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題名 理性行為論在捐血傳播上的應用:以國立政治大學學生為例
作者 杜文彬
貢獻者 郭貞
杜文彬
日期 1992
上傳時間 5-May-2016 13:37:50 (UTC+8)
摘要 中華民國捐血協會進年來，陸續以各種傳播樣介進行宣傳活動，希望維持捐血者的捐血行為，並吸引新的捐血者。這些宣傳訊息的效果，一直是傳播效果研究中的重要課題之一。 「理性行為理論」指出人們的行為是理性的，個人在採行某項行為時受「行為意向」影響，而行為意向又受到個人對此行為的「態度」與「主觀規範」影響。本研究基於此理論中的各個變項，配合傳播勸服研究的發現，提出本研究所欲探討的問題與變項關係為:大學生對捐血宣傳訊息之大眾媒介接觸與人際交往活動，對他們捐血態度、意向、行為的影響。 本研究採實證方式進行，以適當的結構性問卷，蒐集上述變項的資料。以政治大學大學部學生為母體，採「比率機率抽樣法」進行抽樣，同時，並在政治大學校內集體捐血期間，針對大學生捐血者進行抽樣調查，使樣本中捐血者與未曾捐血者的人數相若，使於分析比對。資料的分析方式，採用SPSS 套裝軟體分析描述受訪者在各變項的分佈狀況外，並採用LISREL 套裝軟體，試圖描述整個易響過 程中，各變項間的影響關係。 研究的主要發現包括:大部分的大學生郁曾在大眾媒介上接觸過捐血宣傳的訊息，對這些訊息亦有相當程度的注意;半數的大學生曾在與同學的人際互動中談及捐血究務，而與其家人對捐血事務的互動程度則較低;受訪者的「捐血行為」受其「捐血意向」與對「家人」互動影響，而其「捐血意向」則受「捐血態度」與「主觀規範」、及各傳播變項的直接或間接影響。
參考文獻 中文部分 田秀萍(民國七十六年) 接觸大眾媒介行為與政治社會化關聯性研究一一以政大學生政治容忍度為例 國立政治大學新聞研究所碩士論文 李金銓(民國七 十七 年) 大眾傳播理論臺北:三民書局 李蓉絞(民國七十六年) 政治廣告策略之研究 文化大學新聞研究所碩士論文 黃鈞銘(民國七 十三年) 行銷觀念在非營利事業之應用一一以捐血協會為例 國立政治大學企管研究所碩士論文 賴光臨，潘家慶，曠湘霞，王石番(民國七十三年) 政令宣傳與媒介效用之調查研究 國立政治犬學新聞系 潘家慶，王石番，謝瀛春(民國七十五年) 臺灣地區民眾傳播行為研究 國立政治大學新聞研究所 蕭景祥(民國七 十七 年) 大學生之捐血行為意向研究一一理性行為論之驗證 國立臺灣師範大學衛生教育研究所碩士論文 曠湘霞，徐佳士(民國七十二年) 成人觀看電視與公共事務參與之間聯性研究 國立政治大學新聞研究所
     英文部分 Ajzen, Icek and Martin Fishbein (1980)., UNDERSTANDING ATTITUDES AND PREDICTING SOCIAL BEHAVIOR, New Jersey: Prentice-Hall. Bamossy, Gary., "Aesthetic judgment and arts patronage of adolescents", in Belk, Russell VI., (ed.) ADVANCES IN NONPROFIT HARKETING:A research annual, London: JAI,1985. Bettinghaus, Erwin P. (1967). PERSUASIVE COMMUNICATION, New York: Holt, Rinehart and Winston, Inc. Bogazzi, R.P. (1981) "Attitudes, Intentions, and Behavior: A test of some dey hypotheses," Journal of Personality and Social Psychology, 41-4:607-627. Bohlen, Joe M., "Research needed on adoption models", in Schramm, Wilbur & Donald F. Roberts (ed.), THE PROCESS AND EFFECTS OF MASS COMMUNICATION, Revised ed., Chicago: Univ. of Illinois press, 1971. Bollen, Kenneth A. (1989)., STRUCTURAL EQUSTIONS WITH LATENT VARIABLES. N.Y.: Wiley. Hrembeck. W.L. and W.S. Howell. (1976) PERSUASION: A means of social influence. New Jersey: Prentice-Hall. Burnett. J. J. (1981). Psychographic and demographic characteristics of blood donors." Journal of Consumer Research, 8:62-66. Charing, Hong-Wen .. Jane A.P. & Peter L.C. (1988). "Role identity and reasoned action in the prediction of repeated bewhavior." Social Psychology Quarterly,51:303-317. Condie, S.J., Warner W.K. & Cillman D.C. (1976). "Getting blook from collective turnips: volunteer donation in mass blook dreves," Journal of Applied Psychology, 51 :290-294. Cushman, Donald P. & Robert D. McPhee. (ed.), HESSAGEATTITUDE- BEHAVIOR RELATIONSHIP: Theory, Methodology, and application., New York: Academe Press, 1980. DeFleur, Melvin L. and Sandra Ball-Rokeach (1982)., THEORIES OF MASS COHMUNICATION. New York: Longman. (Fourth edition). Fennell, Geraldine., "Persuasion:Harketing as behavioral science in business and nonbusiness contexts", in Belk, Russell W., (ed.) ADVANCES IN NONPROFIT MARKETING: A research annual, London: JAT, 1985. Fishbein, Hartin and leek Ajzen (1975)., BELIEF, ATTITUDE, INTENTION AND BEHAVIOR: A Introduction to Theory and Research Reading, Mass. :Addison-Wesley. Hovland, Car!., Irving Janis, and Harold H. Delley,,(1959) PERSONALITY AND PERSUASIBILITY. Hunt, \\~.A., L.W. Barnett, and L.G. Branch(1971), "Relapse rates in addiction programs," Journal of Clinical Psychology, 27:455-456. Jawett, Garth S. and O`Donnell. (986). PROPAGANDA AND PERSUASION, London:SAGE. Joreskog, Karl G. and Dag Sorbom (1989)., LISREL 7 USER`S REFERENCE GUIDE, Mooresville: Scientific Software, Inc. Katz. D. (1960) "The Functional p.,pproach to the Study of Attitudes," Public Opinion Quarterly, 24:163-204. Katz, E. and P. F.Lazarsfeld. (955). PERSONAL INFLUENCE. Glecoe.III:Free Press. Lasswell, H.D. (1927). PROPOGANDA TECHNIQUE IN THE WORLD WAR. Hew York:Peter Smith. Lazarsfeld, P.F., B. Berelson and H. Gaudet. (1944), THE PEOPLE`S CHOICE. New York:Duell, Sloan and Pearce. Leo n ark W. H. (18,77) . . " A I t r u is tic behavior a In 0 n g college students: andinvestigation of the social and PSychological characteristics of blood donors," pressented at Annual Meeting of the American Sociological Association (72nd, Chicago, Illinois, Sep. 5-9, 1977). Lipsitz. Angela et al. (1989). "Counting on blood donors: increasing the impact of reminder calls," Journal of Applied Social Psychology, 19:1057-1067. Long, J . Scott (1983)., CONFIRMATORY FACTOR ANALYSIS, London: SAGE. HcAlister. Alfred. et al. (1989)., "Antismoking Campaigns: Progress in the application of social learning theory," in R.E.Rice and C.K.Paisley (ed.) PUBLIC CO~IMUNICATION CAMPAIGNS, London: SAGE.1989. HcGuire,W.J. (1973). "Personality, Resistance and Attitude Change". in I.de Sola Pool et al.(eds.), HANDBOOK OF CUMMUNICATION, pp.216-52. Chicago:Rand McNally. Oborne, D. H. & S. Bradley. (1975). "Blood donor and n () n don 0 r mot i vat ion: A t ran s nat ion a Ire p I i cat ion, " Journal of Applied psychology, 60:409-410. Oppenheim, A.N. (1966) . QUESTIONNAIRE DESIGN AND ATTITUDE MEASUREMENT. London:Heinernann. Oskamp, Stuart. (1977). ATTITUDE AND OPINIONS, Hew Jersey: Prentice-Hall. Oswalt. R. M. & Hapoliello, M. (1974). "Motivations of blood donors and nondorors." Journal of applied Psychology, 59:122-124. Plliavin. J . A., Evans. D. E., & Callero. P. L. (1984). "Learning to `give to unnamed strangers`: the process of commitment to regular blood donation" in E. Staub. D. Bar-Tal, J. karylowski & J. Reykowski (ed.) THE DEVELOPMENT AND MAINTENANCE OF PROSOCIAL BEHAVIOR: INTERNATIONAL PERSPECTIVES, Hew York: Plenum. pp.471-492. Pomazal, Richard J. and James J. Jaccard (1976) .. "An Informational Approach to Altruistic Bebavior," Journal of Personality and Social Psychology. 