difference between the current problems of video content and their expected content and feeling type. After finishing the questionnaire, this study used one-on-one interview and focus group to collect their opinions and amend the questionnaire based on them. From the analysis of the results, this study suggested that “the behaviors of crossing roads safely” and “the influence of physiological characteristics on safety” should be strengthened in the content of traffic safety publicity video for senior pedestrians in the future. To make them like the video, the feeling in the video should be “warm”; to make them understand the behaviors leading to dangers, the feeling should be “warm” and “shocking”; finally, the playing and talking speed should be slower.

並列關鍵字

Senior ； Traffic Safety Publicity Video ； Preference Analysis

參考文獻

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