题名

癌症篩檢宣導海報之說服效果探討

并列篇名

An Investigation into the Persuasive Effect of Posters on Cancer Screening

DOI

10.6144/JIC.2015.0601.01

作者

周穆謙(Mu-Chien Chou)；林以容(Yi-Jung Lin)

关键词

訊息框架 ； 訊息置入方式 ； 海報 ； 說服效果 ； 癌症篩檢 ； Message framing ； Information presentation ； Poster ； Persuasive effect ； Cancer screening

期刊名称

資訊傳播研究

卷期/出版年月

6卷1期（2015 / 10 / 01）

页次

1 - 27

内容语文

繁體中文
中文摘要

全球癌症發生率持續增加，惟有事先做好預防才是達到有效控制癌症蔓延的關鍵。臺灣雖早已將具篩檢效益之四大癌症納入醫療補助，但是篩檢率仍偏低，是故如何提升癌症篩檢宣導的說服效果，為本研究所欲探討的重點。本研究欲以海報為標的，從如何適切地呈現資訊（訊息框架、訊息置入方式）來提升民眾參與癌症篩檢之說服效果的面向進行探討。本研究採便利抽樣，針對年滿20歲民眾進行問卷調查法，共發放469份問卷（有效問卷436份，填答率92.96%），資料統計採變異數分析法進行。本研究結果顯示：（一）負面訊息框架的說服效果優於正面訊息框架；（二）訊息置入方式以喚醒性的說服效果最佳；（三）訊息框架與訊息置入方式有交互作用存在，並會影響癌症篩檢海報對於民眾的說服效果。本研究結果可提供推廣癌症篩檢之組織參考，以利適切地呈現資訊，有效進行訊息傳遞，進而說服民眾接受癌症篩檢，間接提升癌症篩檢率。
英文摘要

The incidence of cancer continues to increase worldwide. Prevention is the key to effectively controlling the rising number of cancer patients. Although the Taiwanese government has provided medical subsidies for four specific types of cancer treatment modalities, the screening rate is still low. Therefore, researchers were motivated to determine methods to enhance the persuasive effects of cancer guidance messages. The study explored the persuasive effects of posters and evaluated the appropriateness of the information being presented by analysing the framing of the message and the method of information presentation, which affect people's willingness to participate in cancer screening. This study targeted people aged 20 years or older. It adopted a convenient sampling method and questionnaire survey procedure. The researchers distributed 469 questionnaires, of which 436 were valid. Subsequently, they employed two-way ANOVA to analyse the information collected. The major findings of this health communication study are as follows: (1) loss-framed messages have a stronger persuasive effect than gain-framed messages do, (2) the persuasive effect of the conscience-raising method is stronger than those of the other approaches, and (3) message framing and information presentation are interrelated. The results of this study may serve as an avenue for future research and design practices.
主题分类 社會科學 > 傳播學
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