台灣近年微整型商機蓬勃快速發展，即使微整型存在著風險，不少民眾因工作所需、個人生活、社會觀感等因素，對於微整型抱持著正面的態度；而有些民眾對於微整型則始終抱持著冷漠、反對的態度。本研究主要目的在釐清對微整型不同立場與第三人效果的關係以及影響民眾未來進行微整型意願的可能因素。
本研究以微整型正/負面新聞報導內容來檢測微整型的新聞報導是否產生第三人效果，並檢視樂觀偏誤、社會需求性、訊息涉入度及第三人效果認知是否會影響民眾未來接受微整型的意願。本研究以2（意願:有微整型意願/無微整型意願）×2（訊息類型:正面微整型新聞報導/負面微整型新聞報導）的二因子實驗設計，並以樂觀偏誤、社會需求性、訊息涉入程度為干擾變項。本研究採組間設計（between-subject），受測者閱讀正面微整型新聞訊息與閱讀負面微整型新聞訊息的比例各半，共有421位日間部大學生受測。
　 研究結果發現，負面微整型訊息所產生的第三人效果並未大於正面微整型訊息所產生的第三人效果。樂觀偏誤、社會需求性、訊息涉入度與第三人效果呈現顯著相關；而社會需求性及第三人效果認知可以有效預測出未來民眾接受微整型的意願。建議未來研究能以出現在不同媒體的訊息內容進行檢測，尋找其他可能影響民眾進行微整型意願的可能因素。

The micro cosmetic surgery industry in Taiwan has prospered rapidly in recent years. Despite the risks involved, numerous people have positive attitudes toward micro cosmetic surgery because of relevant demands in their career and personal life, as well as social perceptions. By contrast, some people have always been indifferent or opposed to micro cosmetic surgery. The primary objective of this study was to clarify the relationship between differing opinions regarding micro cosmetic surgery and the third-person effect, and the possible factors that influence people’s future intentions to undergo micro cosmetic surgery.
We investigated positive and negative news reports about micro cosmetic surgery to explore whether news reports produce a third-person effect. In addition, we examined whether people’s future intentions to undergo micro cosmetic surgery are influenced by optimistic bias, social desirability, message involvement, and third-person effects. This study was based on a 2 x 2 (intentions: intentions to undergo micro cosmetic surgery or not; message types: positive and negative news reports regarding micro cosmetic surgery) 2-factor experimental design. Optimistic bias, social desirability, and message involvement were used as intervening variables. Moreover, we adopted a between-subjects research design, that is, the participants were evenly divided into those who had read positive news reports of micro cosmetic surgery and those who had read negative news reports. Overall, 421 daytime university students participated in this study.
The results showed that the third-person effect produced by negative messages regarding micro cosmetic surgery did not exceed that produced by positive messages regarding micro cosmetic surgery. A significant relationship was observed between optimistic bias, social desirability, message involvement, and third-person effects. Furthermore, message desirability and perceptions of third-person effects can be used to effectively predict people’s future intentions to undergo micro cosmetic surgery. We recommend that future studies examine the messages presented in various media and explore other possible factors that influence people’s intentions to undergo micro cosmetic surgery.

目 錄
第一章研究動機與目的……………………………………………...1
第二章 文獻探討…...……………………………………………… 5
一、 醫學美容與微整形……………………………………………. 5
二、 美容醫療議題的傳播現象…………………………………… .7
三、 第三人效果文獻……………………………………………… 9
第三章 研究方法…... ………………………………………………17
一、 前測…...……...……………………………………………….17
二、 正式問卷之對象…...………………………………………. 17
三、 研究架構…...………………………………………………… 18
四、 實驗步驟與流程……...……………………………………….18
五、 實驗訊息內容…...…………………………………………… 19
六、 研究變項…...………………………………………………… 20
七、 統計分析…...………………………………………………… .24
第四章資料分析與討論……………………………………………...24
一、 人口變項的描述性統計分析…...………………………… .....24
二、 變項的描述性統計分析…...……………………………… .....27
三、 前測問卷之信度、效度分析………….…………..................33
四、 正式問卷之信度、效度分析..…….…………...…….............35
五、 研究假設結果.....……………………….…...……….............55
第五章 研究結論、限制與建議……………………………............61
一、 研究結論………………………………………………............61
二、 研究限制與建議………………………………………............64
參考文獻…………………………………………………….……......65
附錄一、前測問卷(正面微整型新聞訊息)…………………..…. ....74
附錄二、前測問卷(負面微整型新聞訊息………………………..... 81
附錄三、正式問卷(正面微整型新聞訊息)…………………..…. ....88
附錄四、正式問卷(負面微整型新聞訊息)…………………..…..... 95

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