完全媒體多工與非同時性綜效的比較 - 政大學術集成

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(1)國立政治大學廣告學系碩士學位論文 . 完全媒體多工與非同時性綜效的比較. 政治大 The comparison 立of cross media synergies between. ‧ 國. 學. media multitasking and non-multitasking. ‧. n. er. io. sit. y. Nat. al. Ch. engchi. i n U. 指導教授：張郁敏博士. 研究生：徐明佑中華民國 105 年 04 月. v.

(2) . . 摘要 . 隨著行動載具的普及，媒體多工的情況儼然已成為現代人消費媒體的主要. 型態，本研究透過綜效研究的脈絡去了解在完全媒體多工的情境下所呈現的高度認知資源競爭的同時順序性綜效，並且將其與低度認知資源競爭的非同時順序性綜效進行比較，以目前最普遍的智慧型手機與電視同時使用為例，讓消費者暴露在手機品牌官方網站與電視廣告中，試圖去理解他們在高度與低度認知資源競爭中的資訊處理歷程以及傳播效果的差異。. 治政大本研究透過實驗室實驗法進行研究，研究結果得出不同的媒介閱聽組合類立. 型有不同的資訊處理歷程與傳播效果，在媒體多工的同時性使用情境下，消費. ‧ 國. 學. 者確實會感受到較高的認知負荷程度，而議題涉入程度與媒介閱聽組合類型的. ‧. 交互作用對於認知反應數量有顯著影響，且非同時與同時媒介組合在廣告態度. n. al. er. io. sit. y. Nat. 上的表現也具有顯著差異。. i n U. v. 關鍵字：媒體多工、完全媒體多工、跨媒介效果、資訊處理模式、認知反應、廣告態度、品牌態度. Ch. engchi. . I .

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(7) 8. 2015. o. I. I. 2015 12-65. 8. u. c. 2014. 88 2. 政治 2010大. 50. 立. 5. 14. ‧ 國. 學. FIND, 2014. 8. y c. io. c c. n. al. 8. sit. 8. Ch. engchi. (Media Multitasking) 8. i n U 8. 2015. er. 」. ‧. N. Nat. 8. c. v. (eMarketer,. 2013) (Media Multitasking) (Media Multitasking). (Zhang, W., & Zhang, L., 2012) Foehr, U. G. (2006). !. 1.

(8) Zhang, W., Jeong, S. H., & Fishbein, M. (2015). media). c. 8. e. i. Facebook. 2. 政 80%治大. 立. ‧. ‧ 國. 學 49%. y. 2013. io. sit. FIND. n. al. er. Nat (simultaneous usage). Ch 3. engchi. (sequential). i n U. (sequential usage). 3. (simultaneous). 3. (Google, 2012 ). 2013. c. !. (Multitasking with. P. 2. v.

(9) i. O. 3. (Brasel, S.A. & Gips, J., 2011). i 8. 3. O. I8 FIND, 2014. 2015. I8. 立. 8. n. ‧ 國. y. sit. er. al. Ch. engchi. i n U. v. (Armstrong, G. B., & Chung, L., 2000; Zhong, B., Hardin,. M., & Sun, T.,2011; Wang, Z., Irwin, M., Cooper, C., & Srivastava, J., 2014) 8. 」. 3. 3 i. 3. i !. 8. ‧ 8. n. 8. 」. 學. io 8. o. 政治大8. Nat. 8. o. 3. i.

(10) (Chang, Y., & Thorson, E., 2004; Wang, A., 2007 Voorveld, H. A., Neijens, P. C. Smit, E. G, 2011. Wang et al., 2014). e. Foehr, U. G., 2006. Brasel, S. A., & Gips, J., 2011. 政治大. Voorveld, H. A., & van der Goot, M., 2013. 立. ‧ 國. ce. (Schultz, D. E., 1996; Belch. p. 學. i Belch 2009). ‧. 3. i 3. n. al. i. er. io. sit. y. Nat. 3. Ch. 3. engchi. i n U. v. 8 3. 3. i. !. i. 4.

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(12) c. 3 3. 政治大 3. 立. ‧ 國. 學. (synergy). C. ‧. Schultz, D. E., & Kitchen, P. J., 1997). Nat. io. n. al. sit. 8. er. 」. y. (Schultz, D. E., 1996. Ch. Chang, Y., & Thorson, E. (2004) 8. 8. engchi. (Information-processing Model). v i8 n U. (Elaboration Likelihood. Model) 8 c c 8. !. 8. 6.

