| Summary: | 碩士 === 世新大學 === 廣播電視電影學研究所(含碩專班) === 99 === Though being promoted for more than 20 years in Taiwan, organ donation has been not embraced by a majority of people. It is an innovative behavior with rare study concerning this issue. This paper discussed the acceptance of organ donation and relevant factors by targeting internet audience as target, communicating behavior relevance and its influence. Then an interview is given to experts in relevant fields, relatives of the donor as well as the donee.
As found in research results, there is a significant relevance among the willingness of organ donation and knowledge, frequency of using media and time, frequency of touching organ donation message, family relationship, altruistic behavior of donation, the attributes of activeness and activity for innovation, the attitude of benefiting the promotion of organ donation, the positive attitude of accepting organ donation, the attitude of confirming the efficiency of organ donation, the degree by influence of persuasion. The degree by influence of persuasion is the most important factor in the prediction of the willingness of organ donation.
It is found most of audience “have thought of but not decided yet” toward organ donation（49.4%）. If the respondent is willing to donate organ, more than 50% respondents will be desired to donate their whole body（51.3%）. It is also found in survey results that if the respondent is willing to donate organ and select the donated subject at its will, more than 60% ones still want to donate their organs to everyone who need this（61.7%）; before sighing the organ donation card, more than 60% ones present they will consider the opinions of their family（66.8%）.
Qualitative research finds the communication is of great importance. Except extending others’ lifetime, organ donation also increase the quality of the donee and saves the expenditure of health and insurance, more importantly, the meaning of respecting life is understood. At present, the organ donation is still irreplaceable due to its importance. In recent years, though the public increases their acceptance of organ donation, they still show doubts about the efficiency of organ donation in personal conflicting emotion that is often encountered by organ donation.
Differing from the general innovation matter, organ donation is related to death. The public may make cautious decisions about it when this innovation matter can’t be treated as trial run. Meanwhile, the issue of organ donation increases the death significance. When feeling threatened by death, people are nervous (cognitive dissonance) and more persistent to protect their culture and value concepts already conceived by themselves. It validated the persuasion effect of interpersonal communication, from which the influence of the cognition attitudes of innovation on the acceptance of innovation is also deducted. The conflicting attitude and behavior of people could be interpreted from Terror Management Theory and Cognitive Dissonance Theory.
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