题名

商業與公共網站預防禽流感傳播活動效果 以大學生對3M及北市府說服訊息的風險知覺為例

DOI

10.29986/TJA.200803.0005

作者

潘家鑫

关键词

禽流感 ; 資訊處理 ; 風險知覺 ; 理性思維 ; 來源線索 ; 嚴重性框架

期刊名称

中國廣告學刊

卷期/出版年月

13期(2008 / 03 / 01)

页次

76 - 99

内容语文

繁體中文

中文摘要

繼SARS疫情後,台北在2005年底又陷入可能爆發H5N1型禽流感的恐慌中,除了衛生單位外,3M等醫療器材供應廠商也基於社會責任及商機,推廣預防知識的傳播活動。本研究從雙重路徑資訊處理的觀點,分析206位大學生如何處理商業與非商業網站的禽流感資訊,並檢視個人理性思維傾向、訊息來源線索及嚴重性框架對其風險知覺的影響效果。研究結果顯示,商業網站的禽流感訊息,較易引起低理性思維程度受測者的風險知覺;並發現,訊息框架風險的嚴重程度,對於受測者負面情緒反應有顯著效果。本研究並探討個人差異與訊息特性等因素如何影響風險溝通過程。

主题分类 社會科學 > 傳播學
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