| Summary: | 碩士 === 國立交通大學 === 傳播研究所 === 95 === Media literacy education has been practiced for years, but public relation (PR) literacy education gets very little attention. Secondly, the literature review shows the empirical evidence comparing the advertising and the publicity is very rare. As the publicity is often been used in news format, so we assume that the source credibility of the publicity is higher than the advertising. The publicity hides the persuasion of advertisers, so that audiences can't find out the intention of the message; therefore, PR literacy education turns out to be more important in the era with the publicity everywhere.
Hereby, this research adds the audiences' PR literacy ability to be a variable, and aims on how the PR literacy ability affects the communication effects. Regarding audiences' PR literacy (high and low) and message source (advertising and publicity) as independent variables, and message credibility, brand attitude and purchase intention as the dependent variables, an online experiment employing a 2×2 factorial design is utilized, and finally gets 225 valid samples back.
The findings of this research show that message credibility and purchase intention wouldn't be influenced by the correlation of PR literacy ability and message source. The correlation of PR literacy ability and message source can influence the brand attitude, but brand attitude of high PR literacy ability toward publicity is higher than advertising. Furthermore, this research considers that the third party endorsement effect of the publicity has to be verified again. The main effect of PR literacy ability affects communication effects, which means that audiences' PR literacy ability needs to be valued and studied more deeply.
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