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    Title: 藥酒廣告對於男性的第三人效果
    Other Titles: The Third Person Effect of Medicinal Liquor Advertisement on Male.
    Authors: 歐倢彣
    Ou, Chieh-Wen
    Contributors: 廣告學系
    Keywords: 行為意圖;自尊;社會壓力;第三人效果;媒介暴露度;藥酒廣告
    behavioral intention;media exposure;medicinal liquor advertisement;self-esteem;social pressure;the third person effect
    Date: 2009-10-16
    Issue Date: 2015-12-29 11:47:43 (UTC+8)
    Abstract: 本研究欲探討藥酒廣告是否會造成第三人效果認知的產生,並以其目標眾男性做為研究對象,利用網路便利抽樣取得1,043份有效問卷。結果顯示,藥酒廣告會產生第三人效果,且自我尊重較自我效能顯著預測第三人效果,媒介暴露度與第三人效果也呈現負相關;而中國男性的刻版印象,可能導致社會壓力越大的男性,認為藥酒廣告對於自己及他人的影響程度都很大,推翻社會壓力的假設;第一人效果也較第三人效果能顯著預測支持限制媒介的行為意圖。
    This study chooses males as research object to examine the third person perception of medicinal liquor advertisement. The valid sample totals 1,043 by using convenience sampling on internet. Findings show that self-expect is a better predictor of third person perception than self-efficacy, and there is a negative correlation between media exposure and third person perception. Because the stereotype of Chinese males, the heavy social pressure owners tend to think medicinal liquor advertisements make great influence on both themselves and others. “The social pressure hypothesis” is not supported. As predicting the media supporting as concerned, it also finds that the first person effect is a better predictor than the third person effect.
    Relation: 第十七屆中華民國廣告暨公共關係國際學術與實務研討會論文集:數位環境下的溝通策略
    主辦單位:國立政治大學廣告學系
    舉辦日期:2009.10.16-2009.10.17
    Data Type: conference
    Appears in Collections:[2009第十七屆中華民國廣告暨公共關係研討會] 會議論文

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