博碩士論文 etd-0701111-163109 詳細資訊


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姓名 周季庭(Chi-Ting Chou) 電子郵件信箱 E-mail 資料不公開
畢業系所 傳播管理研究所(Communications Management)
畢業學位 碩士(Master) 畢業時期 99學年第2學期
論文名稱(中) 子宮頸抹片檢查廣告之第三人效果
論文名稱(英) Third-Person Effect in Pap Smear Advertisements
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    摘要(中) 本研究將探討子宮頸抹片檢查廣告透過廣告訴求正負面、廣告標語涵蓋層面
    以及受眾性態度與第三人效果的關聯,以及行為意圖的變化。使政府在製作相關
    廣告片的同時,能夠參考較有效益的廣告模式,而非一味的整合所有廣告訴求和
    標語於一體。研究結果顯示:廣告訴求的正負面和涵蓋層面的確會影響第三人效
    果認知差距;性態度卻不造成影響。在本研究中,並未發現第三人效果認知差距
    對行為意圖的顯著影響。
    摘要(英) This study explores whether the third-person effect caused by the Pap smear
    advertisements appear & if they turn viewers into actions. The degree that the
    advertisements effect on third-person effect is focused, as a reference for the
    government when they’d like to make more effective advertisements, instead of putting
    all the slogans & appeals together. The result shows: Advertising appeal(positive /
    negative) & direct / indirect wording influences third/first-person effect ,while sexual
    attitude of audience doesn’t. Because of the privacy of pap smear test, the research
    didn’t find the relation between third/first person perception & behavior intention.
    關鍵字(中)
  • 第三人效果
  • 廣告訴求
  • 涵蓋層面
  • 性態度
  • 行為意圖
  • 關鍵字(英)
  • behavior intention
  • sexual attitude
  • advertising appeal
  • third-person effect
  • 論文目次 致謝 .................................................................................................................. ii
    中文摘要 ......................................................................................................... iv
    英文摘要 .......................................................................................................... v
    目錄 ................................................................................................................. vi
    表目錄 ........................................................................................................... viii
    第壹章、緒論 ................................................................................................... 1
    第一節、研究背景與動機 ................................................................................ 1
    第二節、研究問題 ............................................................................................ 2
    第貳章、文獻探討 ........................................................................................... 5
    第一節、現況分析 ............................................................................................ 5
    第二節、第三人效果 ...................................................................................... 10
    第三節、第一人效果 ...................................................................................... 14
    第四節、廣告訴求 .......................................................................................... 18
    第五節、訊息涵蓋層面 .................................................................................. 23
    第六節、性態度與第三人效果 ...................................................................... 26
    第七節、行為意圖 .......................................................................................... 31
    第參章、研究方法 ......................................................................................... 35
    第一節、研究架構 .......................................................................................... 35
    第二節、研究假說 .......................................................................................... 35
    第三節、研究變項操作型定義 ...................................................................... 37
    第四節、研究對象 .......................................................................................... 39
    第五節、研究程序 .......................................................................................... 39
    第肆章、資料分析 ......................................................................................... 42
    第一節、描述性統計分析 .............................................................................. 42
    第二節、t 檢定 ................................................................................................ 47
    第三節、假設檢定 .......................................................................................... 49
    第伍章、討論 ................................................................................................. 52
    第陸章、結論 ................................................................................................. 56
    第一節、研究結果 .......................................................................................... 57
    第二節、研究貢獻 .......................................................................................... 58
    第三節、研究限制與建議 .............................................................................. 59
    參考文獻 ........................................................................................................ 62
    中文文獻 .......................................................................................................... 62
    英文文獻 .......................................................................................................... 68
    附錄:問卷A ................................................................................................. 78
    附錄:問卷B ................................................................................................. 84
    附錄:問卷C ................................................................................................. 90
    附錄:問卷D ................................................................................................. 96
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    口試委員
  • 劉盈慧 - 召集委員
  • 葉淑娟 - 委員
  • 李雅靖 - 指導教授
  • 口試日期 2011-06-27 繳交日期 2011-07-01

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