恐懼訴求下預防調控焦點對風險知覺與因應之影響

The Influence of Prevention Focus of Self-Regulatory on Risk Perception and Response under Fear Appeals

非營利組織與社會運動工作者往往利用廣告宣傳以影響或改變人們的行為，而恐懼訴求常被用於提高對社會運動訴求主題的關注程度。本研究以推廣子宮頸癌疫苗施打的社會行銷活動作為研究標的，探討在恐懼訴求之下，自我調控焦點中的預防焦點、涉入、知覺風險及風險因應行為意圖等各變數間的影響關係。為探討各變數之間的關係，本研究利用問卷調查法，針對216位受訪者進行調查，結果發現(1)自我調控中的預防焦點會正向影響到知覺風險；(2)知覺風險會正向影響風險因應行為意圖；(3)知覺風險會正向影響涉入；(4)涉入會正向影響風險因應行為意圖。

Social marketing campaign influences or changes people’s behavior by advertising and promotional activities. Fear appeals can successfully improve persuasion effectiveness of social marketing. This study focuses on the social marketing activities and uses cervical cancer vaccination promotion as a research object. The research aims to investigate the relationship among prevention self-regulation focus, involvement, and perceived risk and risk response behavior intentions. Prevention focus of individuals’ information processing model is a considered antecedent which influences individuals’ risk response behavioral intention. This study conducted a questionnaire survey of 216 female subjects. This study found that (1) prevention focus of self-regulation will positively affect the perceived risk; (2) perceived risk will positively affect risk response behavioral intention; (3) perceived risk will positively affect involvement; (4) Involvement will positively affect risk response behavioral intention. Based on the aforementioned findings, this study proposed several suggestions for social marketing practice as well as for future academic research.