曾經，中國政府歷史上廣泛採用死刑犯器官作為人體器官移植的來源，2015年1月1日，中國政府宣佈，全面停止使用死刑犯器官作為供體來源。至此，公民去世後自願的器官捐獻成為器官移植使用的唯一渠道。目前中國每年約有30萬患者因器官功能衰竭等待器官移植，而每年器官移植手術僅為1萬餘例，捐獻器官數量同需要器官移植治療的患者數量相比，兩者之間存在著巨大差距。
有一些證據表明，接觸娛樂媒介信息可能會產生積極的教育效應。研究重點是娛樂教育——在大眾娛樂節目中插入健康信息；娛樂教育領域的重要理論之一——擴展精細加工可能性模型認為娛樂教育可以通過敘事建立說服模式，它提出故事的敘事會影響人們對故事的吸收水平，通過多種途徑的說服機制影響相關的態度和行為。研究主要的兩個中心問題是：首先，娛樂教育理論達成教育目標歷程為何；第二，娛樂教育理論應用於醫療劇的效益為何？作為回應，研究調查了醫療劇敘事對大學生器官捐獻說服效果的影響。
實驗中，研究對象共435名大學生，被安排觀看一部指定醫療電視劇，該電視劇的一條主要敘事線是講述一個等待換腎的小女孩。大學生關於器官捐獻的態度與行為於觀看電視劇後一週內以問卷調查進行了測量，以檢定娛樂教育效益影響。
研究具體發現如下：
一、醫療電視劇敘事中個體因素對器官捐獻說服效果的影響關係
在個體因素對態度的影響方面，角色認同與強化鞏固對器官捐獻態度之間存在顯著的影響關係。觀看醫療劇的群體對醫療劇的角色認同、強化鞏固認同度越高，則被說服形成器官捐獻的態度就越強，而且從對態度影響關係強弱程度來看，角色認同最強，強化鞏固次之。感情涉入與態度之間不存在顯著的影響關係。
在個體因素對行為的影響方面，角色認同、感情涉入、強化鞏固與器官捐獻行為之間存在顯著的影響關係。觀看醫療劇的群體對醫療劇的角色認同、感情涉入、強化鞏固認同度越高，則被說服出現的器官捐獻行為的可能性就越大，而且從對行為影響關係強弱程度來看，角色認同最強，強化鞏固次之，感情涉入再次之。
二、醫療電視劇敘事中環境因素對器官捐獻說服效果的影響關係
在環境因素對態度的影響關係方面，產品質量、意圖、趨同性與器官捐獻態度之間存在顯著的影響關係。觀看醫療劇的群體對醫療劇的產品質量、意圖、趨同性認同度越高，則被說服形成的器官捐獻的態度就越強，而且從對態度影響關係強弱程度來看，趨同性最強，意圖次之，產品質量再次之。吸引力與態度之間不存在顯著的影響關係。
在環境因素對行為的影響關係方面，產品質量、意圖、趨同性同器官捐獻行為之間存在顯著的影響關係。觀看醫療劇的群體對醫療劇的產品質量、意圖、趨同性認同度越高，則被說服出現器官捐獻行為的可能性就越大，而且從對行為影響關係強弱程度來看，趨同性最強，意圖次之，產品質量再次之，吸引力再次之。
三、醫療電視劇敘事中個體因素與環境因素兩個面向對器官捐獻說服效果的影響關係
環境因素和個體因素對器官捐獻態度存在顯著的影響關係。觀看醫療劇的群體在觀看醫療劇的過程中受到環境因素和個體因素的影響越強，則被說服形成器官捐獻意願的態度就越強。而且從對態度影響關係強弱程度來看，環境因素最強，個體因素次之。
環境因素和個體因素對器官捐獻行為存在顯著的影響關係。觀看醫療劇的群體在觀看醫療劇的過程中受到環境因素和個體因素的影響越強，則被說服出現器官捐獻的可能性就越大。而且從對行為影響關係強弱程度來看，環境因素最強，個體因素次之。

