商業與公共網站預防禽流感傳播活動效果：以大學生對3M及北市府說服訊息的風險知覺為例_

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題名：	商業與公共網站預防禽流感傳播活動效果：以大學生對3M及北市府說服訊息的風險知覺為例
書刊名：	中國廣告學刊
作者：	潘家鑫
出版日期：	2008
卷期：	13
頁次：	頁76-99
主題關鍵詞：	禽流感；資訊處理；風險知覺；理性思維；來源線索；嚴重性框架
原始連結：	連回原系統網址
相關次數：	被引用次數:期刊(0) 博士論文(0) 專書(0) 專書論文(0) 排除自我引用:0 共同引用:7 點閱:43

繼SARS疫情後，台北在2005年底又陷入可能爆發的Nl型禽流成的恐慌中，除了衛生單位外，3M等醫療器材供應廠商也基於社會責任及商機，推廣預防知識的傳播活動。本研究從雙重路徑資訊處理的觀點，分析206位大學生如何處理商業與非商業網站的禽流成資訊'並檢視個人理性思維傾向、訊息來源、線索及嚴重性框無對其風險知覺的影響效呆。研究結果顯示，商業網站的禽流成訊息，較易引起低理性思維程度受測者的風險知覺;並發現，訊息框煞風險的嚴重程度，對於受測者負面情緒反應有顯著效果。本研究並探討個人差異與訊息特性等因素如何影響風險溝通過程。

以文找文

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