訊息來源可信度與訊息內容對風險知覺影響之研究-以議題涉入為干擾

Abstract

Nowadays, firms or government often need to send the accurate risk information to people who are related with the risk. The risk information is sent via effective risk communication, to help people establish the correct risk perception. According to past literature, it is known that the credibility of risk information source is one of the variables that affect the efficiency of risk communication. The credible information source, the contact of the risk communication will be more effective. Furthermore, the information also plays an important role in risk communication as one of the variables. If more detailed information is disclosed, the risk communication will be more efficient. In addition, previous studies indicated that the message recipients will change their behavior when face different levels of issue involvement. However, in past study of risk communication, these three variables are rarely considered at the same time. This study attempts to explore this issue by investigating the effect of source credibility and message information on risk perception, adding issue involvement as the moderated variable. After a series of experiments and analyses, there are several findings in this study. (1)Under low level of issue involvement, the impact of source credibility on risk perception is more evident than that under high level of issue involvement. (2)Under high level of issue involvement, the impact of message information on risk perception is much than that under low level of issue involvement. (3)Under high level of source credibility, the impact of message information on risk perception is more evident that under low level of issue involvement.