藥酒廣告對於男性的第三人效果

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.