In history down the ages, the government of China had been extensively employing the organs of prisoners under the sentence of death as the sources of human organ transplantation. On January 1, 2015, the government of China announced the complete cessation of the use of organs from prisoners under the sentence of death as the source of donors. From that point, citizens’ voluntary donation of organs after death has become the only channel of source of organ transplantation. Currently, every year, about 300000 patients in China were in need of organ transplantation due to organ failure and other situations. However, only around 10000 cases of organ transplantations could be completed each year. There still existed a huge gap between the number of donated organs and the number of patients who needed organ transplantations.
Some evidences demonstrated that, the contact with information from entertainment media might produce positive educational effects. Therefore, the focus of the research in the paper was the entertainment education—the insertion of health information into mass entertainment programs; one of the key theories in the field of entertainment education—the model of possibility of extended precision procession believed that, entertainment education could establish a persuasive model through its narration; the theory also proposed that the narrative of the story could influence people’s absorption of the story and that the building of a variety of approaches of the persuasive mechanism could influence the relevant attitudes and behaviors. The two central questions of the study were: firstly, through which course could the theory of entertainment education lead to the achievement of the goal of education; secondly, what were the benefits in the application of entertainment education theories into medical dramas? To answer these questions, the author looked into the influence of medical drama narrative on its persuasive effects on college students concerning organ donation.
The experiment included a total of 435 college students as the research objects, who were arranged to watch a designated medical drama with the main storyline describing a little girl waiting for kidney transplantation. The students’ attitudes and behaviors concerning organ donation were surveyed with questionnaire one week after their watching of the TV drama so as to demonstrate the process behind the effects of entertainment education. Specific findings of the research were as follows:
1. Influence of Individual Factors in Medical Drama Narrative on its Persuasive Effects on College Students Concerning Organ Donation.
In terms of the influence of individual factors on their attitudes, character identity and consolidation had significant influence on the attitudes. The higher the recognition of character and consolidation held by the group toward the medical drama was, the stronger their attitude of being persuaded into organ donation could be. Moreover, from the perspective of the strength of influencing relationship with their attitudes, the influence of character identity was the most powerful, followed by consolidation. There was no significant influencing relationship between emotional involvement and their attitudes.
In terms of the influence of individual factors on behaviors, character identity, emotional involvement and consolidation presented significant influencing relationship with objects’ behaviors. The higher the character identity, emotional involvement and consolidation recognized by the group that watched the medical drama were, the bigger the possibility that they could be persuaded into the behavior of organ donation. Moreover, from the perspective of the strength of the influencing relationship with their behaviors, the influence of character identity was the most powerful, followed by consolidation, and then emotional involvement.
2. Influence of Environmental Factors in Medical Drama Narrative on its Persuasive Effects on College Students Concerning Organ Donation.
As for the influence of environmental factors on objects’ attitudes, the higher the product quality, intention and the degree of convergence identity were, the stronger their attitude of being persuaded into organ donation could be. In addition, judging from the strength of influencing relationship with attitudes, the influence of convergence was the most powerful, followed by intention, and then product quality. There was no significant influencing relationship between attraction and objects’ attitudes.
For the influence of environmental factors on behaviors, there was an obvious influencing relationship between product quality, intention, convergence, attraction and the behaviors. The higher the group’s recognition of product quality, intention and convergence in the medical drama was, the bigger the possibility was that they could be persuaded into the behavior of organ donation. In addition, judging from the strength of influencing relationship with behaviors, the influence of convergence was the most powerful, followed by intention, then product quality, and then attraction.
3. Influence of Two Aspects as Individual Factors and Environmental Factors in Medical Drama Narrative on its Persuasive Effects on College Students Concerning Organ Donation.
Environmental factors and individual factors enjoyed significant influencing relationships with attitudes. The more the group got influenced by the environmental factors and the individual factors during the medical drama, the stronger their attitude of being persuaded into organ donation could be. Moreover, from the perspective of the strength of influencing relationship with attitudes, the influence of environmental factors was the most powerful, followed by individual factors.
Environmental factors and individual factors presented significant influencing relationships with behaviors. The more the group got influenced by the environmental factors and the individual factors during the medical drama, the bigger the possibility was that they could be persuaded into the behavior of organ donation. Moreover, from the perspective of the strength of influencing relationship with behaviors, the influence of environmental factors was the most powerful, followed by individual factors.

目 錄¬
第一章 緒論 1
第一節 研究背景與動機 1
第二節 研究的重要性 3
第三節 研究目的、問題與假設 6
第四節 研究方法與結構 9
第五節 名詞釋義 12
第六節 研究難點與限制 16
第七節 預期成果及可能的創新點 17
第二章 文獻綜述 18
第一節 社會認知理論 18
第二節 器官捐獻 25
第三節 娛樂教育 29
第四節 敘事說服 34
第五節 擴展精細加工可能性模型E-ELM 41
第六節 小結 47
第三章 研究方法 50
第一節 研究架構 50
第二節 研究流程 52
第三節 研究工具 54
第四節 研究設計 58
第五節 預測試 61
第四章 研究結果與討論 72
第一節 人口統計描述 73
第二節 描述性統計 86
第三節 變異數分析 98
第四節 相關分析 114
第五節 迴歸分析與假設檢定 119
第六節 小結與討論 133
第五章 結論與建議 142
第一節 結論 142
第二節 建議 145
參考文獻 147
附錄 158
附錄一 故事情節梗概 158
附錄二 問卷 160

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