(13) Dijkstra, Buijtels and Van Raaij(2005). 8. a. 8. a. 3. 8. 8 8. 8. 。. 8. 8 N c. 「. 立. 學. ang, A.(2007). 8 (SMS, Short Message Service) 8. sit. n. al. er. io Wickens(1984). 8. y. 8. Nat. 」. 8. ‧. 」. e. 8. ‧ 國. 8. I. 政治大 (Complementary Effect). Ch. (Information-processing Models). i n U. v. (Multiple Resource Theory). e n」g c h i. (schema). c. a (Wang, A., 2007) 」 c (Domke, Shah & Wackamn, 1998) Voorveld H.A.M. et al.(2011) !. 8 7.

(14) 」. 」. 8. 。 (Forward Encoding). (Multiple Source Perception) 8. 8. 8. 8. 8. (Dijkstra, 2002) 8. 政治大 (Harkins and Petty, 1987). 立. Maria Angeles Navarro-Bailon(2012). ‧ 國. ‧. 8. (Information. n. al. er. io. sit. y. Anderson(1981). Nat. (ELM). Integration Theory). 8. 學. 8. P. Ch. (Chang, Y., & Thorson, E., 2004). engchi. i n U. v. c c. c. c Varan, D., Murphy, J., Hofacker, C. F., Robinson, J. A., Potter, R. F., & Bellman, S. (2013) C !. e. c. 8 8. 8. a.

(15) 8. a. (Retrieval Practice Theory) 8. c. 3. 8. 8. 8. 8. (Appleton-knapp,. a. Bjork Wickens, 2005). (Cross-device). 」. (Cross-format). 」. 8. 8 8. 政治大. 立. I. 」. ‧ 國. 學. Chang & Thorson, 2004. Wang, 2007. ‧. Voorveld et al., 2011 Maria Angeles Navarro-Bailon, 2012 Varan, D. et al., 2013. ang, A., 2007. y. sit. al. n. 2004;. Ch. i n U. v. ELM Chang, Y., & Thorson, E., 2004;. engchi. Maria Angeles Navarro-Bailon, 2012 Wang, A., 2007. Dijkstra et al.,. Information-processing Models Chang, Y., & Thorson, E.,. io. 2003. Complementary Effect. t. er. Nat. 8. Multiple Resource Theory;. Forward Encoding; Voorveld H.A.M et al., 2011. Multiple Source Perception; Voorveld H.A.M et al., 2011 Information Integration Theory; Maria Angeles Navarro-Bailon, 2012 Retrieval Practice Theory; Varan, D. et al., 2013 3. !. 9.

(16) 2-1-1. 3. 」. 8. 3. Dijkstra et al. 2005. 8. +. 3 >. sequential. 立. ‧ 國 n. al. ang, A. 2007. Ch. engchi. er. io. (ELM). sit. y. Models). 3. 8. ‧. (Information-processing. Nat. 2004. >. 政治大. 學. Thorson, E.. a. (Complementary Effect). 8. Chang, Y., &. a. i n U. v. 8. 8. (Multiple Resource Theory) 3 (Information-processing Models). Voorveld. 8 (Forward Encoding). H.A.M. et al. 2011. 3 (Multiple Source Perception) !. 10. 。.

(17) Maria Angeles. 8. 8. Navarro-Bailon 2012. (Information Integration Theory). 3. Varan, D. et al.. 8. 2013. a. (Retrieval Practice Theory). 3. 3. 3. ‧. (Armstrong, G. B., & Chung, L., 2000. n. al. er. io. sit. y. O. Nat. 8. 3. 學. ‧ 國. 立. 政治大. i n U. v. 2011 Van Cauwenberge, A., Schaap, G., & Van Roy, R., 2014). Ch. engchi. Armstrong, G.B. & Chung, L (2000) a (Limited Capacity Information-processing). a Voorveld H. A.(2011) !. 8 11. Voorveld H.A.M,.

(18) 3 。. 3. I. 8. a. (cross-media). 」. (Chang, Y. & Thorson, 2004 Wang, A. 2007 Voorveld et al., 2011 Maria Angeles Navarro-Bailon, 2012. Varan, D. et al., 2013) I (Lang, A.,. 2000). 3. 政治大 (Voorveld H.A.M, 2011). 。. 學. 8. Van Cauwenberge, A., Schaap, G., & Van Roy, R.(2014). y. n. al. er. io. a. sit. Nat. 3. ‧. ‧ 國. 立. Ch I. engchi. i n U. v. C. 3 a e !. 。 12. (Armstrong, G.B.,.

