兩岸服貿協議民眾的媒體信任、政治信任、風險感知 與行為意圖分析

People’s media trust, political trust, risk perception, and behavior intentions on Cross-Strait Service Trade Agreement issue

本研究檢驗民眾對政府企圖簽訂《海峽兩岸服務貿易協議》的媒體信任程度如何影響其風險感知、風險接受程度與行為意圖。並驗證傳播媒體在民眾面對服貿協議此重大的社會風險議題時，如何影響社會大眾。本研究於立法院審議《兩岸協議監督條例》時進行全國性電話民意調查，獲得1,269份有效樣本。研究結果顯示，民眾對媒體的信任與關注程度，顯著影響部分的風險感知、風險接受程度與行為意圖。而媒體新聞關注程度與政治信任感亦有相似效果。

 

This study examined how levels of media trust influenced the risk perception, risk acceptance, and behavior intentions of individuals regarding problems related to the Cross-Strait Service Trade Agreement. The means through which the media influences people dealing with a significant social risk issue was also investigated. In this study, a nationwide telephone survey was conducted and 1,269 samples were collected while the Legislative Yuan established regulations for the Cross-Strait Trade Agreement. The results indicated that investing trust and attention in the media influenced the risk perception, risk acceptance, and behavior intentions of individuals. The researcher believes that the media dependency and political positions of audiences are also key variables. Implications are discussed.