The Effects of Innovation Characteristics and Message Framing on New Policy Acceptance: A Study for 12-year Compulsory Education

• Main Authors: Hong-yueh Huang, 黃鴻岳
• Other Authors: Chyi Jaw
• Format: Others
• Language: en_US
• Published: 2013
• Online Access: http://ndltd.ncl.edu.tw/handle/48209995493340410004

碩士 === 國立雲林科技大學 === 企業管理系碩士班 === 101 === Motivated by the dearth of empirical work on new policy diffusion and public opinionto a new policy which is going to carry out in 2014 andlittle is known about the relationship between policy diffusion and message framing content, this studyused 12-year compulsory education as a context.This study investigated how message framing of a new policy was related to the stakeholders'' acceptance intention to a new policy and complexity was related to both stakeholders'' inertia and emotion and their acceptance intention of a new policy. Using a sample of 816 subjects collected in the junior high schools located in Taichung City and Yunlin County, this study found positive frame had a positivelystronger effect on the stakeholders'' acceptance intention when stakeholders interpreted the messag e framing of a new policy as being driven by compatibility. Complexity was negatively related to stakeholders'' inertia and acceptance intention of a new policy only when stakeholders interpreted the complexity of a new policy as being driven by rural-urban disparity. In addition, complexity was positively related to stakeholders'' emotion and acceptance intention of a new policy.