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研究生:洪翊庭
研究生(外文):Yi-Ting Hung
論文名稱:社群網站上交通宣導成效因素之探討
論文名稱(外文):An Investigating of Factors Affecting the Performance of Traffic Propaganda in the Social Network Sites
指導教授:楊惠貞楊惠貞引用關係
指導教授(外文):Hui-Jen Yang
學位類別:碩士
校院名稱:國立勤益科技大學
系所名稱:資訊管理系
學門:電算機學門
學類:電算機一般學類
論文種類:學術論文
論文出版年:2017
畢業學年度:105
語文別:中文
論文頁數:61
中文關鍵詞:恐懼訴求訊息訊息可信度人格特質遏止理論交通宣導成效
外文關鍵詞:fear appealsmessage credibilitypersonality traitscontainment theorytraffic propaganda performance
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社群網站近年來蓬勃發展,已漸漸成為生活中訊息傳遞的重要媒介。而在社群網路上我們常見到許多不同形式的交通訊息,這些交通說服訊息對行駛交通者有抑制違規行為的作用嗎?本研究以社群網站為調查環境,來進一步探討恐懼訴求訊息、訊息可信度與人格特質因素對交通宣導成效之影響,並以遏止理論為干擾變數,探討其對交通宣導成效是否具有干擾效果。透過問卷進行資料收集,共回收有效問卷為434份。結果發現,恐懼訴求訊息對勸阻效果、行動意願及情緒感受的交通宣導成效有顯著影響;訊息可信度對勸阻效果、行動意願的交通宣導成效有顯著影響;人格特質對勸阻效果、行動意願的交通宣導成效有顯著影響;內部遏止會顯著影響恐懼訴求訊息與行動意願之關係;內部遏止會顯著影響人格特質與行動意願之關係;外部遏止會顯著影響訊息可信度與勸阻效果之關係;外部遏止會顯著影響恐懼訴求訊息與行動意願之關係;外部遏止會顯著影響訊息可信度與行動意願之關係;外部遏止會顯著影響人格特質與情緒感受之關係。本研究並針對這些假說結果進行探討,期望研究結果可提供交通宣導機關作為參考。
The flourishing of social networking sites in recent years has gradually become an important medium in the lives of message. There are many different types of traffic information showing in social network site. Do these persuasive message inhibit the violation behavior of driver? The main purpose of this study is to examining the factors affecting the performance of traffic propaganda. Fear appeals, source credibility, personality traits and containment theory are factors tested in the hypotheses. The questionnaire methods are used to collect the data. A total of 434 valid samples were collected. The results found that fear appeals has a significant effect on dissuasive effect, behavior intention and emotional feelings. Source credibility has a significant effect on dissuasive effect, behavior intention and emotional feelings. Personality traits have a significant effect on dissuasive effect and behavior intention. Inner containment has a significant effect the relationship between fear appeals and behavior intention. Inner containment has a significant effect the relationship between personality traits and behavior intention. Outer containment has a significant effect the relationship between message credibility and effect. Outer containment has a significant effect the relationship between fear appeals and behavior intention. Outer containment has a significant effect the relationship between message credibility and behavior intention. Outer containment has a significant effect the relationship between personality traits and emotional feelings. However, personality traits are not significant effect on emotional feelings. The implications of these results for the hypotheses are discussed in this study. The results can be a reference for the government to build up traffic rules.
摘要 I
Abstract II
致謝 III
目錄 IV
圖目錄 VII
表目錄 VIII
第一章 緒論 1
1.1 研究背景與動機 1
1.2 研究目的 3
第二章 文獻探討 4
2.1 社群網站 4
2.2 交通宣導成效 5
2.3 恐懼訴求訊息 7
2.4 訊息可信度 8
2.5 人格特質 10
2.6 遏止理論(Containment Theory) 12
2.6.1 內部遏止(Inner Containment) 12
2.6.2 外部遏止(Outer Containment) 13
第三章 研究方法 14
3.1 研究架構 14
3.2 研究假說 15
3.3 研究變數測量 18
3.4 問卷設計 19
3.4.1 恐懼訴求訊息 19
3.4.2 人格特質 20
3.4.3 訊息可信度 20
3.4.4 勸阻效果 21
3.4.5 行動意願 21
3.4.6 情緒感受 22
3.4.7 內部遏止 22
3.4.8 外部遏止 23
3.5 資料收集 23
3.6 資料分析方法 24
第四章 資料分析 26
4.1 基本資料分析 26
4.2 信度與效度檢測 28
4.2.1 信度檢測 28
4.2.2 效度檢測 28
4.3 結構化方程式 31
4.3.1 多元常態性分配 31
4.3.2 測量模型-驗證性因素分析 34
4.3.3 區別效度 38
4.3.4 模型修正 39
4.3.5 模型適配度 40
4.3.6 結構模型-假說檢定結果 42
第五章 討論與結論 46
5.1 研究結果與討論 46
5.1.1 恐懼訴求對交通宣導成效的影響 46
5.1.2 人格特質對交通宣導成效的影響 46
5.1.3 訊息可信度對交通宣導成效的影響 47
5.1.4 內部遏止對交通宣導成效的干擾影響 47
5.1.5 外部遏止對交通宣導成效的干擾影響 48
5.2 管理意涵與貢獻 48
5.2.1 學術意涵 48
5.2.2 實務貢獻 49
5.3 研究限制與未來研究方向 49
參考文獻 50
附錄 59
中文文獻
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網路文獻
[1]內政部統計處網站(2015)。道路交通事故概況,取自: http://statis.moi.gov.tw/micst/stmain.jsp?sys=220&ym=9500&ymt=10400&kind=21&type=1&funid=c0690101&cycle=4&outmode=0&compmode=0&outkind=1&fldlst=1100111&cod00=1&rdm=7Bboqopn
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