感知娛樂性與感知競爭性對健康傳播效果之研究：以健康資訊推播應用程式為例

Abstract

本研究以感知娛樂性與感知競爭性作為主要觀察變量，並以健康資訊推播應用程式作為研究刺激物，討論當健康議題為主的應用程式加入娛樂性與競爭性的元素時，對使用者的態度與使用意圖的影響。研究數據使用Amos進行SEM分析，結果顯示（一）使用者的感知競爭性會正向影響其後續的使用態度；（二）感知競爭性會正向影響使用者對應用程式的感娛樂性；（三）感知娛樂性會正向影響使用者的認知吸收，但感知競爭性則對認知吸收沒有顯著的影響；（四）使用者的認知吸收會正向影響其感知有用性與感知易用性；並且，透過健康知識量表發現，（五）受試者在使用了健康推播應用程式後，其健康知識與行為確實有獲得改善。最後，本研究針對實驗過程與研究結果提出幾項建議，以供未來健康傳播研究者參考。

This research mainly focuses on how users' attitude will be affected by Health-Information Promoting Application which contains elements of entertainment and competence. Using Amos 21.0 software to conduct Structural Equation Model analysis, results indicated that (a) user’s perceived competence will positively affect their attitude toward Health-Information Promoting Application; (b) user’s perceived competence will positively affect their perceived entertainment; (c) perceived entertainment will positively affect user’s cognitive absorption while perceived competence does not have this kind of effect; (d) user’s cognitive absorption will positively affect their perceived usefulness and perceived ease-of-use; and (e) after using Health-Information Promoting Application, participants’ health-related knowledge and behavior have significant improvement.