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如何運用訊息包裝與時間距離影響健康行為的推廣 = Influences ...

國立高雄大學經濟管理研究所

如何運用訊息包裝與時間距離影響健康行為的推廣 = Influences of Message Framing and Temporal Distance on Healthcare Behavior Promotion

紀錄類型:	書目-語言資料,印刷品 : 單行本
並列題名:	Influences of Message Framing and Temporal Distance on Healthcare Behavior Promotion
作者:	張雅芬,
其他團體作者:	國立高雄大學
出版地:	[高雄市]
出版者:	撰者;
出版年:	2008[民97]
面頁冊數:	117面圖，表 : 30公分;
標題:	訊息包裝
標題:	message framing
電子資源:	http://handle.ncl.edu.tw/11296/ndltd/35015061735243628524
附註:	指導教授：張純端
附註:	參考書目：面68-71
摘要註:	訊息包裝效果(framing effects)是一種以不同呈現方式來表達相同資訊的包裝方式，這種方式對於人們決策過程有深刻的影響，過去相關的研究結果仍出現矛盾或不一致情況，本研究將根據先前的文獻進行更深入的延伸與探討，利用訊息包裝的呈現方式和人們對於風險接近的時間遠近概念，進一步了解何種情況下健康保健行為的推廣是最有效。本研究選擇「肝病」作為健康議題，透過實驗設計(experimental design)來檢視健康議題的訊息包裝(message framing)、時間距離(temporal distance)的遠近所呈現之風險和健康保健行為的屬性(nature of behavior)對於保健廣告效果的影響，實驗為4×2×2的三因子設計，分別為訊息包裝(利得：得到渴望的結果vs.避免不想要的結果; 利失:得到不想要的結果vs.避免渴望的結果)、健康保健行為(預防行為vs.發現行為)、呈現風險的時間距離(較近的未來會發生vs.較遠的未來會發生)，共分為16組實驗情境，研究對象來自高雄大學460位大學部學生，應用多變量分析(例如: 變異數分析及複迴歸分析)進行驗證與分析。研究結果顯示，以「利失」為包裝方式對於推廣發現行為是比較有效，另外，當訊息包裝健康風險為較遠的時間距離時，推廣發現行為比預防行為來的有效果，更重要的是當訊息包裝為「利得」搭配健康風險呈現較遠距離的方式時，推廣發現行為比較有效。本研究之結果除了擴展延伸訊息包裝的理論基礎，也同時提供社會行銷人員在實務面執行健康保健提倡時，一個重要參考依據。 “Framing effects” have become a generic term to represent the idea that holding information itself equivalent, the decision-making context (i.e., how the message is framed) can have a profound effect on consumer choice behavior. Past research yields contradictory or inconsistent findings. This study examines the most appropriate message framing for healthcare communication on hepatitis. An experimental study is conducted to examine the moderating effects of nature of healthcare behavior and temporal distance on the processing of framed advertising messages. The experiment in a 4 (message framing: attain, desirable vs. not attain, undesirable vs. attain, undesirable vs. not attain, desirable) x 2 (nature of healthcare behavior: prevention vs. detection) x 2 (temporal distance: near future vs. distant future) factorial design is developed. The first two types of message framing are categorized as gain framing, and the latter ones are labeled as loss framing. A series of analysis of variance (ANOVA) are used to test the proposed hypotheses. Results of the experiment indicate that loss-framed messages are found more effective in promoting detection behavior. In addition, the messages framing health risk as distant future are more effective in promoting detection behavior than prevention behavior. More importantly, a three-way interaction is observed. When promoting detection behavior, the gain-framed messages with the health risk presented in distant future are more effective than the loss-framed messages. These findings should be incorporated into an existing health-care marketing program or media campaign to increase its effectiveness.

如何運用訊息包裝與時間距離影響健康行為的推廣 = Influences of Message Framing and Temporal Distance on Healthcare Behavior Promotion
張, 雅芬

如何運用訊息包裝與時間距離影響健康行為的推廣 = Influences of Message Framing and Temporal Distance on Healthcare Behavior Promotion / 張雅芬撰 - [高雄市] : 撰者, 2008[民97]. - 117面 ; 圖，表 ; 30公分.
指導教授：張純端參考書目：面68-71.
訊息包裝message framing

如何運用訊息包裝與時間距離影響健康行為的推廣 = Influences of Message Framing and Temporal Distance on Healthcare Behavior Promotion
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