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研究生：	郭純琪 kuo, Chun-Chi
論文名稱：	訊息架構與資訊可觸性對自我正向偏誤的校正效果 The Effects of Message Framing and Information Accessibility on Self-positivity Bias
指導教授：	賴孟寬 Lai, Meng-Kuan
學位類別：	碩士 Master
系所名稱：	管理學院 - 企業管理學系 Department of Business Administration
論文出版年：	2003
畢業學年度：	91
語文別：	英文
論文頁數：	108
中文關鍵詞：	資訊可觸性、盜版、自我正向偏誤、訊息架構
外文關鍵詞：	Self-positivity Bias, Message Framing, Information Accessibility, Piracy
相關次數：	點閱：139 下載：0
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本研究將探討訊息架構與資訊可觸性在自我正向偏誤上的效果，特別以盜版議題來做研究。結果顯示，在正面訊息的呈現下，自我正向偏誤會有較好的校正效果。而在資訊可觸性較高的狀況下，自我正向偏誤也會有較好的校正效果。最後，針對訊息架構與資訊可觸性的交互作用，結果顯示不論在高可觸性還是低可觸性的情況下，正面訊息都會有比較好的校正效果。

This study will discuss the effects of message framing and information accessibility on self-positivity bias in the issue of piracy. The effect of the interaction between message framing and information will be discussed. This study will also adopt different methods to evaluate the effects of message framing and information accessibility.
The results of this study are following:
1. Positive message framing have significant effects on reducing self-positivity bias.
2. Under high information accessibility conditions, the effect of reducing self-positivity bias is greater than low information accessibility.
3. The interaction between message framing and information accessibility is not significant. No matter under high or low information accessibility the effects of positive message framing are greater than negative message framing on reducing self-positivity bias.

CONTENTS
TABLE LISTS	5
FIGURE LISTS	6
CHAPTER 1 INTRODUCTION	7
CHAPTER 2 LITTERATURE REVIEW	12
Piracy	12
Self-positivity Bias	14
Message Framing	16
Information Accessibility	19
Message Framing, Information Accessibility,	23
and Self-Positivity Bias	23
Self-positivity Bias and Intention	25
CHAPTER 3 RESEARCH METHOD	27
Research Design	27
Variable Definition	28
Questionnaire Design	34
Pretest I	36
Pretest II	39
Formal Data Collection	45
CHAPTER 4 RESULTS AND DISCUSSION	48
Data Processing	48
Hypotheses Test	52
CHAPTER 5 CONCLUSIONS AND SUGGESTIONS	71
Conclusions	71
Research Contributions	75
Limitations and Future Research Suggestions	79
REFERENCES	82
APPENDIX A to E                             87

TABLE LISTS

Table 3-1   Factorial Design	28
Table 3-2   T-test of operation factor	42
Table 3-3   Item Mean, S.D., item-to-total and Cronabach’s αs of variables	43
Table 3-6   The Mean, S.D. and T-value of Pre-self-positivity Bias	44
Table 3-7   The Mean, S.D. and T-value of Post-self-positivity Bias	44
Table 4-1   Sample Distribution	49
Table 4-2	Means and S.D. of Manipulated Variables -- Information Accessibility    and Message Framing -- in each experimental condition	50
Table 4-3   The Results of T-test of the Manipulations of Information Accessibility   and Message Framing	50
Table 4-5   The results of item means, S.D., item-to –total and αs for anti-piracy  intention and self-positivity bias	51
Table 4-6   The Mean, S.D. and T-value of Pre-self-positivity Bias	54
Table 4-7   The Mean, S.D. and T-value of Post-self-positivity Bias	55
Table 4-8   The Comparison for Pre-self-positivity Bias and Post-self-positivity     Bias	55
Table 4-9   The message framing effect in reducing self-positivity bias (post-only)	57
Table 4-10  The message framing effect in reducing self-positivity bias	57
Table 4-11  The information accessibility effect in reducing self-positivity bias  (post-only)	59
Table 4-12  The information accessibility effect in reducing self-positivity bias	59
Table 4-13  The results of ANOVA analysis (post-only)	61
Table 4-14  Contrast Analysis of Message Framing and Information Accessibility      on reducing self-positivity bias (post-only)	63
Table 4-15  Contrast Analysis of Message Framing and Information Accessibility      on Reducing Self-positivity bias (post-only)	64
Table 4-16  The results of ANOVA analysis	65
Table 4-17  Contrast Analysis of Message Framing and Information Accessibility      on reducing self-positivity bias	66
Table 4-18	Contrast Analysis of Message Framing and Information Accessibility      on Reducing Self-positivity bias	66
Table 4-19  The usage level effect on reducing self-positivity bias	69

FIGURE LISTS

Figure 2-1  Conceptual Model	26
Figure 4-1  The effect of message framing on reducing self-positivity bias	58
Figure 4-2  The effect of information accessibility on reducing self-positivity bias	60
Figure 4-3  The effects of message framing and information accessibility on     reducing self-positivity bias (post-only)	62
Figure 4-4  The effects of message framing and information accessibility on     reducing self-positivity bias	65
Figure 5-1  The Empirically Tested Model	75


                                    

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