(19) & Chung, L, 2000; Voorveld, H.A.M., 2011; Van Cauwenberge, A et al., 2014) a 。. i (Limited Information-processing; Armstrong & Chung, 2000 ;. t. Voorveld, H.A.M, 2011; Van Cauwenberge, A et al., 2014) Voorveld, H.A.M, 2011). (ELM;. (Multiple Resource Theory; Van Cauwenberge,. A et al., 2014) (Limited Capacity Theory) 3. (ELM). 立. 政治大. ‧. ‧ 國. 學. n. er. io. sit. y. Nat. al. !. Ch. engchi. 13. i n U. v.

(20) 2-2-1. 3 3. Armstrong, G.B.. a. & Chung, L. (Limited Information-processing) 3. (2000) simultaneous Voorveld,. 8. H.A.M. (2011). 8. 8 (Limited Capacity Theory). 3. 立. 政治大. 8 。. ‧ 國. 8 8. 8. sit. y. a. al. er. (Multiple Resource Theory). n. 3. io. et al. (2014). 8. ‧. Cauwenberge, A. 8. 學. Nat. Van. a. Ch. engchi. i n U. v. 3. t. 3. 3. 3. !. 14.

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(25) c. a. Baddeley & Hitch, 1974; Schunk, 1996; Baddely, 2000;. 2011. 2-3-3. 8. ‧ sit. (background) Chang(2015). e. n. al. er. io c. e. y. Nat. (foreground). 學. ‧ 國. 立. 政治大. Ch. engchi. i n U. v. 8 8 3. 3 8. 8 8 o. !. a. 19. 3.

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(32) 3. Wang 2007 e i. I. 8. 8 U. 立. 8. 2. t. 政治大. ‧ 國. 學. Zaichkowsky(1985). 1994. y. ‧. Nat. n. al. sit. 3-2-3 i. er. io. !. e. Ch. engchi. 26. i n U. v.

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(34) i .. 2.. c. 8. 。. 2014. 立. 6. 6 6. io. sit. UNIQLO 8. n. al. Ch. (25%). ‧. UNIQLO. Nat. 6. UNIQLO. 。. e n g c6h i. UNIQLO. 8. !. 3-3-1. 28. 。. 8. i n U 8. v. 8 8. RE-JEAN. (31%). y. 28. 。. 學. ‧ 國. 45%. 。. er. O. UNIQLO. 治政 UNIQLO 大6.

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(36) 3.. (Petty & Cacioppo, 1983) e. 8. Petty & Cacioppo, 1983; 2007. 2008. 4.. 8. y. sit. io. al. n. !. 8. Nat. 8. 30. ‧. 6. 30. 學. 8. 治政Facebook 大. ‧ 國. 立. 2014. er. 1999. Ch. 3-3-2. engchi. 30. i n U. v.

(37) 3-3-2. 1995. 8 !. 8. !. 8. !. I8. l. 8. Chang(2005). 8 I. 8. 2.. I. 8. 3.. I. 4.. I. 立88. 政治大 O. 學. ‧ 國. 1.. Chang(2005). 8. ‧. I O. y. Nat. I. n. al. er. io I. sit. I. 1.. Ch. …. engchi. 2. 3. 4. 5. 6. 7. 8. 9. 10. !. 31. i n U. v. Zaichkowsky(1994).

(38) 5. (1) y 50. 50 26. (2). 8 8 t. 8. 立. =.58, p<.001; M. =.76 p<.001). !. Ch. =4.87, SD 8. 3-3-3. n. al. engchi. 32. =5.03,. =.73, p<.001). sit. =5.58, SD. =5.4, SD. =.67, p<.001; M 8. =.95, p<.001; M 8. io. M. =5.35, SD. =5.4, SD. Nat. (M. =4.9, SD. er. SD 8. (M. =.72, p<.001; M. =4.7,. ‧. ‧ 國. =.75, p<.001). =5.7, SD 8. 學. =.52, p<.001; M 8. (M. y. 8 SD. 8. 政治4 t大. i n U. v. =1.12, p=.04; 3-3-4.

(39) 3-3-3. 8. 8 8. 1.. 4.77. .52. 5.70. .72. 5.40. .75. 2.. 4.90. .67. 5.03. .58. 5.35. .73. 3. RE-JEAN. 4.37. .88. 4.96. .91. 4.98. .78. 4.. 5.40. .95. 4.87. 1.12. 5.58. .76. 5.. 4.63. .94. 4.68. .97. 5.23. .90. 8 治 t 政 8大. 3-3-4. .00***. 5.85. .00***. 4.26. .00***. 5.56. .00***. 5.79. .00***. 1.31. .22. 3.39. .01**. 3.92. .00***. 4.64. .00***. 2.45. .04*. 6.60. .00***. 2.14. .06. 2.20. 4.30. .00***. al. n. *p<.05, **p<.01, ***p<.001. 7.42. io. 5.. .00***. y. Nat. 4.. 4.64. ‧. 3. RE-JEAN. t. sit. 2.. t. .06. er. 1.. 立. 學. ‧ 國. t. Ch 8 engchi. ANOVA). v. (One-way. (F(2,27)=1.55, p=2.31). 8. (F(2,27)=2.91, p=.72). i n U. (F(2,27)=.93, p=.41). 3-3-4. 8 (M=5.4, SD=.95). 8 (M=5.58, SD=.76) 8. !. 33. 8.

