藥！膳！框架效果對藥膳態度影響之研究

• Main Authors: CHANG,SHIH-CHI, 張師綺
• Other Authors: 陳才
• Format: Others
• Language: zh-TW
• Published: 2018
• Online Access: http://ndltd.ncl.edu.tw/handle/kbarq4

碩士 === 佛光大學 === 傳播學系 === 106 === Medicine and food have the same origin is a common belief in Chinese societies, and medical cuisine, a special form of Chinese dietary treatment which combines medical herbs and foodstuffs, is said by traditional Chinese medical wisdom to have the abilities of not only improving health but also preventing or curing diseases. Medical cuisine is gaining popularity in modern society because people are more health conscious and interesting in eating well and healthily. Since medical cuisine consumption serves the dual purpose of health promotion as well as disease prevention, which is the best appeal to promote this kind of diet is an interesting research question. Based on framing and regulatory focus theory, and including health consciousness as an independent variable, the study intends to empirically verify the effects of different appeals on medical cuisine attitude and consumption intention. A research method of 2 (goal framing: positive vs. negative) × 2 (regulatory focus: promotion vs. prevention) × 2 (health consciousness: high vs. low) between-subjects factorial design has been employed. Four different versions of medical cuisine advertisement were first created, each with one of the framings and regulatory primings. The data were collected through print questionnaire, containing four different versions of ad appeals, which was randomly distributed to a convenient sample of 235 respondents. The results of statistically analyzed by three-way ANOVA (analysis of variance) showed that the main effects of both goal framing and regulatory focus priming are insignificant. Consistent with previous research, the interaction effect is significant, i.e. promotion appeal is more persuasive under positive framing, and vice versa, prevention more persuasive under negative one. In terms of health consciousness, it has direct effect on ad attitude as well as moderating effect between goal framing and ad attitude. Further, attitude toward ad is significantly related to medical cuisine consumption intention. Applying regulatory fit research tradition, the results of the study has not only supported previous theoretical findings, but also provided practical guidelines for future medical cuisine advertising campaigns.