閱聽人公關識讀能力與訊息來源對傳播效果之影響

Abstract

媒體識讀教育（media literacy education）在國內外已行之有年，但對公關識讀教育（public relation literacy education）卻毫無重視。其次，文獻檢閱發現，廣告與公關報導比較的相關實證研究相當缺乏。由於公關報導（publicity）常以新聞形式呈現，所以被認為其訊息來源可信度（source credibility）高於廣告。而公關報導隱藏訊息背後的廣告主，常使閱聽人無法了解到訊息的勸服意圖，也因此公關識讀教育在現今公關報導充斥的現象更顯得重要。 藉此，本研究納入閱聽人的公關識讀能力變項，聚焦於公關識讀能力對於廣告與公關報導所產生的傳播效果為何。所以以閱聽人公關識讀能力（高、低）、訊息來源（廣告、公關報導）為自變項，依變項為傳播效果（訊息可信度、品牌態度、購買意願），採2×2獨立樣本進行線上實驗法，最後共回收323份有效樣本。 研究結果顯示，訊息可信度及購買意願不受閱聽人公關識讀能力與訊息來源之交互作用所影響。閱聽人公關識讀能力與訊息可信度對於品牌態度具有交互作用，但高度公關識讀能力對於公關報導之品牌態度高於廣告。再者，本研究結果認為必須重新驗證公關報導之第三者證言（third-party endorsement）效果是否存在。而閱聽人公關識讀能力主效果會影響傳播效果的產生，因此表示閱聽人的公關識讀能力需開始受到重視與深入探究。

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.