(40) 3-3-4. 8 8. 8. F. p. F. p. F. p. 1.55. 2.31. 2.91. .72. .93. .41. *p<.05, **p<.01, ***p<.001 (3) i. 立. c 政治大 (t=2.31, p=.05). ‧ 國. (M=4.29, p=.33). 4 3-3-5. 3-3-6. n. al. er. io. sit. y. Nat =4.31, SD. !. 4. ‧. c. t. 學. (M=4.63, p=.02). t. Ch. =1.53, p=.54; M. i n U. =3.43, SD. engchi. 34. v. =.92, p=.09. M.

(41) 3-3-5. c. t. t 4.63. .70. 4.29. .90. 3.95. .78. 3.45. 1.01. 4.14. .89. 4.53. 1.16. 3.88 3.50. .05*. 1.95. .08. -1.439. .18. 治政 1.10 大 1.13 .98. 4.31. 1.53. 3.43. .92. .29. 1.91. 學. ‧ 國. 立. 2.31. .09. *p<.05, **p<.01, ***p<.001. ‧ sit er. io. t. n. al. 4.63. Ch. e n g.70c h i U. v ni. 2.86. .02*. .90. 1.02. .33. 3.95. .78. -.20. .84. 3.45. 1.01. -1.73. .19. 4.14. .89. .50. .63. 4.53. 1.16. 1.44. .18. 3.88. 1.10. -.35. .74. 3.50. .98. -1.61. .14. 4.31. 1.53. .64. .54. 3.43. .92. -1.96. .09. 4.29. *p<.05, **p<.01, ***p<.001 !. y. t. Nat. 3-3-6. 35.

(42) 1.. 3-3-7 Facebook y 40. 立. 政治大. 3-3-7. 6. io. al. UNIQLO. 8. n. U. c. I. U. 8 4. U. Ch. 1000. engchi. i n U U. v. UNIQLO. 6. 4. UNIQLO. 6. UNIQLO U. U UNIQLO. 8. er. Nat. U. UNIQLO. y. UNIQLO. 4. sit. 6. ‧. ‧ 國. 學. UNIQLO. u. c. 8. UNIQLO. 8 U. 4. r. 4 。. UNIQLO. i. 8 !. 36. 1. 「. UNIQLO. ).

(43) 2. 46 25%. 40. 30. 10. 75. (20%). (35%). (17.5%) t. c (t=3.89, p<.001). (t=7.64, p<.001) t. SD=.87, p<.001). (M=4.71, 4. 4. 立. (M=4.21, SD=.93, p=.16). 政治 (M=4.44, 大 SD=1.05, p=.01). 學. ‧ 國. (M=3.44, SD=1.09, p=.002). c. ‧. 3-3-8. t. n. al. er. io. sit. Nat. c. 4.71 4.21. Ch. e n .87 gchi U .93. 4.44. 1.05. 3.44. 1.09. *p<.05, **p<.01, ***p<.001. !. y. 3-3-8. 3-3-9. 37. tv i n. 3.89. .00***. 7.64. .00***.

(44) 3-3-9. t. c. t 4.71. .87. 5.13. .00***. 4.21. .93. 1.44. .16. 4.44. 1.05. 2.61. .01*. 3.44. 1.09. -3.28. .002**. *p<.05, **p<.01, ***p<.001. 政治大. 立 8. ‧. ‧ 國. 學 8. Ch. engchi U. 8. !. 38. er. 8. n. al. sit. (filter ad). io. 8. y. Nat. 8. v ni. 8.

(45) y i. y. 8 . Facebook 150. 立. i. Apple iPad2 16GB. ‧ 國. h. ‧. 9. n. al. er. io. sit. y. Nat. ). Sony. 學. 8. 政治大. Ch. engchi. i n U. i. 1.. !. 39. v. 9.

(46) 8 c. 8 。. c. 2.. 立. ‧ 國. ‧ y. sit. n. al. er. io c. Ch. engchi. i n U. v. e c. !. 8. c. Nat. 3.. 學. c. 政治大. 40. 8.

