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研究生:陳昭男
論文名稱:個人調節焦點與訊息訴求之配適對健康生活意願的影響
指導教授:張愛華張愛華引用關係
學位類別:碩士
校院名稱:國立政治大學
系所名稱:企業管理研究所
學門:商業及管理學門
學類:其他商業及管理學類
論文種類:學術論文
論文出版年:2009
畢業學年度:97
語文別:中文
論文頁數:110
中文關鍵詞:健康生活意願調節焦點自我效能知覺風險
相關次數:
  • 被引用被引用:2
  • 點閱點閱:235
  • 評分評分:
  • 下載下載:0
  • 收藏至我的研究室書目清單書目收藏:2
近年來,人們越來越重視健康生活的重要性,除了防止疾病的發生,更希望追求健康生活所帶來的身體健壯以及精力充沛的滿足感,是以本研究從更廣泛性的健康生活定義出發,探究人們對採取健康生活方式之意願為何。
更由於過去研究甚少針對心理層面來探討健康議題,本研究以調節焦點理論為基礎,探討不同調節焦點傾向的健康訊息框架配適下,造成的說服效果。而由於不同調節焦點的個人其目標導向的不同,在動機層面上會有不同的心理路徑,故本研究最後瞭解不同心理路徑之中介效果為何。

而本研究結果顯示:
1. 當健康訴求訊息框架與個人調節焦點配適下,會產生較佳效果的訊息說服效果,個人的健康生活意願也會更強。
2. 預防焦點傾向之個人,當其接收到預防焦點訴求訊息後,此框架配適會影響個人的知覺風險,進而影響其健康生活意願,屬於「部分中介」。
3. 促進焦點傾向之個人,當其接收到促進焦點訴求訊息後,此框架配適會影響個人的自我效能,進而影響其健康生活意願,屬於「完全中介」。
第一章 緒論 8
第一節 研究背景 8
第二節 研究動機與目的 10
第三節 研究流程 12
第二章 文獻探討 13
第一節 健康生活 13
第二節 調節焦點與訊息效果 16
第三章 研究方法 32
第一節 研究架構 32
第二節 研究假說 33
第三節 前測問卷 37
第四節 研究設計 45
第四章 研究發現與討論 50
第一節 樣本特徵 50
第二節 信度分析 52
第三節 自變數操弄結果檢定 53
第四節 假說驗證 64
第五節 假說檢定總表 82
第五章 研究結論與建議 83
第一節 研究結論 83
第二節 研究之實務意涵 84
第三節 研究貢獻 84
第四節 研究限制與未來研究方向建議 85
參考文獻 86
附錄:前測問卷 94
附錄:正式問卷 95
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