33-3: 317-326. Reardon.K.K., (1989). "The role of Persuasion in Health Promotion and disease prevention: review and commentary", In COMMUNICATION YEARBOOK, vol.ll., pp.277-297. Rice. R.E. and W.J. Paisley. (1981). PUB-LIC COMMUNICATION CAMPAIGNS, London: SAGE. Rice. R.E. and W.J. Paisley. (1989). PUBLIC COMMUNICATION CAMPAIGNS, 2nd ed., London: SAGE. Rogers, Everett M., "Where are we in understanding the Diffusion of innovations?" in Schramm & Lerner (ed.) COMMUNICATION AND CHANGE: The last ten years - and the next .• pp.204-225, 1978. Rogers, Everett M., DIFFUSION OF INNOVATIONS, Rev. ed. The freed press, 1983. Rokeach, Hi Iton (1968), BELIEFS, ATTITUDES, and VALUES. San francisco: Jossey-Bass. Rosenberg, M.J. and C. I. Hovland (960)., "Cognitive, Affective and Behavioral components of attitudes," In M.J. Rosenberg, C.r. Hovland, `J.J. et al., ATTITUDE ORGANIZATION AND CHANGE: An anaylysis of consistency among attitude components, New Haven, Conn.: Yale Uni. Severin,W.J. and J.W.Tankard., (1988). COMMUNICATION THEOREIS. 2nd ed. New York:Longman. Solomon,D.S., & N.Maccoby. (1984). "Communication as a model for health enhancement", in J.Hatarazzo., et al. (eds). BEHAVOIRAL HEALTH, pp.209-211. New York:John Wiley. Schramm. Wilbur & Donald F. Roberts (ed.), THE PROCESS AND EFFECTS OF MASS COMMUNICATION, Revised ed., Chicago: Univ. of Illinois press, 1971. Tan, Alexis S. (1981), MASS COMMUNICATION THEORIES AND RESEARCH. Ohio:Grid Publishing. \\·Iarner, K. (1977), "The effects of the anti-somking campaign on cigarette comsumption." American Journal of Publ ic Health, 67:643-648.
描述 碩士
國立政治大學
新聞學系
資料來源 http://thesis.lib.nccu.edu.tw/record/#B2002005997
資料類型 thesis
dc.contributor.advisor 郭貞zh_TW
dc.contributor.author (Authors) 杜文彬zh_TW
dc.creator (作者) 杜文彬zh_TW
dc.date (日期) 1992en_US
dc.date.accessioned 5-May-2016 13:37:50 (UTC+8)-
dc.date.available 5-May-2016 13:37:50 (UTC+8)-
dc.date.issued (上傳時間) 5-May-2016 13:37:50 (UTC+8)-
dc.identifier (Other Identifiers) B2002005997en_US
dc.identifier.uri (URI) http://nccur.lib.nccu.edu.tw/handle/140.119/91156-
dc.description (描述) 碩士zh_TW
dc.description (描述) 國立政治大學zh_TW
dc.description (描述) 新聞學系zh_TW