(47) 3-4-1. ! ! !. !. !. !. !. 立. ‧ 國. !. !. 學 !. 8 !. Nat. n. a9l. Ch 1.. !. sit. !. er. io !. y. ‧. !. 政治大. e n g c3 h i. i n U. v. !. /. U !. 2.. !. 8. 8. !. !. 8 !. 。 41. !.

(48) 3. 8 8 8. 1.!. 8 8. 立. 。. 政 I治 8 大. (Lutz, 1985). Durvasula, S., Andrews, J. C., Lysonski, S., & Netemeyer, R. G. (1993). ‧ 國. 學 3-4-1. ‧. 3-4-1. 8. a l 1. 2.C h. n. 3.. I8. er. io. U. Lysonski, S., & Netemeyer, R. G. (1993). sit. y. Nat. Durvasula, S., Andrews, J. C.,. i n U e n g c h iI8. v. 8. 2.! P (brand awareness). (brand image). (Keller, K. L., 1993). Hoyer & Brown(1990). Park, C. W., Jaworski, B.. J., & Maclnnis, D. J.(1986). P 3-4-2. !. c. 42.

(49) 3-4-2. Hoyer & Brown(1990). U 1. UNIQLO. 6. 2.. UNIQLO. Park, C. W., Jaworski, B. J., 1.. UNIQLO. 6. 2.. UNIQLO. 6. 3.. UNIQLO. 6. 4. 5. 立. 治 6 政UNIQLO 大 UNIQLO. 、. 6. ‧. ‧ 國. 學 (Fishbein & Ajzen, 1975;. y. Nat. io. n. al. sit. Chang(2005)i. er. Lutz et al., 1983 ). 3-4-3. Ch. engchi. i n U. v. 3-4-3. Chang(2005). 6 I I. O. I I. !. LOGO. U. & Maclnnis, D. J.(1986). 3.!. 6. 43.

(50) 4.!. Paas & & van Merriënboer, 1994; 2000 Kalyuga, S., Chandler, P., & Sweller, J., 2000; Eveland, W. P., & Dunwoody, S., 2001;. 2000. 2008 3-4-4 i. Kalyuga, S. et al., 2000;. Dunwoody, S., 2001;. I 1.. 8. 2.. y. Nat. 3.. n. al. er. 4.. io. 2008. sit. 2000. 5.!. ‧. Eveland, W. P., &. 學. ‧ 國. 立. 治政大 3-4-4. Ch. engchi. i n U. 8 8. v. a a. a (Craik, 2002; Craik & Lockhart, 1972;. 2011). Eveland W. P. & Dunwoody S.(2002). 3-4-5 i. !. 44. 8. a.

(51) 3-4-5. Eveland W. P. & Dunwoody. I… 1.. S.(2002). 2. 3. 4.. 6.!. 立. ‧ 國. 8. n. al. 3-4-6. Ch 3-4-6. engchi. !. y i n U. v. 8. Chang(2005) Haley & Baldinger(1991). (Haley & Baldinger,. 8. sit. 8. er. Chang(2005)i. io. 1991). Nat. 8. ‧. 7.! 8. 8. (Maclnnis &. 學. Jaworski, 1989). 政治大 8 8. 8 1.. I. 8. 2.. I. 8. 3.. I. 8. 4.. I. 8. 45. O.

(52) 8.! 。。. I. 8. 。. 8. Bower, A. B., & Landreth, S. (2001) (2011)i. Voorveld, H. A. M.. 。. 3-4-7 3-4-7. Bower, A. B., & Landreth, S.. 立1.2.. (2001). 政治6 大。。. 。. UNIQLO 。. ‧. n. al. er. io. sit. y. Nat. !. I. 學. ‧ 國. Voorveld, H. A. M. (2011). 。. Ch. engchi. 46. i n U. v. UNIQLO.

(53) !. i ! (. 150 U. 2. 立. 32. 23.2%. 106. 20. 5. ‧. … 4-1-1 i. n. al. er. io. sit. y. Nat. !. 76.8%. 學. ‧ 國. 138. UNIQLO治 6 政大. Ch. engchi. 47. i n U. v.

(54) 4-2-1. (. ). 3 ). 立. D. 16. Nat. F. 17. G. 16. H. 16. io. n. 138. (66.6%). 6. 14. (30.0%). (70.0%). 3. 14. (17.6%). (82.4%). 0. 16. (0%). (100%). 1. 17. (5.6%). (94.4%). 3. 14. (17.6%). (82.4%). 7. 9. (43.8%). (56.3%). 6. 10. 學. 8. al. 17. 政治大 E 18. ‧ 國. 8. C. (33.3%). y. !. 20. 12. sit. (. B. 6. (37.5%). (62.5%). 32. 106. (23.2%). (76.8%). er. (. 18. ‧. 3. A. (100%)i v n Ch U engchi. ! !. i. 8 8. 。. !. i. 48.

