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    题名: 探討正面敘述與反面敘述在推廣疫苗接種政策中的效果—以抱持猶疑態度的群眾為例
    The Role Of Valence And Outcome Frame In Narrations Promoting Vaccination, With Vaccine Hesitancy As A Moderator
    作者: 心靈寶
    Castelo Ortiz, Paula
    贡献者: 施琮仁
    Shih, Tsung-Jen
    心靈寶
    Castelo Ortiz, Paula
    关键词: 敘述
    故事
    疫苗
    傳播
    效價
    框架
    正面
    負面
    增益
    減損
    narrations
    stories
    vaccination
    communication
    valence
    frame
    positive
    negative
    gain
    loss
    日期: 2024
    上传时间: 2024-08-05 14:36:22 (UTC+8)
    摘要: 本研究主要探討效價與框架在疫苗接種推廣中的角色。現有文獻認為，使用負面或減損的敘述可以引發負面情緒反應和風險感知，而一些學者則主張應使用具有正面或增益特徵的訊息。本研究通過一項包含199名參與者的實驗，比較了增益/減損框架與正面/負面效價對群眾疫苗接種意願和態度的影響。實驗結果顯示，增益/減損框架和正面/負面效價對群眾疫苗接種之意願和態度均無統計學上顯著的影響。本研究結論認為，負面和減損的敘述不會引發風險感知，而正面和增益的敘述也無法導致利益感知。此外，疫苗猶豫在利益感知以及風險感知上，亦無法作為效價與框架的中介變數。本研究觀察到，參與者在某一敘述下對其框架的感知存在矛盾，這意味著某些敘述未能如預期般被感知，因此其結果難以預測。本研究還支持應藉由疫苗的利益因素，而非透過疫苗可防止疾病的風險因素，來激發群眾接種疫苗的意願。最後，本研究結果顯示，疫苗猶豫與對疫苗的利益感知之間存在較強的直接負相關。以上觀察值得後續研究加以考量。
    The role of valence and frame to promote vaccination is reviewed in this study. Literature supports the use of negative and loss narrations to trigger negative emotional responses and risk perception, while some authors advocate for messages with positive and gain characteristics. An online experiment, with 199 participants, compared the effects of gain/loss frame and positive/negative valence on intention to get vaccinated an attitude towards vaccination. The results reveal no statistically significant difference from positive/negative valence on intention or attitude, nor between the effects of gain/loss frame on intention or attitude. The study concludes no mediation of risk perception between negative and loss narrations nor a mediation of benefit perception from positive and gain conditions. Vaccination hesitancy was also not a moderator for valence and frame on benefit and risk perception. This study observed a contradiction within participant’s perception of frame in one of the narrations, which could imply some narrations are not perceived as intended thus their effects can be unpredictable. This study also supports triggering the benefits of vaccination to motivate intention to get vaccinated rather than triggering the risk of vaccine preventable diseases. Finally, it was observed a stronger negative direct relationship between vaccination hesitancy and perception of benefits from vaccination. These observations are worth considering in future research.
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    描述: 碩士
    國立政治大學
    國際傳播英語碩士學位學程(IMICS)
    108461012
    資料來源: http://thesis.lib.nccu.edu.tw/record/#G0108461012
    数据类型: thesis
    显示于类别:[國際傳播英語碩士學程] 學位論文

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