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    題名: 健康傳播宣導訊息之說服效果探討 —以推廣素食健康飲食為例
    The persuasive effect of guidance message in health communication—promoting healthy vegetarian diet as an example
    作者: 謝增
    Xie, Zeng
    貢獻者: 林芝璇
    Lin, Jhih-Syuan
    謝增
    Xie, Zeng
    關鍵詞: 健康飲食
    素食飲食
    說服效果
    訊息策略
    健康宿命論信念
    Healthy diet
    Vegetarian
    Persuasive effect
    Message strategy
    Healthy fatalism belief
    日期: 2019
    上傳時間: 2019-09-05 17:39:05 (UTC+8)
    摘要: 隨著社會的發展，人類的平均壽命越來越長，但同時人類的健康也正在遭受著許多威脅，尤其是慢性非傳染性疾病，其中癌症是引發死亡的主要原因。世界衛生組織指出，不健康飲食、缺乏運動、不當飲酒及吸菸是造成非傳染病的四大危險因子。為了降低危險因子的影響，聯合國大會亦於2016年3月宣布2016至2025年為營養行動十年，健康飲食議題越來越受到全世界的重視，許多研究顯示素食健康飲食會降低人類罹患高血壓、心臟病甚至癌症的幾率，但是此種說法還未得到大眾廣泛的認同。從健康傳播角度出發，想要向受眾推廣素食健康飲食方式來實現預防癌症的目標，怎樣的訊息宣導策略會對受眾產生較好的說服效果呢？
    因此，本研究以健康宣導訊息策略中常被採用的訊息表現形式為自變項，包括敘事型訊息和數據型訊息，以對素食健康飲食的說服效果為依變項，包括態度和行為意願，並將健康宿命論信念納入作為調節變項。本研究採用線上實驗法，以臉書作為實驗操作媒體平台，除了兩個實驗組之外，另外增設置一個控制組， 最終98名以大學生群體為主的受測者成為參與實驗的有效樣本。本研究結果顯示，受測者閱讀完與素食健康飲食議題相關的敘事型訊息產生的態度和行為意願變化要明顯好於閱讀與該議題無關的訊息，但是敘事型訊息和數據型訊息兩者之間說服效果的差別並不顯著；健康宿命論信念在此過程中並未產生調解作用。
    While the average life expectancy of human beings is getting longer and longer, the health of the public in challenged by many threats, especially noninfectious chronic disease. Cancer is the main cause of death among all. According to the World Health Organization, unhealthy diet, lack of exercise, improper drinking and smoking are the four major risk factors for non-communicable diseases. In order to reduce the impact of risk factors, the UN General Assembly announced in March 2016 that it will be the Decade of Action on Nutrition from 2016 to 2025. Since then, the importance and impact of healthy diet has received increasing attention from researchers. Many studies have shown that a vegetarian diet helps reduce the risk of high blood pressure, heart disease and even cancer; however, this view has not been widely recognized by the public. Therefore, this current study focuses on the persuasive effect of health communication on promoting a healthy vegetarian diet to the public. Specifically, two types of health promotional message strategy (i.e., narrative and statistic evidence) are used as the independent variable, while the persuasion outcomes with regard to performing a healthy vegetarian diet are included as dependent variables (i.e., attitude and behavioral intention). Individuals’ health fatalism belief is introduced as a moderator variable in this study. An online experiment was conducted on Facebook to test proposed research questions and hypotheses. In addition to the two experimental groups, a control group was added. A total of 98 participants were included in the data analysis. The results showed that participants who read the narrative health promotional message had a better attitude and behavioral intentional toward a vegetarian diet than participants in the control condition. However, there was no significant difference between two message strategy conditions in their effects on the outcomes. The results also revealed that individuals’ healthy fatalism belief did not moderate the effects of health promotional message strategy on attitude and behavioral intention. Theoretical and managerial implications are discussed.
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    描述: 碩士
    國立政治大學
    傳播學院傳播碩士學位學程
    105464065
    資料來源: http://thesis.lib.nccu.edu.tw/record/#G0105464065
    資料類型: thesis
    DOI: 10.6814/NCCU201900810
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