(55) P 4-2-1. Cronbach’s. 8. α=.63. Cronbach’s α=81 1985. Cronbach’s α=.85. Cronbach’s α. Cronbach’s α. 0.7. 0.9. 0.9 Cronbach’s α. 0.7. 8 i. Cronbach’s α=.79. ‧ 國. 學 ‧. io. sit. y. n =138. al. er. Nat. 4-2-1. 3. n. 8. Ch. engchi U. 。 !. !. Cronbach’s α=.87. Cronbach’s α=.84. 8. !. P. 治政 Cronbach’s 大 α=.81. 立. Cronbach’s α=.74 8 。. 0.5. !. 49. v n7i. Cronbach’s α 0.63 0.81. 4. 0.85. 4. 0.81. 4. 0.74. 4. 0.79. 4. 0.87. 3. 0.84.

(56) e. 8. Holsti(1969). i Dominick(2003). 25. 18.1 i. 立. 4-4-2. 學. 0.97. ‧. 4-4-2. y. Nat. io. 0.98. al. n e. 8. Ch. 1. !. i n U. 0.95. engchi. 50. sit. ‧ 國. 0.90. 政治大c i. er. Wimmer. v. 0.99 0.97 1.

(57) !!. !. ! !. ! !. 4*3*1. t (t=4.45, p=.00) 4. 立. 4. c. 學. ‧ 國. (M=5.24, SD=1.46). 治政(M=3.48, 大 SD=1.80). 4-3-1. ‧. SD. t. 5.24. 1.46. p. 4.45. .00***. n. er. io. al. sit. y. Nat. M. 3.48. Ch. *p<.05, **p<.01, ***p<.001. 1.80. n U engchi. iv. c 8 3. 3. t !. c. 8 51.

(58) 。. I 4-3-2. 4-3-3. 3. 2. A. E. E. A. 8. ME=5.74, SDE=0.72) 3. E. C. 8. 立. G. (t=-2.71, C. 學. SDC=0.85; MG=5.88, SDG=0.72). 3. ‧. n. al. er. io. sit. y. Nat. i. 2. 治政大 G. ‧ 國. p=.01). !. (MA=4.88, SDA=0.98;. 8 3. 8. (t=-2.99, p=.00). 8. Ch. engchi. 52. i n U. v. (MC=5.13,.

(59) 4-3-2. A. 5.46. 0.66. G. 5.88. 0.72. B. 5.33. 1.16. F. 5.01. 1.19. B. 5.33. 1.16. H. 5.23. 0.64. 0.34. .74. .08. .41. 0.65. 4.88. 0.98. 5.41. 0.81. 5.43. 0.99. 5.73. 0.69. 5.03. 0.73. 5.33. 0.54. 5.28. 0.76. 5.03. 0.73. 5.74. 0.83. -1.76. 5.76. 立 0.72. .63. 4.71. -1.66. .10. -0.98. .33. 1.34. .19. n. al. 0.68. E>A. *p<.05, **p<.01, ***p<.001. !. Ch. SD. 5.73 5.33. 0.73. 5.20. engchi U. 53. v i n. t. p. -1.42. .17. -1.22. .23. -1.91. .07. 0.65. .52. y. 0.87. 0.81. 4.88. t. 0.54. sit. 5.58. SD. er. E. -0.48. p M 治政 0.98 .00***大 5.41 -2.99. io. 0.66. M. Nat. B&H. 5.46. p. ‧. B&F. A. t. 學. A&G. SD. ‧ 國. A&E. M. 0.70. M. SD. 5.31. 1.12. 5.33. 0.90. 5.31. 1.12. 5.63. 0.90. 4.80. 1.23. 4.98. 1.24. 4.80. 1.23. 5.23. 1.17. t. p. -.06. .96. -0.89. .38. -0.44. .66. -1.06. .30.

(60) 4-3-3. C. 5.13. 0.85. G. 5.88. 0.72. D. 5.28. 1.27. F. 5.01. 1.19. D. 5.28. 1.27. H. 5.23. 0.64. 0.74. 5.76. 0.65. 5.41. 0.74. 5.73. 0.69. 5.61. 1.03. 立 0.72. .13. 5.74. .01**. 5.37. 0.78. G>C. 5.43. 0.99. 5.23. 1.19. 5.28. 0.76. 5.23. 1.19. 0.62. 0.13. .90. -2.71. p M 治政 0.78 大 5.41 -1.45 .16. .54. 4.71. .82. -0.13. 0.90. 1.51. 0.15. n. al. 0.68. -0.23. *p<.05, **p<.01, ***p<.001. !. Ch. SD. 5.73 5.61. 0.73. 5.20. engchi U. 54. v i n. t. p. -1.5. .14. -1.29. .21. -0.41. 0.69. 1.31. .20. y. 0.87. 5.37. t. 1.03. sit. 5.58. SD. er. E. -1.55. io. 0.85. M. Nat. D&H. 5.13. p. ‧. D&F. C. t. 學. C&G. SD. ‧ 國. C&E. M. 0.70. M. SD. 5.33. 0.53. 5.33. 0.90. 5.33. 0.53. 5.63. 0.90. 5.08. 1.20. 4.98. 1.24. 5.08. 1.20. 5.23. 1.17. t. p. 0.00. 1.00. -1.14. .26. 0.24. 0.81. -0.35. 0.73.

