本研究旨在運用推敲可能性理論（Elaboration Likelihood Model, ELM），探討民眾的癌症風險知覺如何影響其參與公費癌症篩檢的行為意圖。研究透過中央路徑（涉入程度、訊息可信度、認知評價）與周邊路徑（來源可信度、群眾認同、專家代言）兩種訊息處理途徑，探討不同構面對民眾篩檢意圖的影響，並進一步分析癌症風險知覺的調節效果。
研究樣本採用便利抽樣，以網路問卷方式蒐集，共回收有效問卷570份。透過敘述性統計、因素分析、信效度分析、單因子變異數分析、多元迴歸及調節分析等統計方法進行資料分析。研究結果顯示，中央路徑之涉入程度、訊息可信度及認知評價構面，與周邊路徑之來源可信度、群眾認同及專家代言構面，皆對公費癌症篩檢之行為意圖有正向且顯著的影響，其中以認知評價與醫療專家代言的影響最為顯著。此外，癌症風險知覺僅對媒體人物代言與行為意圖間關係具有負向調節效果，即當風險知覺提高時，媒體人物的推薦影響力反而降低，而民眾更傾向依據理性資訊與醫療專業建議行動。
本研究結論支持推敲可能性理論於公共衛生行為領域的適用性，並建議未來健康促進策略應強化理性資訊溝通與醫療專業的角色，以提升民眾癌症篩檢參與意願。

This study investigates how individuals’ perceptions of cancer risk affect their intention to participate in government-funded cancer screening programs, using the Elaboration Likelihood Model (ELM) as the theoretical framework. It examines the effects of central route variables (involvement, message credibility, cognitive evaluation) and peripheral route variables (source trustworthiness, peer influence, source expertise) on behavioral intention. A questionnaire survey was conducted with 570 valid responses. Results show that both routes significantly influence behavioral intention, with cognitive evaluation and medical expert endorsements being the most influential. Cancer risk perception moderates the relationship between media endorsements and behavioral intention, suggesting that high-risk individuals prefer rational, credible health information.

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