文化大學機構典藏 CCUR:Item 987654321/45503
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    jsp.display-item.identifier=請使用永久網址來引用或連結此文件: https://irlib.pccu.edu.tw/handle/987654321/45503


    题名: Exploration of Effective Persuasive Strategies Used in Resisting Product Advertising: A Case Study of Adult Health Check-Ups
    作者: Tien, HK (Tien, Han-Kuang)
    Chung, W (Chung, Wen)
    贡献者: 國貿系
    关键词: PROTECTION-MOTIVATION THEORY
    SKIN-CANCER RISK
    UNREALISTIC OPTIMISM
    SELF-EFFICACY
    BELIEF MODEL
    TRANSPORTATION;COMMUNICATION
    INTERVENTION
    METAANALYSIS
    VARIABLES
    日期: 2019-10
    上传时间: 2019-12-17 09:50:53 (UTC+8)
    摘要: This research addressed adults' health check-ups through the lens of Role Transportation Theory. This theory is applied to narrative advertising that lures adults into seeking health check-ups by causing audiences to empathize with the advertisement's character. This study explored the persuasive mechanism behind narrative advertising and reinforced the Protection Motivation Theory model. We added two key perturbation variables: optimistic bias and truth avoidance. To complete the verification hypothesis, we performed two experiments. In Experiment 1, we recruited 77 respondents online for testing. We used analyses of variance to verify the effectiveness of narrative and informative advertising. Then, in Experiment 2, we recruited 228 respondents to perform offline physical experiments and conducted a path analysis through structural equation modelling. The findings showed that narrative advertising positively impacted participants' disease prevention intentions. The use of Role Transportation Theory in advertising enables the audience to be emotionally connected with the character, which enhances persuasiveness. In Experiment 2, we found that the degree of role transference can interfere with optimistic bias, improve perceived health risk, and promote behavioral intentions for health check-ups. Furthermore, truth avoidance can interfere with perceived health risks, which, in turn, reduce behavioral intentions for health check-ups.
    關聯: HEALTH COMMUNICATION 卷冊: 34 期: 11 頁數: 1242-1249
    显示于类别:[國際貿易學系所] 期刊論文

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