醫療保健資訊採用之研究:以線上媒體的呈現手法分析

The Persuasive Effect of Online Media Modality on Healthcare Advice Adoption.

郭孟欣(Meng-Hsin Kuo)

指導教授 ： 雷松亞

國立清華大學/科技管理學院/服務科學研究所/碩士(2013年)

https://doi.org/10.6843/NTHU.2013.00484

摘要

無

關鍵字

說服 ； 多媒體 ； 意見採納 ； 健康意識 ； 詳儘可能性模型 ； 訊息論點的品質 ； 來源可信度 ； 分享的意願 ； 記憶

並列摘要

In order to persuade online users apply health care idea, various kinds of online media modality are widely used on websites, such as animation, audio, picture, and text. Despite the popular use of multimedia modalities, there is an inadequate understanding of its effect on persuasion. To investigate effects on the online users’ performance and perceptions in healthcare information, we integrate the elaboration likelihood model (ELM) to exam people’s advice adoption, intention to share and recall. We set up three different combinations of online media modalities, and use the healthcare issue with animation to exam the dependent variables we mentioned above. Finally, we find that argument quality and source credibility will affect people’s advice adoption and intention to share, but not recall. The results suggest that online media modality will affect all our dependent variables. An important finding for both theory and practice is that people may remember the content well through animation, but when they want to share with other people or adopt the suggestion and idea, they will choose another type of modalities such as picture and text. These results as well as other implications are discussed.

並列關鍵字

persuasion ； modality ； advice adoption ； health consciousness ； ELM model ； argument quality ； source credibility ； intention to share ； recall

參考文獻

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