臺灣博碩士論文加值系統

溝通的議題一直是政府部門、非營利單位及企業所亟欲了解的ㄧ環，其扮演能否與閱聽者間有良好互動的關鍵，幫助深入暸解閱聽者之需求及想法，而將效用最大化。本研究即針對溝通的相關議題進行探討，以同化對比理論為基礎，發展出動態的同化對比模型。此整合式模型包括同化對比的靜態及動態的分析，結合過去學者所提出的同化對比理論、調適水準及定錨效果之研究，並加入不同時
間點，以時間序列的不同期別，探討其動態移動之過程。本研究採用2*2 (2 次序及2 理念)的因子設計，以問卷調查的方式，將所獲得的資料利用SPSS 統計軟體進行分析，研究結果發現，前ㄧ期的同化對比區對於後一期的同化對比區有顯著影響，且前一期之同化對比區及參考點皆會對同化對比區移動產生影響，而在接受區的寬窄對於同化對比區移動之容易與否則僅能微弱的證明其影響性。除了實證性分析外，更試著以數學推導之結果輔助驗證。

Communication issue is a field that government, nonprofit organizations and enterprise are interested in. It plays an important role on the interaction between the two parts. Good communication helps get to know the audience deeply, find out their needs and fulfill those needs or maximize the utility. This study explored topics about
communication issues, especially focus on the audience’s attitude scale- assimilation and contrast theory. Based on assimilation and contrast theory, we further develop a
dynamic process model of assimilation and contrast theory. This unifying framework encompass both static and dynamic perspectives, combine established theory, like
assimilation-contrast theory, adaptation level theory and anchoring effects and from time sequence point of view to discuss the displacement of latitude of acceptance and
rejection. This study adopted 2*2 treatment design,collect data by questionnaire investigation method and use SPSS to do the data analysis. The findings of this study are as follows: (1) Initial latitude of acceptance and rejection affects updated latitude of acceptance and rejection significantly. (2) Latitude of acceptance and rejection at time t affects the displacement of latitude of acceptance and rejection from time t to t+1 partially. (3) Given reference point message affects displacement of latitude of
acceptance significantly. (4) That width of acceptance area affects the displacement of latitude of acceptance and rejection is rarely supported. In addition, we do the
mathematical analysis to complete the model as possible as we can.

CHAPTER 1 INTRODUCTION................................................ 1
CHAPTER 2 LITERATURE REVIEW.................................... 4
2.1 Adaptation-Level Theory................................................................. 4
2.2 Assimilation-Contrast Theory.......................................................... 5
2.3 Assimilation-Contrast Continuity.................................................... 9
2.4 The dramatic anchoring effects...................................................... 11
2.5 A Dynamic Process Model of Assimilation-Contrast Theory......... 12
CHAPTER 3 RESEARCH METHOD .................................... 17
3.1 Operational Definition of Variables ............................................... 17
3.1.1 Idea Types........................................................................................... 17
3.1.2 Reference Point................................................................................... 17
3.1.3 Latitude of Acceptance and Rejection ................................................. 18
3.2 Research Design............................................................................ 18
3.2.1 Treatment Design................................................................................ 18
3.2.2 Sampling Design................................................................................. 19
3.3 Data Collection.............................................................................. 19
3.3.1 Pretest................................................................................................. 19
3.3.2 Procedure............................................................................................ 20
3.4 Manipulation Check ...................................................................... 21
CHAPTER 4 DATA ANALYSIS AND RESULT .................... 22
4.1 Empirical Analysis ........................................................................ 22
CHAPTER 5 CONCLUSION AND SUGGESTION.............. 35
5.1 Conclusion .................................................................................... 36
vii
5.2 Implications................................................................................... 37
5.3 Limitations and Areas for Future Research.................................... 38
REFERENCE............................................................................. 40
APPENDIXES ............................................................................ 43

Table 3- 1 The definition of variables for this study ................................. 18
Table 3- 2 The Treatment Design of This Study ....................................... 19
Table 3- 3 Pretest data analysis results...................................................... 20
Table 3- 4 Paired t-test results for manipulation check of idea type .......... 21
Table 4- 1 Cell Means .............................................................................. 23
Table 4- 2 Hypotheses Test Results .......................................................... 24
Table 4- 3 Least square sum for the treatment .......................................... 33
Table 4- 4 The means of width of acceptance area.................................... 34
Table 4- 5 Results of hypotheses testing................................................... 35

Fig. 2- 1 The Audience’s Comment on Product .......................................... 6
Fig. 2- 2 Assimilation-contrast area for an individual with different degree
of involvement.............................................................................. 8
Fig. 2- 3 Assimilation-Contrast Continuity............................................... 11
Fig. 2- 4 A Dynamic Process Model of Assimilation and Contrast Theory13
Fig. 4- 1 Latitude of Acceptance and Rejection from t0 to t2 ..................... 26
Fig. 4- 2 Inertia phenomenon ................................................................... 29
Fig. 4- 3 The shifts of subjects’ Assimilation-Contrast Area on TIDF and
DIFT…………………………………………………………... 32

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