(61) 。 2 。. 2 。. 2 Ia 4-4-1. ‧ 國. 學. 。. ‧. Ia. i. y. Nat. io. sit. 。. er. H1-2. 1-2. 政治大. 立 H1-1. 1-1. n. i a l Ia v i n Ch 6 。 engchi U. 1-1. 1-2. Ia. 。. i. 。 Ia. 。. 。. Ia c. 。. (F=0.02, p=.89). 。. c. (F=4.75, p=.03). 。 i. 55. i 。. c Ia. !. (F=1.41, p=.24). c. 。.

(62) (F=0.01, p=.91)。 a. i H1-1 H1-2. 。. I. 。. O. 4-4-1 4-4-1. Ia. (A). DF. MS. F. p. 1.25. 1. 1.25. 1.41. .24. 0.02. 1. 0.02. 0.02. .89. 4.22. 1. 4.75. .03*. 2.36. .13. 0.05. .82. 0.01. .91. 2.09. 立. 4.22 治政大 1 2.09 1. 0.05. 0.01. 1. 0.01. 56.841. 64. 0.888. Nat. y. n. al. er. io. *p<.05, **p<.01, ***p<.001. 71. sit. 2068.69. Ch. engchi. i n U. .c. 4-4-2. !. ‧. 0.05. ‧ 國. A×B. O. SS. 學. (B). c. 2-1 2-2. 56. v.

(63) H2-1. 。 .c. H2-2. i. 。 .c. 2-1. 2-2 .c. 。. 。. c. 4-4-2 p=.041). i. p=.783). i. 0. c (F=6.01, p=.017). (F=1.43, (F=4.34,. 。. i. 立. 政治大c. 。 (F=4.13,. .c. H2-1. DF. MS. 1. 14.64. 1. 0.19. 6.01. .017**. 10.59. 1.43. .041*. 1. 0.19. 4.34. .783. 1.17. 1. 1.17. 0.48. .491. 0.48. 1. 0.48. 0.20. .658. 10.06. 1. 10.06. 4.13. .046*. 155.99. 64. 2.44. 908.00. 71. n. al. 10.59. (B) A×B. Ch. engchi. *p<.05, **p<.01, ***p<.001 !. O p. 14.64. (A). c. F. io. SS. y. .. Nat. 4-4-2. H2-2. sit. 。. 57. er. .. i. ‧. ‧ 國. 學. p=.046)。. i n U. v.

(64) 4-4-3. H3. i. 3. i. 立. 0. c. 、. (F=13.10, p=.00)。. n. er. io. sit. y. i. 2. al. Ch. (F=0.37,. (F=1.22, p=.68). ‧. (F=0.21, p=.65). Nat. !. c 。. 、 4-4-3. 政治。大. 學. ‧ 國. 。. p=.55). 3. engchi. 58. i n U. v. 。.

(65) 4-4-3. c SS. DF. MS. F. p. 0.18. 1. 0.18. 0.37. .55. 0.10. 1. 0.10. 0.21. .65. 0.60. 1. 0.60. 1.22. .68. 6.44. 1. 6.44. 13.10. .00***. 32.41. 66. 0.49. 669.31 *p<.05, **p<.01, ***p<.001. 立. 。. ‧ 國. c. 、 =0.86; M. =2.64, SD. =0.73, F=13.10, p=.02)。. Nat. sit. io. 2). 。. y. i i. n. al. er. =3.26, SD. O. 4-4-4. Ch. engchi H3. 。. i n U. v. 。. 4-4-4. 3.26 2.64. O. SS. DF. MS. F. p. 6.44. 1. 6.44. 13.10. .00***. 0.86 0.73. *p<.05, **p<.01, ***p<.001. !. 。. ‧. (M. 71 政治大. 學. i. O. 59.

