新聞中的恐懼訴求和閱聽眾核電態度與行為意圖之關聯性研究：以延伸平行反應模式檢驗

Abstract

本研究以延伸平行反應模式，檢驗新聞中的恐懼訴求，是否會對大學生的核電態度與行為意圖產生影響。首先，本研究透過內容分析法，分析核電新聞報導中的恐懼訴求要素分布，並以新聞報導作為實驗刺激物之來源，進行前後測實驗法，透過感知威脅和感知效能的操弄，了解其對依變項之影響，受測者為211位來自八個大學的大學生。 研究發現：無論支持或反對核電，同時有高感知威脅和高感知效能的受測者，其態度或行為意圖的影響最為顯著，而感知威脅和感知效能皆為低度者，影響的效果最小，甚至會負向的影響節約能源行為意圖和反對核電的態度，故相關訊息應盡量使用高威脅+高效能的訊息，避免低威脅+低效能的訊息。 再者，感知易感性是影響反對核電的態度與行為意圖最重要的恐懼訴求要素，而感知嚴重性則和反對核電的行為意圖有顯著的負關聯，代表過高的感知嚴重性，很可能會導致反效果，此外，雖然感知易感性與感知嚴重性同為感知威脅變項，仍會對依變項有不同的影響。最後，新聞報導中，高威脅+低效能的報導佔四成，是四個不同組合中，比率最高者，然而，此恐懼訴求也是EPPM所預期最容易造成反效果的一組，應盡量避免此一設計的訊息。

This study used Witte’s extended parallel process model (EPPM) to examine fear appeals in news and their effect on college students’ attitudes and behavioral intentions toward nuclear power. Two methods were adopted to collect data for this study, the first of which was the method of content analysis. This study used content analysis to analyze fear appeals in 652 news stories. After content analysis, this study selected HH (high threat + high efficacy) and LL (low threat + low efficacy) news to be used in the experiment. A pretest-posttest experiment was adopted to test this study’s hypotheses. This study recruited 211 college students from eight universities as subjects for the experiment. The data analysis shows that the perceived HH group achieved persuasive outcomes, while the perceived LL group had a boomerang effect. Therefore, this study suggests that when using fear appeals in persuasion, HH messages should be adopted, while LL messages should be avoided.