臺灣博碩士論文加值系統

菸害防制已成為世界各國政府與民間團體所重視的公共議題，台灣多年來在政府首要健康單位國民健康署與非營利組織董氏基金會的推動下，陸續通過菸害防制法、健康福利捐等相關法案，並透過大眾傳播媒介與網路宣導菸害相關訊息，意圖改善國人吸菸情況並對健康態度與行為產生影響。近年來，社交媒體異軍突起使用量呈現驚人的成長，在健康領域的應用亦十分蓬勃發展，綜觀國內相關研究，多數聚焦在社交媒體之社會行銷的成果評估，健康組織如何透過社交媒體，有效的傳遞訊息內容、訊息策略與表現形式，以對閱聽眾產生影響，實有必要加以探討。
本研究使用內容分析法，分析國民健康署與董氏基金會在Facebook粉絲專頁中菸害防制訊息，探討其中訊息議題、訊息呈現形式、宣導活動與訊息議題代言人、訊息陳述方式、訊息訴求對象、宣導訊息訴求、宣導訊息社會支持、以及使用者社會支持和參與回饋等八個部分，最後分析國民健康署129則訊息、董氏基金會664則訊息，並得到以下五點結論：一、菸害防制訊息內容兩組織方向相似，國民健康署偏重單方向菸害宣導；二、訊息呈現形式呈現多樣化發展，脫離早期以文字與單純超連結為主；三、訊息來源與代言人兩組織差異不大，代言人可依據目標閱聽眾而多元使用；四、兩組織皆以理性訴求為主、感性訴求為輔的行為導向議題；董氏基金會恐懼訴求運用較頻繁；五、社會支持和參與互動較為缺乏，Facebook淪為單向菸害宣導之工具。研究結論並提出相關建議予學術界和實務界，以期未來能有效透過學術研究的結果，結合台灣菸害防制實務，對閱聽眾產生健康態度與行為的影響和改變。

Tobacco hazard prevention has been a serious issue among the world including Taiwan. For example, Ministry of Health and Welfare, Taiwan’s government in charge of health for the public, and the nonprofit association, John Tung Foundation, have helped pass the Tobacco Hazards Prevention Act and Health and Welfare Surcharge of Tobacco Products. Meanwhile, they communicated cigarette-related news via mass media in an intention to improve smokers' attitude and behavior toward their own health. Recently, social media has also been adopted in health communication due to its popularity, which increases the attention in academic field. However, relevant studies in Taiwan have focused on its effectiveness and evaluation from the perspective of social marketing. Very few studies concentrated on the health-related message creation, message communication strategy, and post type and form on social media, not to mention its influence on the audience. Thus, the gap must be bridged.
This study tried to realize the tobacco-related message on Facebook Fan Page of Ministry of Health and Welfare and John Tung Foundation by exploring the message issue, message post form, promotion and issue endorsement, message narratives, the subject to message appeals, message appeals, social support in message, users’ social support and feedback. Last, the study also analyzed 129 messages from Ministry of Health and Welfare and 664 from John Tung Foundation and came up with 5 main results: 1) The tobacco prevention messages content from both pages are identical but Ministry of Health and Welfare emphasize one-way promotion. 2) The message post forms are diverse, drifted away from simple text or hyperlink. 3) The message source and endorsement are of little difference between the two pages. Endorsement is suggested to vary due to different target audience. 4) Both of the two pages mainly rely on rational appeal while emotional appeal subsidiary. John Tung Foundation uses Fear appeals more often. 5) Social support and feedback engagement are lacking, which makes Facebook a one-way communication tool.
The study ends up by giving suggestions to the academic and practical field based on the results and conclusions in an expectation to strengthen practical field for effectively improve audience’s health attitude and behavior.

第一章、緒論 1
第一節、研究背景 1
第二節、研究動機 6
第三節、研究目的與問題 9
第二章、文獻探討 10
第一節、健康傳播 10
第二節、健康傳播與社交媒體 16
第三節、菸害防制 22
第四節、社會支持 32
第三章、研究方法 37
第一節、研究架構 37
第二節、研究對象與研究工具 38
第三節、前測與信度檢驗 45
第四章、資料分析 47
第一節、訊息議題與呈現形式 47
第二節、宣導訊息之策略與表現形式 51
第三節、社會支持和參與互動 65
第五章、結論 80
第一節、研究結果與討論 80
第二節、研究建議 83
第三節、研究限制 86
參考文獻 87
附錄一、本研究類目定義 100
附錄二、內容分析編碼表 104
表次
表 3-3-1 信度檢驗結果 46
表 4-1-1. 國民健康署與董氏基金會 FACEBOOK 粉絲專頁之訊息議題 48
表 4-1-2. 國民健康署與董氏基金會 FACEBOOK 粉絲專頁訊息所含議題量 48
表 4-1-3. 國民健康署與董氏基金會訊息呈現形式 49
表 4-2-1. 國民健康署與董氏基金會之議題（活動）代言人 52
表 4-2-2. 國民健康署與董氏基金會訊息代言人次數表 53
表 4-2-3. 國民健康署訊息議題與議題（活動）代言人交叉表 54
表 4-2-4. 董氏基金會訊息議題與議題（活動）代言人交叉表 55
表 4-2-5. 國民健康署與董氏基金會之訊息陳述方式次數表 56
表 4-2-6. 國民健康署與董氏基金會之訊息訴求對象次數表 57
表 4-2-7. 國民健康署訊息陳述方式與訴求對象次數交叉表 58
表 4-2-8. 董氏基金會訊息陳述方式與訴求對象交叉表 59
表 4-2-9. 國民健康署與董氏基金會之訊息訴求次數表 60
表 4-2-10. 國民健康署與董氏基金會每則訊息所含訴求次數表 60
表 4-2-11. 國民健康署訊息議題與訊息訴求交叉表 62
表 4-2-12. 董氏基金會訊息議題與訊息訴求交叉表 63
表 4-3-1. 國民健康署與董氏基金會張貼訊息之社會支持次數表 67
表 4-3-2. 國民健康署與董氏基金會每則訊息所含社會支持次數表 67
表 4-3-3. 國民健康署訊息議題與社會支持交叉表 68
表 4-3-4. 董氏基金會訊息議題與社會支持交叉表 71
表 4-3-5. 國民健康署與董氏基金會按讚、分享和留言之次數表 72
表 4-3-6. 國民健康署張貼訊息與其留言、分享之社會支持交叉表 74
表 4-3-7. 董氏基金會張貼訊息與其留言、分享之社會支持交叉表 76
圖次
圖 3-1-1. 研究架構 37
圖 4-2-1. 國民健康署使用動物作為代言人策略 52
圖 4-3-1. 國民健康署訊息之資訊性社會支持 66
圖 4-3-2. 國民健康署訊息之工具性社會支持 66
圖 4-3-3. 董氏基金會訊息之情緒性社會支持 70
圖 5-1-1. 國民健康署訊息之小編釋出的社會性支持 78

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