dc.description.abstract (摘要) 中華民國捐血協會進年來，陸續以各種傳播樣介進行宣傳活動，希望維持捐血者的捐血行為，並吸引新的捐血者。這些宣傳訊息的效果，一直是傳播效果研究中的重要課題之一。 「理性行為理論」指出人們的行為是理性的，個人在採行某項行為時受「行為意向」影響，而行為意向又受到個人對此行為的「態度」與「主觀規範」影響。本研究基於此理論中的各個變項，配合傳播勸服研究的發現，提出本研究所欲探討的問題與變項關係為:大學生對捐血宣傳訊息之大眾媒介接觸與人際交往活動，對他們捐血態度、意向、行為的影響。 本研究採實證方式進行，以適當的結構性問卷，蒐集上述變項的資料。以政治大學大學部學生為母體，採「比率機率抽樣法」進行抽樣，同時，並在政治大學校內集體捐血期間，針對大學生捐血者進行抽樣調查，使樣本中捐血者與未曾捐血者的人數相若，使於分析比對。資料的分析方式，採用SPSS 套裝軟體分析描述受訪者在各變項的分佈狀況外，並採用LISREL 套裝軟體，試圖描述整個易響過 程中，各變項間的影響關係。 研究的主要發現包括:大部分的大學生郁曾在大眾媒介上接觸過捐血宣傳的訊息，對這些訊息亦有相當程度的注意;半數的大學生曾在與同學的人際互動中談及捐血究務，而與其家人對捐血事務的互動程度則較低;受訪者的「捐血行為」受其「捐血意向」與對「家人」互動影響，而其「捐血意向」則受「捐血態度」與「主觀規範」、及各傳播變項的直接或間接影響。zh_TW
dc.description.tableofcontents 第一章緒論．．．．．．．．．．1
     第一節問題背景．．．．．．．．．．1
     第二節研究動機與研究問題．．．．．．．．．．2
     一、研究動機．．．．．．．．．．2
     二、研究問題．．．．．．．．．．4
     第三節研究範圍與目的．．．．．．．．．．5
     一、研究目的．．．．．．．．．．5
     二、研究範圍．．．．．．．．．．6
     第二章文獻探討．．．．．．．．．．7
     第一節理性行為論．．．．．．．．．．7
     第二節傳播勸服研究．．．．．．．．．．10
     一、傳播勸服研究源流(六十年代以前)．．．．．．．．．．10
     二、傳播勸服務研究源流(七十年代以後)．．．．．．．．．．14
     第三節捐血相關研究．．．．．．．．．．24
     一、探討理性行為論的捐血研究．．．．．．．．．．24
     二、捐血動機的研究．．．．．．．．．．28
     第三章研究方法．．．．．．．．．．31
     第一節研究架構．．．．．．．．．．31
     第二節研究假設．．．．．．．．．．34
     第三節測量工具擬定．．．．．．．．．．35
     一、問卷的初步擬定．．．．．．．．．．35
     二、問卷預訪．．．．．．．．．．36
     三、信度考驗與問卷內容．．．．．．．．．．37
     第四節抽樣方法．．．．．．．．．．41
     一、選擇研究對象．．．．．．．．．．41
     二、抽樣計劃．．．．．．．．．．42
     第五節訪問過程與結果．．．．．．．．．．46
     第六節資料處理與分析．．．．．．．．．．47
     第四章資料分析．．．．．．．．．．48
     第一節受測者一般資料．．．．．．．．．．48
     第二節捐血訊息傳播行為．．．．．．．．．．53
     一、大眾傳播通道方面．．．．．．．．．．53
     二、人際傳播通道方面．．．．．．．．．．56
     第三節捐血態度、主觀規範、與捐血動機．．．．．．．．．．59
     一、捐血態度、結果信念與評價．．．．．．．．．．59
     二、主觀規範、規範信念與依從動機．．．．．．．．．．63
     三、捐血動機．．．．．．．．．．67
     第四節捐血行為，行為意向、捐血態度、及主觀規範的關係．．．．．．．．．．70
     一、受訪者的捐血意向．．．．．．．．．．70
     二、受訪者捐血行為．．．．．．．．．．71
     三、捐血行為、意向、態度、與主觀規範之間的關係．．．．．．．．．．72
     第五節傳播與其他變項的關係．．．．．．．．．．73
     一、受訪者對捐血訊息的大眾傳播因素與其他重要變項的關係．．．．．．．．．．73
     二、受訪者對捐血訊息的人際傳播與其他重要變項的關係．．．．．．．．．．76
     第六節人口變項的影響．．．．．．．．．．79
     一、人口變項與各捐血變項的關係．．．．．．．．．．79
     二、人口變項與傳播行為的關係．．．．．．．．．．80
     第五章模式分析．．．．．．．．．．86
     第一節LISREL模式簡介．．．．．．．．．．86
     一、共變結構分析與LISREL分析．．．．．．．．．．86
     二、LISREL模式的建立與評估．．．．．．．．．．88
     第二節整體研究模式分析．．．．．．．．．．92
     一、傳播行為潛在變項之驗證性因素分析．．．．．．．．．．92
     二、整體研究模式之分析與假設驗證．．．．．．．．．．96
     第六章結論與建議．．．．．．．．．．110
     第一節研究發現．．．．．．．．．．110
     第二節檢討與建議．．．．．．．．．．117
     一、研究檢討與對未來研究的建議．．．．．．．．．．117
     二、對中華民國捐血協會的建議．．．．．．．．．．118
     參考文獻．．．．．．．．．．124
     附錄:研究問卷．．．．．．．．．．130		zh_TW
dc.source.uri (資料來源) http://thesis.lib.nccu.edu.tw/record/#B2002005997en_US
dc.title (題名) 理性行為論在捐血傳播上的應用:以國立政治大學學生為例zh_TW
dc.type (資料類型) thesisen_US
dc.relation.reference (參考文獻) 中文部分 田秀萍(民國七十六年) 接觸大眾媒介行為與政治社會化關聯性研究一一以政大學生政治容忍度為例 國立政治大學新聞研究所碩士論文 李金銓(民國七 十七 年) 大眾傳播理論臺北:三民書局 李蓉絞(民國七十六年) 政治廣告策略之研究 文化大學新聞研究所碩士論文 黃鈞銘(民國七 十三年) 行銷觀念在非營利事業之應用一一以捐血協會為例 國立政治大學企管研究所碩士論文 賴光臨，潘家慶，曠湘霞，王石番(民國七十三年) 政令宣傳與媒介效用之調查研究 國立政治犬學新聞系 潘家慶，王石番，謝瀛春(民國七十五年) 臺灣地區民眾傳播行為研究 國立政治大學新聞研究所 蕭景祥(民國七 十七 年) 大學生之捐血行為意向研究一一理性行為論之驗證 國立臺灣師範大學衛生教育研究所碩士論文 曠湘霞，徐佳士(民國七十二年) 成人觀看電視與公共事務參與之間聯性研究 國立政治大學新聞研究所
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