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
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.
中文關鍵詞
毒奶粉事件,計劃行為理論,第三人效果
英文關鍵詞
Milk scandal, theory of planned behavior, third-person effect