臺灣博碩士論文加值系統

行銷溝通的設計是為了影響態度及行為。而恐懼訴求是企圖透過某一程度危險的威脅來影響行為，是行銷溝通的一種。恐懼訴求使人們注意到危險及危險的行為，其效果是顯著的。行銷人員企圖利用危險的威脅以喚起恐懼的情緒反應，進而影響行為。但過去關於恐懼的研究結果並不一致，不能幫助行銷人員了解恐懼訴求在行為上的效果。過去的研究對恐懼影響行為的過程並不能提出有效的理論。之後，Tanner等人(1991)認為威脅訊息所激發的恐懼情緒反應在改變態度及行為上是必須的。此外，Bandura (1977)提出自我效能的提高可以防止恐懼情緒的激發。自我效能的定義是個人知覺其行使特定行為的能力。另外Roger (1983)支持自我效能在行為改變上的效果。因此，本研究利用此二個變數，對性傳染病防治實務上提出有效的建議。本研究所使用的主題是關於性傳染病，為一個2X2X2X2 between-subjects的因子實驗設計，其設計如下:
1. 威脅的嚴重性 (高/低)
2. 自我效能 (高/低)
3. 知覺的社會成本 (高/低)
4. 性別 (高/低)
由預試中選出不同程度的威脅及自我效能; 受試者為大同工學院的學生，男女人數大約相等。
實驗的結果歸納出以下結論:
1. 在高威脅廣告下，受試者在恐懼情緒反應、廣告態度及行為意願皆高於在低威脅廣告下的受試者。
2. 恐懼情緒反應確實可以影響行為意願。
3. 有高自我效能的受試者，其對廣告態度及行為意願上皆較低自我效能的受試者為低。
4. 當受試者所知覺的社會成本越高，其越不願使用所建議的行為，因此受試者對廣告的態度及行為意願也越低。
5. 在關於性傳染病的主題上，由於女性無法單獨使用所建議的行為(使用保險套)，即對行為的實行較無控制力，故女性在對廣告的態度及行為意願皆低於男性。

Marketing communications are designed to influence attitude and behavior. The fear appeal, a message that attempts to influence behavior through the threat of some danger, is one such type of marketing communication. The power of such appeals seems obvious; all that should be required to influence an individual''s behavior is to make that person aware of the danger or dangerous behavior. Marketers have attempted to take advantage of this relationship by using the threat of danger to evoke the emotional response of fear and thus influence behavior.To date, research has not given marketers much help in understanding the effect of fear on behavior. Research to provide communication guidelineshas produced conflicting results. Past research efforts have been unable to provide sound theory for the process of influencing behavior through fear.Then, Tanner et al. (1991) suggested that fear arousal in response to a threat message would be necessary for changes in attitude and behavior.Besides, Bandura (1977) in related work on self-efficacy, theorized that effective coping defenses prohibit fear arousal. Self-efficacy is the perception of one''s ability to perform a specific behavior. In addition, Rogers (1983) supported the effects of self-efficacy information in influencing behaviors. Therefore, in this study, using the two variables to provide effective suggestions that can be used by health care practitioners to promote responsible sexual practices.The study involved the topic of sexually transmitted diseases (STDs).The experimental treatments were administered in a 2X2X2X2 between-subjects factorial experimental design as follows:
1. Severity of threat (low/high).
2. Self-efficacy (low/high).
3. Perceived social costs (low/high).
4. Gender (male/female)
The different degrees of threat and self-efficacy were selected by pretest.Subjects were 240 students of Tatung Institute of Technology, approximately equal in number by gender. According to the experiment results, we obtained the following conclusions:
1. Faced with high threat ad, subjects have higher fear emotional response, better attitude toward the ad, and higher behavior intentions than low threat ad.
2. Fear emotional response can affect behavioral intentions positively.
3. Subjects with high self-efficacy, have better attitude toward the ad and higher behavioral intentions than those with self-efficacy.
4. When subjects'' perceived social costs are high, they may be reluctant to use the recommended behavior. Consequently, lower attitude toward the ad and behavioral intentions will be occur.
5. In the topic of sexually transmitted diseases (STD), since females are physically unable to be solely responsible for adopting the recommended behavior (i.e., using condoms), they have less control over implementation.Therefore, females have worse attitude toward the ad and lower behavioral intentions than males.