反毒公益廣告對感官刺激尋求程度不同者的影響

The Effect of Anti-drug PSAs on Viewers with Different Sensation-Seeking Tendency

林素真

反毒公益廣告 ； 自覺訊息感官刺激值 ； 刺激尋求程度 ； 物質使用 ； 健康促進 ； anti-drug PSAs ； perceived message sensation value ； sensation seeking ； substance abuse ； health promotion

中國廣告學刊

18期（2013 / 03 / 01）

35 - 62

繁體中文

研究目的：本研究的主要目的在釐清刺激尋求程度與特質使用危險因子的關聯性，以及探討反毒公益廣告所乘載的訊息感官刺激值對反毒意圖改變與反毒行為改變的影響，以建構針對刺激尋求人格特質所設計之健康宣導訊息傳播模式，並檢視該模式的配適度。研究方法：225位實驗參與者在觀看3部高感官刺激反毒公益廣告/低感官刺激公益廣告之前、後填寫問卷，以瞭解反毒公益廣告對閱聽人在認知、態度及行為上的影響並取得可能影響反毒行為改變的變項之測量值。研究結果：1.以刺激尋求人格特質為導向之健康宣導訊息傳播模式模式配適度佳；2.刺激尋求程度隨性別及年齡的不同而有差異；3.物質使用的危險因子與刺激尋求程度呈中低度相關，並負向影響反毒態度；4.具有高刺激尋求人格特質傾向者車交易對反毒公益廣告的訊息刺激值作出低於常人的評估，而自覺反毒公益廣告的訊息感官刺激程度會正向影響反毒行為意圖及反毒行為改變，且此效果不需經由反毒認知及反毒態度的改變，可直接造成影響。研究結論：政府或民間從事反毒防制活動的相關單位，若能投資拍攝具豐富感官刺激的反毒公益廣告，應較能達到反毒宣導之成效。

Purpose: Based on substance abuse related literature, an effective communication model of health promotion message design was established for high sensation seekers, and a comprehensive set of constructs with a methodology for testing the causal relationships among them was compiled. Methods: In this research, 225 participants filled out questionnaires before and after they watched 3 PSAs high/low in sensory stimulation to provide values of measurement items (scales) from every variable in the model. Results: First, comparisons of all fit indices, with their corresponding recommended values, provided evidence for a good model fit between the proposed model and the empirical data obtained. Second, participants with different genders and ages displayed different degrees of sensation seeking tendency. Third, significant correlations were found among substance abuse risk factors and degree of sensation seeking, and substance abuse risk factors had a negative effect on anti-drug attitudes. Third, high sensation seekers longed for novel and exciting stimuli and tended to assign a lower level sensation value to anti-drug PSAs. However, high perceived sensation values were found to have a positive effect on antidrug abuse intentions and behavioral change. Finally, perceived sensation values exerted direct effects on antidrug abuse intentions and behavioral change, without changes in anti-drug perceptions and attitudes as mediators. Conclusions: This research demonstrated the effectiveness of high sensation value messages in influencing antidrug abuse intentions and drug-related behaviors of high sensation seekers. The results suggested how best to reach young adults at risk for substance abuse with high sensation type prevention messages.

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