A study of Using Social Media for Promoting Health-Related Issues in Taiwan

• Main Authors: CHIH-CHING KANG, 康至青
• Other Authors: Feng-Yang Kuo
• Format: Others
• Language: zh-TW
• Published: 2014
• Online Access: http://ndltd.ncl.edu.tw/handle/26194754581927216735

碩士 === 國立中山大學 === 資訊管理學系研究所 === 102 === Recently, Facebook has become the most popular social media in Taiwan. Based on the study of Morales, Wu, and Fitzsimons (2012), this study investigates if the health promoting message using scary or disgusting expression posted on Facebook would be more effective and be shared by more people than the message with rational expression. Also, this study attempts to validate the relationship between sharing health promoting messages and shame withdraw proneness. The study result shows that the health promoting message using scary or disgusting expression is likely to be shared by more people, and shame withdraw proneness mediates the relationship between the intention to use sunscreen and share message.