本研究將探討子宮頸抹片檢查廣告透過廣告訴求正負面、廣告標語涵蓋層面
以及受眾性態度與第三人效果的關聯，以及行為意圖的變化。使政府在製作相關
廣告片的同時，能夠參考較有效益的廣告模式，而非一味的整合所有廣告訴求和
標語於一體。研究結果顯示：廣告訴求的正負面和涵蓋層面的確會影響第三人效
果認知差距；性態度卻不造成影響。在本研究中，並未發現第三人效果認知差距
對行為意圖的顯著影響。

This study explores whether the third-person effect caused by the Pap smear
advertisements appear & if they turn viewers into actions. The degree that the
advertisements effect on third-person effect is focused, as a reference for the
government when they’d like to make more effective advertisements, instead of putting
all the slogans & appeals together. The result shows: Advertising appeal（positive /
negative） & direct / indirect wording influences third/first-person effect ,while sexual
attitude of audience doesn’t. Because of the privacy of pap smear test, the research
didn’t find the relation between third/first person perception & behavior intention.

致謝 .................................................................................................................. ii
中文摘要 ......................................................................................................... iv
英文摘要 .......................................................................................................... v
目錄 ................................................................................................................. vi
表目錄 ........................................................................................................... viii
第壹章、緒論 ................................................................................................... 1
第一節、研究背景與動機 ................................................................................ 1
第二節、研究問題 ............................................................................................ 2
第貳章、文獻探討 ........................................................................................... 5
第一節、現況分析 ............................................................................................ 5
第二節、第三人效果 ...................................................................................... 10
第三節、第一人效果 ...................................................................................... 14
第四節、廣告訴求 .......................................................................................... 18
第五節、訊息涵蓋層面 .................................................................................. 23
第六節、性態度與第三人效果 ...................................................................... 26
第七節、行為意圖 .......................................................................................... 31
第參章、研究方法 ......................................................................................... 35
第一節、研究架構 .......................................................................................... 35
第二節、研究假說 .......................................................................................... 35
第三節、研究變項操作型定義 ...................................................................... 37
第四節、研究對象 .......................................................................................... 39
第五節、研究程序 .......................................................................................... 39
第肆章、資料分析 ......................................................................................... 42
第一節、描述性統計分析 .............................................................................. 42
第二節、t 檢定 ................................................................................................ 47
第三節、假設檢定 .......................................................................................... 49
第伍章、討論 ................................................................................................. 52
第陸章、結論 ................................................................................................. 56
第一節、研究結果 .......................................................................................... 57
第二節、研究貢獻 .......................................................................................... 58
第三節、研究限制與建議 .............................................................................. 59
參考文獻 ........................................................................................................ 62
中文文獻 .......................................................................................................... 62
英文文獻 .......................................................................................................... 68
附錄：問卷A ................................................................................................. 78
附錄：問卷B ................................................................................................. 84
附錄：問卷C ................................................................................................. 90
附錄：問卷D ................................................................................................. 96

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