儘管先前的心理學研究人員已經研究了規範焦點在各個領域的作用，但很少有人將訊息多面性、論點品質或修辭風格納入研究，且鮮有研究同時考慮兩種類型的媒體訊息。本研究運用規範焦點理論來考察不同規範焦點的受衆如何評價不同類型的媒體訊息的溝通效果。此外，本研究還探討了訊息多面性、論點品質和修辭風格在規範焦點對受衆看待媒體訊息的溝通效果的調節作用。本研究包含2個實驗，實驗一包含232位受試者，進行2(規範焦點:進取焦點/趨避焦點)× 2(修辭風格:隱喻/直白)× 2(論證質量:強論點/弱論點)的受試者間實驗設計；實驗二包含248位受試者，進行2(規範焦點:進取焦點/趨避焦點)× 2(修辭風格:隱喻/直白)× 2(訊息多面性：單面訊息/雙面訊息)的受試者間實驗設計。本研究結果如下：（一）與隱喻的結論訊息相比，進取焦點的受眾對直白的結論訊息產生更好的溝通效果；與直白的結論訊息相比，趨避焦點的受衆對隱喻的結論訊息産生更好的溝通效果。（二）與強論點品質相比，進取焦點的受衆對弱論點品質的直白的結論訊息産生更好的溝通效果；與弱論點品質相比，趨避焦點的受衆對強論點品質的隱喻的結論訊息産生更好的溝通效果。（三）與隱喻的結論訊息相比，進取焦點的受衆對具有直白結論的單面訊息産生更好的溝通效果；與直白的結論訊息相比，趨避焦點的受衆對具有隱喻結論的雙面訊息産生更好的溝通效果。

Although previous psychology researchers have examined the role of regulatory focus in various fields, few have included message sidedness, quality of the argument, or rhetorical style, and few have considered both types of media information. This study uses the regulatory focus theory to investigate how audiences with different regulatory focuses evaluate the communication effects of different types of media information. In addition, this study also explores the moderating effects of message sidedness, argument quality, and rhetorical style in the impact of regulatory focus on audience attitudes toward media information. This study consisted of two experiments. Experiment 1 included 232 subjects. A between-subjects design of 2(regulatory focus: promotion / prevention)× 2(rhetorical style: metaphorical / explicit)× 2(argument quality(AQ): strong argument / weak argument) was conducted. Experiment 2 included 248 subjects. A between-subjects design of 2(regulatory focus: promotion / prevention)× 2(rhetorical style: metaphorical / explicit)× 2(message sidedness: one-sided / two-sided) was conducted. The results of this study are as follows: (1) Promotion-focused audiences will engender more favorable attitudes toward explicit conclusion messages than metaphorical conclusion messages, whereas prevention-focused audiences will engender more favorable attitudes toward metaphorical conclusion messages than explicit conclusion messages. (2) Promotion-focused audiences will engender more favorable attitudes toward explicit conclusion messages with weak argument quality than those with strong argument quality, whereas prevention-focused audiences will engender more favorable attitudes toward metaphorical conclusion messages with strong argument quality than those with weak argument quality. (3) Promotion-focused audiences will engender more favorable attitudes toward one-sided messages with explicit conclusions than those with metaphorical conclusions, whereas prevention-focused audiences will engender more favorable attitudes toward two-sided messages with metaphorical conclusions than those with explicit conclusions.

目錄
摘要 i
Abstract ii
謝誌 iii
目錄 iv
表目錄 vi
圖目錄 vii
第一章 緒論 1
1.1研究背景以及研究動機 1
1.2研究問題 3
1.3研究範圍 4
1.4研究流程 5
第二章 文獻探討與假説推演 7
2.1溝通效果(Communication Effectiveness) 7
2.2規範焦點(Regulatory Focus) 10
2.3修辭風格(Rhetorical Style) 13
2.4論點品質(Argument Quality) 16
2.5訊息多面性(Message Sidedness) 18
第三章 研究方法 21
3.1研究架構 21
3.2實驗及問卷設計 22
3.2.1前測 22
3.2.2實驗一 23
3.2.3實驗二 25
3.3問卷回收對象 27
3.4資料分析 29
第四章 研究結果 30
4.1溝通效果量表信度分析 30
4.2實驗一 31
4.2.1操弄檢定 31
4.2.2假説檢定與結果 34
4.3實驗二 38
4.3.1操弄檢定 38
4.3.2假説檢定與結果 41
4.4研究結果總結 43
第五章 結論 44
5.1綜合結論 44
5.1.1規範焦點與修辭風格對於溝通效果的交互作用 44
5.1.2規範焦點、修辭風格與論點品質對於溝通效果的交互作用 44
5.1.3規範焦點、修辭風格與訊息多面性對於溝通效果的交互作用 44
5.2學術貢獻 45
5.3實務貢獻 46
5.4研究限制與未來研究建議 48
第六章 參考文獻 49
附錄一 問卷一 58
附錄二 問卷二 64
附錄三 問卷三 70
附錄四 問卷四 76
附錄五 問卷五 82
附錄六 問卷六 88
附錄七 問卷七 94
附錄八 問卷八 100
附錄九 問卷九 106
附錄十 問卷十 111
附錄十一 問卷十一 116
附錄十二 問卷十二 121
附錄十三 問卷十三 126
附錄十四 問卷十四 131
附錄十五 問卷十五 136
附錄十六 問卷十六 141

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