反霸凌影片實驗：訊息刺激值及刺激尋求特質之影響

Abstract

背景：反霸凌宣導影片是常被用來預防或降低霸凌盛行率的介入方案之一。每個人的刺激尋求特質程度不同，可能會對具有不同程度之訊息刺激值的影片產生不同的反應。目前研究鮮少探討目標受眾之刺激尋求特質與不同程度之訊息刺激值的影片效果之關聯。因此本研究想探討不同程度訊息刺激值的影片，對於不同程度刺激尋求特質的目標群眾而言，在反霸凌態度及旁觀行為意向上，是否會有不同的影響。目的：了解控制性別、就學階段、過去霸凌經驗及憤怒同理特質後，刺激尋求特質及影片訊息刺激值，對反霸凌態度及旁觀者介入行為意向的影響。實驗流程：本研究採隨機化實驗控制組後測實驗設計法，18歲以上且身分為在學學生之網路使用者作為受試者。以刺激尋求特質將受試者分為高低兩組，再隨機分派給三組實驗組，二組分別以高訊息刺激值與低訊息刺激值作為介入影片，最後一組為無觀看影片組。透過Quatrics問卷，以滾雪球方式最終共招募486人。運用描述性統計、T檢定、雙因子變異數分析、及多元線性複迴歸模式進行分析。結果：刺激尋求特質程度越低者對於霸凌行為越持反對態度。刺激尋求特質程度越高者更可能在霸凌事件中伸出援手，也越有可能增強霸凌事件。有觀看影片者相較於無觀看者，在霸凌事件中更願意伸出援手。控制性別、就學階段、過去霸凌經驗及憤怒同理特質後，高度刺激尋求特質且無觀看影片者，相較於低度刺激尋求特質且觀看低訊息刺激值影片者，在霸凌事件中較易有增強霸凌行為的產生。結論：建議未來設計霸凌防制宣導媒材時，可使用一定程度的影片訊息刺激值，以豐富感官刺激，進而促進受眾在霸凌事件中伸出援手的意願。The aim of this study is to investigate the effects of Sensation Seeking (SS) and Message Sensation Value (MSV) on viewers' attitudes towards anti-bullying and their intentions to engage in defending behavior. The study employed a randomized control-group post-test design experiment. An online questionnaire survey system (Quartic) was used to (1) categorize 486 students (aged above 18) into high-SS and low-SS groups and (2) randomly assign them into three groups: high-MSV-video group, low-MSV-video group, and no-video group. Descriptive statistics, t tests, two-way ANOVA, and multiple linear regression models wereused for analysis. The results were as follows.1. Students with lower levels of SS tend to have stronger anti-bullying attitudes.2. Students with higher levels of SS are not only more likely to defend against bullying but also may contribute to reinforcing such events.3. Students who watched high-MSV and low-MSV videos are more willing to defend against bullying than students who did not watched the videos.4. After controlling for gender, education levels, bullying experiences and empathic anger, students with high levels of SS who did not watch the videos are more likely to reinforce bullying compared to those with low levels of SS who watched a low-MSV video.Based on the findings, it was recommended that bullying prevention and awareness materials should include a sufficient level of Message Sensation Value in the anti-bullying videos. This will help to enhance sensory stimulation and, as a result, increase audience's willingness to defend against bullying.