臺灣博碩士論文加值系統

恐懼訴求常被運用在公益廣告、政令宣導上，以勸阻大眾從事違規、危險事宜，其所產生的廣告效果是無庸置疑的，但恐懼訴求又如何控制的得宜才有效果，這就是本研究的目的。有研究指出，對於服務廣告，行銷人員必須特別強調廣告中的事實訊息。這是導因於服務的特殊本質與消費者知覺風險而產生的論點。因此對於服務而言，若廣告中的事實訊息線索高低不同，所能產生的廣告效果又是如何。
本研究將典型性作為區分的準則，導入兩變數中，形成2×2的受試者間實驗設計方式，共製作四組不同的廣告海報，透過牙周病病徵與虛擬的牙醫診所，針對嘉義市居民檢測其情感、意圖上的效果。控制變數為恐懼訴求典型性(典型、非典型)與事實訊息線索(高、低)，其中並探究是否受試者的自覺健康信念及自我保健行為會影響情感與態度。
實驗總共發放300份問卷，有效問卷271份。研究的結果(一)驗證了本研究的恐懼訴求典型性與事實訊息線索之操弄成功；(二)恐懼訴求典型性對於情感反應、內容反應有顯著影響；(三)事實訊息線索高低對於情感與意圖無顯著影響；(四) 恐懼訴求典型性與事實訊息線索不同之組合，對於意圖的「就診意願」、「信任感覺」有顯著的影響；(五)自覺健康信念對於整體情感態度與意圖態度皆呈現顯著之影響；(六)自我保健行為對於整體情感態度有顯著之影響，但對於整體意圖態度並沒有顯著之影響。

Fear appeal is always using in public welfare advertisement. The purpose of this research is trying to find a concept to distinguish fear appeal into low or high. Study had pointed out, for service advertisement, marketing personnel must especially emphasize the factual information in the advertisement. So as to service, if the factual information clue level in the advertisement is different, what is the advertising result produced?
This research regards typicality as the criterion distinguished, putting into two parameters, and forms the experiment design among experimenters of 2×2. Author makes four groups of different advertisement altogether, by periodontal disease and fictitious dentist's clinic, and measures the result on its emotion and intention to residents in Chia-Yi city. Otherwise, if experimenters' conscientious health beliefs and self-health care behavior will influence the emotion and intention.
Totally, research grants 300 questionnaires, 271 effective questionnaires altogether in this experiment. The result (1) studied has proved that the manipulation of typicality and factual information cue of this research is successful. (2) Emotional responses and content responses that had been proved were effected by fear appeal. (3) The factual information clue level apparent to the emotion and intention is influenced. (4) There is no interaction which from fear appeal and factual information cue the effects the intention. (5)Conscientious health beliefs apparently influences on the whole emotion attitude and intention attitude. (6) Self-health care behavior only apparently influences on the whole emotion attitude, but does not influences on whole intention attitude.

目錄
第一章 緒論 1
第一節 研究背景與動機 1
第二節 研究問題 4
第三節 研究目的 5
第四節 研究流程圖 6
第二章 文獻探討 7
第一節 廣告訴求 7
一、廣告訴求之內涵 7
二、恐懼訴求 8
三、典型性 15
三、小結 22
第二節 事實訊息線索 23
一、事實訊息線索之內涵 23
二、事實訊息線索之相關研究 24
三、小結 27
第三節 廣告效果 28
一、廣告效果 28
二、廣告態度中介模式 31
三、小結 33
第四節 自覺健康信念 34
一、自覺健康信念之內涵 34
二、小結 35
第三章 研究方法 36
第一節 研究架構與假設 36
一、研究架構 36
二、研究假說 37
第二節 變數之操作性定義 38
一、自變數 38
二、依變數 39
三、干擾變數 40
第三節 研究設計 41
一、實驗設計 41
二、實驗工具 41
三、研究標的物之選擇 42
四、實驗之操弄設計 43
五、研究對象 45
六、問卷設計 45
第四節 問卷前測 47
一、前測抽樣 47
二、前測結果 47
第五節 抽樣設計 50
一、實際抽樣與實驗操作 50
二、問卷回收與分析 51
三、資料分析工具 53
第六節 信度與效度檢測 54
一、信度分析 54
二、效度分析 54
三、廣告之操弄檢測 57
第四章 研究結果 59
第一節 描述性統計分析 59
一、自身健康狀況 59
二、情感態度 60
三、意圖態度 61
第二節 恐懼訴求與事實訊息線索對廣告效果之影響分析 62
一、情感態度分析 62
二、意圖態度分析 64
第五章 結論與建議 70
第一節 研究發現 70
一、恐懼訴求典型性之操弄 70
二、事實訊息線索之操弄 70
三、恐懼訴求典型性與事實訊息線索對廣告效果之影響 71
四、自覺健康信念與自我保健行為之干擾影響 73
第二節 研究建議 75
一、行銷理論意涵 75
第三節 研究限制與未來研究建議 77
一、研究限制 77
二、未來研究建議 78
中文參考文獻 79
英文參考文獻 81
附錄－本研究問卷與海報 87

圖目錄
圖1-1本研究流程圖 6
圖2-1層級效果模式 29
圖2-2廣告態度中介模式之情感轉移假說 31
圖2-3廣告態度中介模式之雙重中介假說 32
圖2-4廣告態度中介模式之相互中介假說 32
圖2-5廣告態度中介模式之獨立影響假說 33
圖2-6第一階段醫療服務利用行為模式 35
圖3-1研究架構圖 36


表目錄
表 2-1恐懼訴求之相關研究(一) 12
表 2-2恐懼訴求之相關研究(二) 13
表 2-3典型性之相關研究(一) 17
表 2-4典型性之相關研究(二) 19
表 2-5層級效果模式之整理表 30
表 3-1本研究實驗組合彙整表 41
表 3-2牙周病病徵－恐懼訴求高低 44
表 3-3事實訊息線索高低 45
表 3-4自身牙齒健康狀況之信度分析 48
表 3-5對牙周病感覺之信度分析 48
表 3-6對德安牙醫診所想法之信度分析 49
表 3-7實驗人數分配表 51
表 3-8樣本結構表 52
表 3-9實驗之信度整理表 54
表 3-10情感態度之因素分析表 55
表 3-11意圖態度之因素分析表 56
表 3-12因素萃取整理表 57
表 3-13恐懼訴求操弄檢測整理表 57
表 3-14事實訊息線索操弄檢測整理表 58
表 4-1自身牙齒健康狀況之描述性分析表 59
表 4-2情感態度之描述性統計分析 60
表 4-3意圖態度之描述性分析 61
表 4-4情感態度之多變量檢定 62
表 4-5三個情感態度子構面之共變數分析 63
表 4-6意圖態度之多變量檢定 64
表 4-7三項意圖態度子構面之共變數分析 64
表 4-8「就診意願」之平均數整理表 66
表 4-9交互作用對就診意願之影響(一) 66
表 4-10交互作用對就診意願之影響(二) 67
表 4-11「信任感覺」之平均數整理表 68
表 4-12交互作用對信任感覺之影響 68
表 4-13交互作用對信任感覺之影響 69

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