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題名：條件利他媒體娛樂模式： 探討雙方好惡相反對於個人決策與媒體娛樂感之影響
作者：康耕輔
作者(外文)：Kang, Keng Fu
校院名稱：國立政治大學
系所名稱：新聞研究所
指導教授：張卿卿
學位類別：博士
出版日期：2012
主題關鍵詞：媒體娛樂感；互賴困境；媒體內容選擇；依附安全感；人際互賴理論；media enjoyment；interpersonal dilemma；media content selection；sense of attachment；Interdependence theory
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本研究目的在探討在雙方偏好相異的媒體娛樂情境中，人際關係類型和情境因素如何影響個人的選擇以及預期娛樂感，且背後的心理機制為何。本研究規劃三個系列實驗，從不同的媒體娛樂情境（一起收看談話性節目、去電影院觀賞藝術電影）來探討進行。
本研究從人際互賴理論（Kelley et al., 2003）中的互賴困境來概念化雙方偏好相異的決策情境，並根據依附理論提出，兩人之間的關係類型可能透過關係中的依附安全感影響個人決策的利關係程度，再影響預期娛樂感。其中，利關係決策傾向透過提高彼此之間的連結感之心理機制，來影響預期娛樂感。而雙方對於「媒體娛樂內容好惡相反與否」可能調節關係類型對於個人決策利關係程度的影響，進而影響後續的預期娛樂感。
三個實驗結果發現，當雙方對於媒體娛樂內容好惡相反時，個人做出利關係程度愈高的決策，並不會產生愈高的預期娛樂感。只有在特定的條件之下，也就是當雙方對於媒體娛樂內容好惡接近時，個人做出利關係程度愈高的選擇，會因為感覺該媒體娛樂可以提高雙方的連結感，因而產生愈高的預期娛樂感。
根據上述的研究結果，本研究提出「條件利他媒體娛樂模式」，來說明人際之間的關係類型和「媒體娛樂內容好惡相反與否」之情境因素，會交互影響個人在情境中做出決策的利關係程度，並透過提高彼此之間連結感機制，來影響後續的預期娛樂感。
This study explores how dyadic relationship types and media content influence personal selection and anticipated enjoyment in dyadic preference conflict situation, and the underlying mechanism. This study conducted a series of experiments in the laboratory to investigate the dilemma from different media entertaining scenarios.
This study conceptualized the dilemma situation from Interdependence theory (Kelley et al., 2003), and using attachment theories to propose that dyadic relationship types may influence the pro-relationship level of personal decision through sense of attachment in the relationship. And the pro-relationship level of personal decision may influence subsequent anticipated enjoyment through enhancing connectedness between each other. Moreover, dyadic preference conflict may moderate the influence of relationship types on the pro-relationship level of personal decision, and subsequent anticipated enjoyment.
The results revealed that when dyadic preference is conflicted, making more pro-relationship decision doesn’t produce more positive anticipated enjoyment. Only in the conditional which dyadic preference is closer, making more pro-relationship decision produces more positive anticipated enjoyment because of enhancing their connectedness.
The study proposed one new model called “The Conditional Prosocial Enjoyment Model” to explain how dyadic relationship types interact with preference conflict to influence personal selection of media content, and subsequent anticipated enjoyment thought interpersonal connectedness.
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