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系統識別號 U0026-2601201818045300
論文名稱(中文) 預防酒駕宣導影片說服效果之探討-以臺南市酒駕者為例
論文名稱(英文) Investigating the Persuasive Effects of Anti-Drunk Driving Publicity Videos - A Case Study of Drunk Drivers in Tainan City
校院名稱 成功大學
系所名稱(中) 交通管理科學系碩士在職專班
系所名稱(英) Department of Transportation & Communication Management Science(on the job class)
學年度 106
學期 1
出版年 106
研究生(中文) 蔡燕玲
研究生(英文) Yen-Lin Tsai
學號 R57031099
學位類別 碩士
語文別 中文
論文頁數 109頁
口試委員 指導教授-魏建宏
口試委員-林佐鼎
口試委員- 鄭永祥
中文關鍵字 預防酒駕  酒後駕駛  酒駕累犯  宣導影片  說服效果 
英文關鍵字 Anti-Drunk Driving  Drinking driving  Repeat drunk drivers  Publicity Videos  Persuasive effect 
學科別分類
中文摘要 近年來政府為遏止酒駕違規行為,頻繁地修法加重酒駕處罰相關法令。惟根據政府統計資料顯示,全國酒後駕駛違規件數仍居高不下,酒駕累犯(駕駛人於5年內酒後駕車違規次數達2次以上)人數比例高達36.86%;臺南地區近幾年統計資料相當顯著,酒駕累犯人數亦高達30%,此現象顯示酒駕累犯問題已是酒後駕駛違規衍生的另一項值得重視的公共議題。
為了降低酒後駕車違規行為,過去研究多著重在法治與執法面向議題,較少關注行銷與傳播方面的可行性。在政府的交通安全宣導影片中,負面感性訴求訊息最常被運用來降低交通安全風險,然而正、負面感性訴求訊息,何者有較佳之說服效果,在研究上並未獲得一致的結論。故本研究嘗試從酒駕行為人之角度,探討何種類型的宣導影片對目標觀眾有較佳之宣導效果。
本研究透過臺南監理站參加酒駕講習班之酒駕累犯者進行問卷,共回收500份有效問卷,並以統計方法進行假說之驗證。研究結果顯示:1.不同特質酒駕累犯(如飲酒習慣、收入水準)之溝通說服效果存在顯著差異2.不同訴求的宣導影片之溝通說服效果有顯著差異,即在說服效果「訊息的認知」上,負面影片的說服效果優於正面影片,但在「訊息的態度」及「酒後駕駛的行為意向」上則是正面影片的說服效果優於負面影片3.不同飲酒習慣對不同訴求的宣導影片之說服效果無調節作用,不論受試者有無酒癮習慣,不同訴求的影片之說服效果在「訊息認知」、「訊息的態度」及「酒後駕駛的行為意向」上均無顯著差異4.第三人效果對不同訴求影片影響說服效果有調節作用,存在第三人效果認知信念的酒駕累犯在正面訴求影片的說服效果會顯著的優於負面訴求的影片。本研究發現酒駕行為人的特質及存在第三人效果的感知偏差皆會顯著的影響不同類型影片的說服效果。因此若欲提升預防酒駕宣導的成效,有必要了解目標群體之人格特質,以利適切地呈現資訊,有效達成訊息的傳遞。
英文摘要 In recent years, the Government has been imposed laws and sanctions to curb the drunk driving, but the problems are still ongoing today. According to statistics, the proportion of national repeat drunk drivers was as high as 37%, while Tainan was 30%. This phenomenon shows that the problem of repeat drinking and driving is another public issue worthy of urgent attention.
Past research on drunk driving issues have focused on the rule of law and law enforcement issues, therefore, this study will explore the issue of drunk driving from the viewpoint of marketing communication.
Emotional appeal in the traffic safety publicity videos is often used in the prevention of drink driving. However, the positive and negative emotional appeal message, which has better persuasive effect did not get a consistent conclusion. Therefore, this study attempts to explore what type of propaganda film on the target audience has better persuasive effect from the point of drunk drivers.
In this study, 500 valid participants of the drunk driving were collected from traffic safety lecture at Tainan supervision station. The multivariate analysis of variance is used to verify the hypothesis.
It is expected the proposed strategies would reduce drunk driving violation, drunk driving injuries and deaths to enhance the effectiveness of traffic safety education.
論文目次 第一章 緒論1
1.1 研究背景與動機1
1.1.1 全國酒後駕車概況2
1.1.2 臺南市酒後駕車概況6
1.2 研究目的10
1.3 研究流程11
第二章 文獻回顧12
2.1 酒後駕車相關研究12
2.1.1 酒精對駕駛的影響12
2.1.2 酒後駕駛與交通事故之關聯14
2.1.3 酒後駕駛處罰政策沿革之探討17
2.1.4 酒駕行為特質20
2.2 宣導影片的訴求類型24
2.2.1 感性訴求25
2.2.2 感性訴求與廣告效果的關係26
2.2.3 本研究採用之防制酒駕宣導短片訴求標準26
2.3 溝通說服效果與衡量30
2.3.1 溝通、說服的定義30
2.3.2 溝通說服效果之衡量31
2.4 小結34
第三章 研究方法35
3.1 研究架構與假說35
3.1.1 研究架構35
3.1.2 研究假說36
3.2 研究設計37
3.2.1 研究對象37
3.2.2 實驗標的39
3.2.3 研究工具41
3.2.4 研究變數說明43
3.3 資料分析方法46
3.4 問卷預試實施過程48
3.4.1 實驗影片挑選標準49
3.4.2 效度分析50
3.4.3 信度分析52
第四章 問卷調查與結果分析53
4.1 問卷回收與資料整理53
4.1.1 受試者基本資料分析53
4.1.2 效度分析56
4.1.3 信度分析58
4.2 究假說驗證60
第五章 結論與建議72
5.1 結論72
5.2 管理意涵75
5.3 未來研究建議76
參考文獻77
附錄一 酒駕宣導影片說服效果之問卷調查84
附錄二 酒後駕車相關法令修法歷程表90
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