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研究生:楊雅嵐
研究生(外文):Ya-Lan Yang
論文名稱:食品風險資訊表達型態對民眾風險知覺之影響
論文名稱(外文):Risk Information Disclosure Formats Effect on Perceived Risk: Using Food Safety Risk Communication As an Example
指導教授:林希偉林希偉引用關係
指導教授(外文):Shi-Woei Lin
學位類別:碩士
校院名稱:元智大學
系所名稱:企業管理與服務科學學程
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:2011
畢業學年度:99
語文別:中文
論文頁數:90
中文關鍵詞:風險溝通風險知覺食品安全
外文關鍵詞:Risk communicationPerceived riskFood safety
相關次數:
  • 被引用被引用:4
  • 點閱點閱:392
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  • 收藏至我的研究室書目清單書目收藏:0
風險溝通形式對被溝通者(或決策者)的知覺及行為有所影響,而資訊本身及其呈現亦會成為風險認知形成與風險管理介入時的關鍵。因此,如能注意並善用風險上的溝通形式,社會、企業以至個人都能更有效的進行溝通、對風險有正確的認知、也能促成更理性的決策。
本研究以一般食品消費者為研究對象,採二因子實驗設計(2×2)探討數值資訊型態與言語措詞框架兩個因素對於風險知覺的影響。研究中共發放300份問卷,每一實驗情境受測者為75人,扣除無效問卷後共回收296份問卷。另外,由於實驗中同時衡量資訊來源的信任程度與信任傾向兩項干擾變項,因此採用二因子共變異數分析(two-way ANCOVA )檢驗交互效果。
研究結果顯示雖然數值資訊型態與言語框架各自對風險知覺沒有顯著的主要效果,但卻有顯著的交互效果。本研究亦支持情感擔憂有部分中介風險知覺對行為決策影響的效果。


Risk communication formats will influence the perception and behavior on decision-makers. When people manage the risk and form the perceived risk, the information and its disclosure format will be the key factors. Therefore, if people can pay attention to select appropriately about the risk communication format, the community, business and individuals, which can have a more effective communicate and have a more correct perceived risk, and these also can lead them to make more rational decisions.
This study analyzed the result of actual food consumers. We use two factors design(2×2)to discuss numerical and verbal information format in terms of the influences on the perceived risk. We sent 300 questionnaires, and there are 75 experimental respondents. After excluding the invalid questionnaires, we still received 296 valid questionnaires. In addition, we measured the reliability of sources of information and the trust propensity, and made these two factors as the intervening variables in this experiment. And two- way ANCOVA was conducted to assess the interact effect.
Although the results present numerical and verbal information format, which do not have main effect separately on perceived risk, the two factors have significant interaction effects. This research also supports the relationship between perceived risk and decision behavior was partially mediated by emotional worries.


中文摘要 ……………………………………………………………… i
英文摘要 …………………………………………………………… ii
誌謝 ………………………………………………………………… iii
目錄 ………………………………………………………………… iv
表目錄 …………………………………………………………………v
圖目錄 ………………………………………………………………vii
第一章 緒論…………………………………………………… 1
第二章 重要文獻回顧與假設………………………………… 5
第一節 風險溝通的基本理論與介紹………………………… 5
第二節 風險溝通的形式……………………………………… 7
第三節 信任與風險溝通………………………………………… 14
第四節 情感擔憂、風險知覺與決策行為…………………… 15
第五節 小結……………………………………………………… 17
第三章 研究方法 ………………………………………… 18
第一節 研究架構與假設…………………………………… 18
第二節 變數定義與衡量方式………………………………… 19
第三節 問卷發展……………………………………………… 22
第四節 實驗設計與抽樣…………………………………… 26
第五節 資料分析方法………………………………………… 28
第四章 實證資料分析……………………………………………31
第一節 效度與信度分析………………………………………… 31
第二節 敘述性統計結果…………………………………… 33
第三節 數值資訊型態與言語措詞型態主要效果之檢測……… 34
第四節 數值資訊型態與言語措詞型態對風險知覺交互效果之分析…… 36
第五節 數值資訊型態與言語措詞框架對風險知覺單純主要效果分析… 42
第六節 情感擔憂的中介效果分析……………………………… 45
第五章 討論與結論 …………………………………………… 47
第一節 討 論 ……………………………………………………47
第二節 研究貢獻……………………………………………… 50
第三節 研究限制………………………………………………… 52
參考文獻 …………………………………………………………… 54
附錄一:比率-負面型態問卷………………………………………… 63
附錄二:比率-正面型態問卷………………………………………… 70
附錄三:頻率-負面型態問卷……………………………………… 77
附錄四:頻率-正面型態問卷……………………………………… 84


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