從「計劃行為理論」及「第三人效果」探討影響消費者行為的因素：以「毒奶粉」報導為例
Investigating Factors Influencing Consumers’ Behavior from the Perspective of Theory of Planned Behavior and the Third-Person Effect: A Study on Milk Scandal News Coverage

侯心雅/盧鴻毅
Hsin-Ya Hou /Hung-Yi Lu

本研究以「毒奶粉」報導為例，結合「計劃行為理論」及傳播研究的「第三人效果」，瞭解消費者面臨食用安全威脅時，那些因素會影響其採取預防與資訊尋求行為。研究以橫斷面調查方式進行，以大學生作為研究對象，共收集1,213份有效問卷。經由多元階層迴歸分析發現：（1）當受訪者面對毒奶粉的威脅時，主觀的社會規範、態度與感知的行為控制（即「自我效能」）顯著地預測其預防行為；（2）主觀的社會規範與感知的行為控制正向地預測受訪大學生的資訊尋求行為；（3）受訪者認為毒奶粉相關報導「對自己的影響」愈強，愈會採取預防行為及尋求相關資訊；及（4）「毒奶粉報導對自己的影響」對受訪大學生採取預防行為及資訊尋求行為的預測能力大於「毒奶粉報導對一般其他人的影響」。

This cross-sectional study, based on the perspective of theory of planned behavior and the third-person effect, attempts to investigate factors influencing precautionary behavior taking and information-seeking behavior among college students while facing the threat of milk scandal. 1,213 respondents were recruited to participate in this study. The hierarchical multiple regression analyses showed that (1) subjective social norms, attitude, and perceived behavioral control significantly predicted precautionary behavior taking; (2) subjective social norms and perceived behavioral control significantly and positively predicted information-seeking behavior; (3) perceived effects of milk scandal news on self significantly and positively predicted precautionary behavior taking and information-seeking behavior; and (4) perceived effects of milk scandal news on self was a stronger predictors of precautionary behavior taking and information-seeking behavior than were the effects of such news on others.

毒奶粉事件，計劃行為理論，第三人效果

Milk scandal， theory of planned behavior， third-person effect

2009.07.08

已授權

S104-從「計劃行為理論」及「第三人效果」探討影響消費者行為的因素：以「毒奶粉」報導為例.doc