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研究生:李芸萱
研究生(外文):Yun-Hsuan Li
論文名稱:探討拒菸廣告訊息框架、主題型態對青少年拒菸意願之影響--以廣告態度作為中介變項、性別作為調節變項
論文名稱(外文):The Effects of Message Framing, Campaign Theme in Anti-Smoking Advertisements on Behavioral Intention among Adolescents: Attitude Toward Ad as a Mediator, Gender as a Moderator.
指導教授:林志學林志學引用關係
指導教授(外文):Chih-Hsueh Lin
學位類別:碩士
校院名稱:中國醫藥大學
系所名稱:醫務管理學系碩士班
學門:商業及管理學門
學類:醫管學類
論文種類:學術論文
論文出版年:2019
畢業學年度:108
語文別:中文
論文頁數:118
中文關鍵詞:青少年拒菸廣告主題型態訊息框架恐懼訴求廣告態度拒菸意願
外文關鍵詞:Campaign themeMessage framingattitude toward adanti-smoking intentionfear appeal
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第壹章、緒論 1
第一節、研究背景與動機 1
第二節、研究目的 5
第貳章、文獻探討 6
第一節、廣告訊息設計 6
一、訊息框架理論 6
二、恐懼訴求 7
三、廣告主題型態 12
第二節、廣告效果 13
一、廣告態度 14
二、行為意願(拒菸意願) 17
第三節、性別在拒菸議題中所扮演的角色 18
第四節、文獻小結 19
第五節、研究假設推論 20
一、廣告態度之假設 20
二、拒菸意願之假設 22
三、廣告態度與拒菸意願之假設 24
四、以性別為調節變項之假設 25
第參章、研究方法 26
第一節、研究架構 26
第二節、研究對象與抽樣方法 26
第三節、研究程序 27
第四節、研究工具 29
一、拒菸平面廣告設計 29
二、拒菸平面廣告前測 30
三、調查問卷 33
(一)基本人口特性 33
(二)閱覽廣告後產生的廣告態度 34
(三)拒菸意願 35
第五節、研究工具信效度檢定 36
一、研究工具信度檢定 36
二、研究工具效度檢定 37
(一)專家內容效度(Content Validity Index, CVI) 37
(二)建構效度 38
1. 廣告態度量表之建構效度 38
2. 拒菸意願量表之建構效度 39
第六節、統計分析方法 43
一、描述性統計與常態性檢定 43
二、雙變量分析 43
(一)單因子變異數分析 (one-way ANOVA) 43
(二)重複測量單因子變異數分析(Repeated measured one-way ANOVA) 43
(三)獨立樣本t檢定(Independent Sample t-test) 44
(四)相依樣本t檢定(Paired Sample t-test) 44
三、多變量分析 44
(一)複迴歸(Multiple Regression) 44
(二)階層迴歸(Hierarchical Regression) 44
1.中介效果分析 44
2.調節效果分析 44
第肆章、研究結果 45
第一節、描述性分析 45
第二節、常態性檢驗分析 49
一、受試者廣告態度之描述性統計與常態性檢驗 49
二、受試者拒菸意願之描述性統計與常態性檢驗 50
第三節、雙變量分析 52
一、廣告態度與拒菸意願因素之差異相依樣本t檢定 52
二、廣告效果分析 54
(一)不同拒菸廣告之單因子變異數分析 54
(二)正負向訊息框架之獨立樣本t檢定 55
(三)健康效應社交規範廣告主題之獨立樣本t檢定 55
第四節、多變量分析 57
一、複迴歸分析 57
(一)拒菸廣告對廣告態度之複迴歸分析 57
(二)拒菸廣告對拒菸意願之複迴歸分析 58
二、階層迴歸 61
(一)以廣告態度作為中介變項之分析 61
(二)以性別作為調節變項之分析 67
1. 性別對所有拒菸廣告與拒菸意願的調節作用 68
(1) 性別在正向訊息框架-健康效應主題廣告與拒菸意願的調節效果 68
(2) 性別在負向訊息框架-健康效應主題廣告與拒菸意願的調節效果 72
(3) 性別在正向訊息框架社會規範主題廣告與拒菸意願的調節效果 74
(4) 性別在負向訊息框架社會規範主題廣告與拒菸意願的調節效果 77
2. 性別對不同群組的拒菸廣告與拒菸意願的調節作用 80
(1) 性別在健康效應、社交規範主題與拒菸意願的調節效果 80
(2) 性別在正負向訊息框架與拒菸意願的調節效果 83
第伍章、討論 86
第一節、基本人口學對廣告態度與拒菸意願之影響與探討 86
第二節、不同拒菸廣告對廣告態度與拒菸意願之影響與探討 87
一、不同廣告主題與正負向訊息框架對廣告態度之影響與探討 88
二、不同廣告主題與正負向訊息框架對拒菸意願之影響與探討 89
三、不同拒菸廣告之廣告效果影響與探討 90
第三節、廣告態度的中介效果之影響與探討 92
第四節、性別之調節效果探討 93
第陸章、結論與建議 94
第一節、結論 94
第二節、健康行銷與衛生政策操作實務建議 96
一、拒菸廣告訊息設計 96
(一)搭配正向訊息框架與健康效應主題的呈現方式 96
(二)貼近不同性別的心理動機與需求作為依據設計拒菸廣告 97
(三)以青少年熟悉的場所設定拒菸廣告的場景 98
(四)選擇年齡相符且具正向及健康特質之廣告代言人 98
二、針對青少年族群之宣導策略 99
(一)增加廣告內容的理解性 99
(二)提供實質與心理誘因提升青少年主動性的拒菸意願 99
(三)拒菸廣告的傳播媒體以網際網路為主 100
三、總結 101
第三節、未來學術研究建議 102
第柒章、研究限制 103
參考文獻 104
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行政院衛生福利部國民健康署(2017)。青少年吸菸行為調查。
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https://www.thetruth.com/
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