邁向循證基礎的公共政策宣導：一個以臺灣酒駕防制廣告類型有效性為核心的準實驗研究

Toward an Evidence-based Public Policy Campaign: A Quasi-experimental Analysis of the Effectiveness of Types of Advertisements on the Drunk Driving Prevention Campaign in Taiwan

「何種政策宣導內容比較有效？」一直是政策管理者關切的核心議題。奠基於循證的公共政策精神，本研究以酒駕防制宣導來回答這問題意識。參考保護動機理論（Protection Motivationn Theory.PMT）將酒駕防制廣告分成威脅（threat）取向、因應（coping）取向以及結合威脅與因應取向的三種影片類型，以準實驗設計對臺北市區監理所及臺北區監理所之酒駕道安違規講習班學員，三組實驗組分別播放三種不同類型的酒駕防制宣導影片，控制組則未播放宣導影片，透過前後測問卷調查（有效樣本為625份），以確定不同類型宣導影片對避免酒駕行為意圖的影響。研究結果顯示，四組受試者的避免酒駕行為意圖並無顯著差異。然而，結合威脅與因應取向的宣導影片對不同程度的酒精依賴者有不同效果。相較於未觀看任何宣導影片的控制組，高酒精依賴者觀看完威脅與因應取向的宣導影片後，其避免酒駕的行為意圖高於低酒精依賴者，顯示符合PMT設計的宣導影片內容，更有可能對高酒精成瘾者發揮正面宣導作用。本研究建議未來政府設計宣導內容應引入更多的循證基礎，以精準掌握宣導的效果。
''What kinds of policy campaign content should be the most effective?'' This question has been a core issue among policymakers. Following the spirit of evidence-based policy, this study has used the case of the drunk driving prevention campaign in Taiwan to answer this essential question. Based on protection motivation theory (PMT), this study has categorized drunk driving prevention advertisements into three types: threat orientation, coping orientation, and threat-coping orientation. Participants (n=625) were drunk drivers sampled from traffic education programs which were provided by the Taipei City Motor Vehicles Office and the New Taipei City Motor Vehicles Office. The quasi-experiment took place in the two aforementioned offices, where the three types of advertisements were shown respectively to three experiment groups while no ads were displayed to the control group. By using the pre-test and post-test questionnaires, this study measured the behavioral intention of avoiding drunk driving as the treatment effect. The result showed that the behavioral intention of avoiding drunk driving was not significantly different among the four groups. However, the threat-coping orientated advertisement had divergent effects on lighter drinkers and heavier drinkers. Compared to the control group where no ad was viewed, in the experiment group where the threat-coping orientated ad was viewed, heavier drinkers had a higher behavioral intention of avoiding drunk driving than lighter drinkers did, which implied that the drunk driving prevention advertisement based on PMT was more likely to exert a positive campaign effect on heavier drinkers. In the light of the research findings, this study suggests that more evidence-based designs should be incorporated into government campaign advertisements to leverage the policy campaign more precisely.