(66) 4-4-4. 4. H4. 4. i. c 。. 學. ‧ 國. 立. 政治。大. (F=0.23, p=.637). 。. (F=9.24, p=.00) 、 (F=13.10, p=.01). n. al. SS. Ch. c. i n U. eDFn g c h i MS. v. 4-4-5 O. F. p. 0.09. 1. 0.09. 0.23. .637. 2.79. 1. 2.79. 7.21. .01*. 3.57. 1. 3.57. 9.24. .00***. 3.11. 1. 3.11. 8.05. .01*. 25.52. 66. 0.39. 669.31. 71. *p<.05, **p<.01, ***p<.001 !. sit. io 4-4-5. 、. er. 2. 。. y. Nat. i. ‧. (F=7.21, p=.01). 60.

(67) c. 。. 。 (M. 、 =4.47, SD. =0.10; M. =5.20, SD. =0.11,F=8.05, p=.01)。. i. 。. 。 H4. 。. 立. SS. DF. 3.11. 1. MS. F. p. 3.11. 8.05. .01*. 0.10. ‧. 5.20. 0.11. y. Nat. n. er. io. al. sit. *p<.05, **p<.01, ***p<.001. !. O. 學. ‧ 國. 。. 政治大. 4-4-6. 4.77. 4-4-6. O. Ch. engchi. 61. i n U. v.

(68) 4-4-5. 5. H5 5. 。. 立. (F=0.00, p=.97). (F=53.25, p=.00). 、. y. n. al. SS. Ch. c. i n U. eDFn g c h i MS. v. O F. p. 0.03. 1. 0.03. 0.15. .90. 0.00. 1. 0.00. 0.00. .97. 11.32. 1. 11.32. 53.25. .00***. 0.24. 1. 0.24. 1.13. .29. 14.02. 66. 0.21. 2042.5. 71. *p<.05, **p<.01, ***p<.001 !. 。. sit. 4-4-7. 。. io 4-4-7. (F=1.13, p=.29)。. i. Nat. H5. 、. ‧. 。. i. er. 。. (F=0.15,. 學. ‧ 國. p=.90). 政。0治大. c. 62.

(69) 4-4-6. 6. H6 H6. 立. 政治大。 (F=0.51, p=.48). 。 i. (F=9.42, p=.00). (F=0.67, p=.42)。. 。. sit. y. Nat. 。. io. er. i. a l 4-4-8 v i n Ch engchi U. n. !. 、. ‧. 。. c. 學. (F=2.27, p=.14). ‧ 國. 。. 63. H6.

(70) 4-4-8. c. O. SS. DF. MS. F. p. 1.50. 1. 1.50. 2.27. .14. 6.21. 1. 6.21. 9.42. .00***. 0.34. 1. 0.34. 0.51. .48. 0.44. 1. 0.44. 0.67. .42. 43.47. 66. 0.66. 1977.11 *p<.05, **p<.01, ***p<.001. 立. 71 政治大. ‧. ‧ 國. 學. H5. i 。. sit. y. Nat. t. n. al. er. io. 2. 。 =5.14, t=2.52, p=.02)1. Ch. engchi. i n U. (M. (M. v. =5.36, M. =5.69, M. t=2.57, p=.02)。. =5.51,. 。。. 。 4-4-9. !. 。. 64. 。.

(71) 4-4-9. t SD. 5.36. 0.67. 5.14. 0.60. 5.69. 0.89. 5.51. 0.88. 立. p. 2.52. .02*. 2.57. .02*. 學. 。. H1-1 H1-2. H2-1 H2-2. 。. H3. .. y. sit. n. Ch. H5 H6. 。. engchi. 65. er. io. H4. al. 。. ‧. Ia. 。. Nat. !. t. 政治大. *p<.05, **p<.01, ***p<.001. ‧ 國. M. O. i n U. O. v. 。。 4-4-12. 。.

(72) 4-4-10. O. 。. H1-1. Ia. i. 。. H1-2. Ia. i. 。 H2-1. .c. 。 H2-2. 政治大 .c i. H3. i. ‧ sit. al. n. H6. !. <. <. er. io. H5. >. y. Nat. H4. 學. ‧ 國. 立. i. Ch. engchi. 66. i n U. v. <.

(73) !!. ! 2. 。 P. 。 P 。 /. 。.. 立. 政治大. ‧ 國. 學 ‧. i (. 。。. y. Nat. 。. n. al. er. io. 。 i. 。. sit. y. /. 。. 。. C,h. e n) g c h i 。U. v ni. 3. (Wang et al., 2014)。. ). 。. N. 。 (Lang, 2000; Armstrong, G. B.,. 。 & Chung, L., 2000; Van Cauwenberge, A et al., 2014) 。。. .。 .(Baddeley & Hitch, 1974; Schunk,. 。. !. 67.

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