An Experimental Study on the Effect of Aggregated Information Types to Audience – Taking “The Story of Microfibers” as an Example.

• Main Authors: TSENG, CHUN-YU, 曾鈞鈺
• Other Authors: LEE, JIA-LING
• Format: Others
• Language: zh-TW
• Published: 2018
• Online Access: http://ndltd.ncl.edu.tw/handle/2u9qm6

碩士 === 世新大學 === 廣播電視電影學研究所(含碩專班) === 106 === Information overloading is a quite general phenomenon for the people in the digital age, especially related to a major social or news event. “Aggregated Information” becomes one of common approach to receive information. In recent years, environmental awareness has been gotten more and more attention. The concept of environmental protection has been promoted by many international environmental organizations. But many people are still confused about the environmental protection ideas especially related to new technology. For example, in this study, micro-plastic is a new cloth material but will harm the environment. Therefore, the theme of this study is " The Story of Microfibers". The purpose of this study is designed to examine the effect of aggregated information with different formats-infographic and video. Dual mediation hypothesis proposed by MacKenzie, Lutz, and Belch (1986) is adopted as the mainframe of the study to examine audience’ awareness, attitudes and willingness to share the aggregated information of micro-plastic issue in Taiwan. Online questionnaires with snowball sampling were used to collect data from May 3 to May 21, 2018. The online questionnaires have two versions, one contains the video and the other contains the infographic formats. These two versions will be randomly provided to the users. A total of 450 valid questionnaires were collected and SPSS was used as a statistical software to analyze the data. Descriptive statistics, factor analysis, independent sample t test, ANOVA, and regression analysis were used to test the collected data. The results showed that some participants did not turn on the sound to watch aggregated Information. And those participants who turned on the sound to watch the video version were significantly better than the participants who did not on the audience awareness and attitudes to the topics. The participants who watched infographic version had a higher cognitive mean scores than those who watch the video version without turning on the sound. In addition, there are some gender differences in those constructs. When examining the Dual mediation hypothesis model with this study, most constructs significantly fit the model except that the attitudes toward the topic construct did not affect the cognition of aggregated information construct, and the attitudes toward the topic construct showed the opposite effect to the cognition of aggregated Information attitudes. According to this study, if the aggregated Information maker can clearly define its target audiences and create the format to meet their viewing behaviors, those audiences can understand the aggregated Information content more effectively and have better attitudes to the topic.