臺灣博碩士論文加值系統

本研究主要以角色轉移理論為基礎，並以成人健康檢查為例。成人健康檢查廣告影片加入角色轉移理論，引導觀看者與角色之間的情感轉移，來提高健康預防行為之影響，並進一步檢驗自我健康管理及認知需求的高低是否會影響觀看者於廣告中角色轉移的程度。本研究採用便利抽樣法，募集45歲以上的受試者(N=116)分別觀看成人健康檢查相關的廣告，影片分為有、無敘事角色轉移理論，並採用T檢定及two-way ANOVA來驗證研究假說。結果發現，廣告中加入角色轉移理論對於之後的健康預防行為有正向的影響，角色轉移影片確實讓觀看者的情感與廣告中的角色做連結，進而提高說服力。另一個結果發現，健康的預防行為可借由角色轉移的程度來提升效果，但也可能受到觀看者本身的自我健康管理程度和認知需求程度所影響。高自我健康管理的受測者自制與執行能力較佳，透過角色轉移理論後，所受到影響效果比低自我健康管理者更好，所以可以透過角色轉移廣告來能影響其健康預防行為。最後，從實驗結果也發現，認知需求越低者較不愛思考，透過角色轉移理論後更能促進健康預防之行為。

This study is mainly based on the Theory of Role Transportation, and to use adult health-examination as an example. In order to improve Health Prevention Behavior(HPB), Adult Health-Check advertising film joins Role Transportation Theory to guide the emotional transfer between the viewer and the role. Furthermore, advertiser would examine whether the level of self-efficacy and cognitive needs will affect the role transfer of viewers in advertising. In this study, we used the convenience sampling method to recruit participants whose over 45 years old (N = 116) to observe the adult health-check advertisements. The films were separated into two treatments: narrative and role transportation. Both use T-test and two-way ANOVA to verify the hypothesis. Finally, the conclusion was found that the Role Transportation Theory which had a positive effect to advertising on subsequent HPB. Indeed, the Role Transportation Theory does make the viewer's emotions link with the role who’s in the advertising, and then enhance persuasion. In addition, even HPB can be enhanced by the Theory of Role Transportation, but it may also be influenced by the self-efficacy and the cognitive needs of the viewer. The Higher self-efficacy participants are good at self-control that had more positive influence on the HPB by the Role Transportation Theory than he lower self-efficacy participants. Ultimately, some of participants who have the lower level of cognitive needs are much influenced by the Role Transportation Theory.

誌謝辭 ‧‧‧‧‧‧‧‧‧‧‧‧‧‧‧‧‧‧‧‧‧‧‧‧‧‧iii
中文摘要 ‧‧‧‧‧‧‧‧‧‧‧‧‧‧‧‧‧‧‧‧‧‧‧‧‧‧iv
英文摘要 ‧‧‧‧‧‧‧‧‧‧‧‧‧‧‧‧‧‧‧‧‧‧‧‧‧‧v
內容目錄 ‧‧‧‧‧‧‧‧‧‧‧‧‧‧‧‧‧‧‧‧‧‧‧‧‧‧‧vi
表目錄 ‧‧‧‧‧‧‧‧‧‧‧‧‧‧‧‧‧‧‧‧‧‧‧‧‧‧viii
圖目錄 ‧‧‧‧‧‧‧‧‧‧‧‧‧‧‧‧‧‧‧‧‧‧‧‧‧‧ix
第一章 緒論 ‧‧‧‧‧‧‧‧‧‧‧‧‧‧‧‧‧‧‧‧‧1
第二章 文獻探討與假說 ‧‧‧‧‧‧‧‧‧‧‧‧‧4
第一節 角色轉移理論 ‧‧‧‧‧‧‧‧‧‧‧‧4
第二節 敘事廣告 ‧‧‧‧‧‧‧‧‧‧‧‧‧‧‧‧5
第三節 自我健康管理 ‧‧‧‧‧‧‧‧‧‧‧‧‧5
第四節 認知需求理論 ‧‧‧‧‧‧‧‧‧‧‧‧‧6
第五節 健康預防之行為意圖 ‧‧‧‧‧‧‧‧7
第六節 假說推論 ‧‧‧‧‧‧‧‧‧‧‧‧‧‧‧‧8
第三章 研究方法 ‧‧‧‧‧‧‧‧‧‧‧‧‧‧‧‧‧‧‧10
第一節 研究設計與流程 ‧‧‧‧‧‧‧‧‧‧‧10
第二節 變數操弄與衡量 ‧‧‧‧‧‧‧‧‧‧‧13
第三節 資料分析方法 ‧‧‧‧‧‧‧‧‧‧‧‧‧16
第四章 資料分析 ‧‧‧‧‧‧‧‧‧‧‧‧‧‧‧‧‧‧‧19
第一節 受試者統計 ‧‧‧‧‧‧‧‧‧‧‧‧‧‧19
第二節 假說檢定 ‧‧‧‧‧‧‧‧‧‧‧‧‧‧‧‧19
第五章 結論與建議 ‧‧‧‧‧‧‧‧‧‧‧‧‧‧‧‧‧24
參考文獻 ‧‧‧‧‧‧‧‧‧‧‧‧‧‧‧‧‧‧‧‧‧‧‧‧‧‧26
附錄A 第一次前測問卷 ‧‧‧‧‧‧‧‧‧‧‧‧‧‧‧33
附錄B 第二次前測問卷 ‧‧‧‧‧‧‧‧‧‧‧‧‧‧‧34
附錄C 正式實驗問卷 ‧‧‧‧‧‧‧‧‧‧‧‧‧‧‧‧36
附錄D 影片呈現 ‧‧‧‧‧‧‧‧‧‧‧‧‧‧‧‧‧‧‧‧37

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