恐懼訴求是一個被政府與非營利組織廣泛運用以說服標的群體的策略，而如何有效設計恐懼訴求訊息，俾改變標的群體的態度、意圖與行為，則是一項長期受到重視的探討議題。因此，本文試圖從延伸平行過程模型（EPPM）的角度來探究戒菸計劃的成效。依據EPPM的觀點，恐懼訴求的成敗係由個體對於威脅事件的知覺威脅感及知覺效能感二者共同決定。基於此一考量，本研究探討標的群體如何與為何對運用恐懼訴求的戒菸計畫訊息會產生不同反應，今將主要研究發現綜述如下：
　　一、標的群體愈易於受到吸菸危害者，其所產生的知覺威脅感程度愈高。
　　二、使用非尼古丁戒菸藥物的標的群體，與使用尼古丁替代療法或意志力戒菸者相比，傾向具有更高的知覺效能感。
　　三、就威脅訊息的內容而言，年長者較關注自己的健康，而青少年則是較在意其他人對其吸菸之反應及香菸價格的高低。
　　四、個體差異對於知覺效能感的影響並不顯著。
　　本研究的結果顯示，受到威脅訊息而產生戒菸動機的標的群體，往往是因為缺乏效能感訊息而致戒菸失敗。因此，在設計戒菸宣導活動時，應將重點置於提供更多有關可用非尼古丁戒菸藥物的訊息，俾能提昇標的群體的知覺效能感。

Fear appeal is a widely used strategy for persuading target audiences in governmental and non-profit organizations. Therefore, how to effectively design fear appeal messages to change the attitudes,　 intentions, and behaviors of the target audience has long been an important issue to explore. This thesis attempts to investigate the effectiveness of smoking cessation programs from the perspective of the Extended Parallel Process Model (EPPM).
　　According to the EPPM, the perceptions of threat and efficacy of individuals toward a threatening event will jointly determine the success or failure of fear appeals. For this reason, this research examines how and why target audiences respond differently to fear appeal messages in smoking cessation programs. The major research findings are summarized below:
　　First, individuals who are highly susceptible to the harm of smoking tend to have greater levels of perceived threat.
　　Second, individuals using non-nicotine smoking cessation drugs have greater levels of perceived efficacy than people using nicotine replacement therapy or willpower to quit smoking.
　　Third, for threat messages, older people are more concerned about their health whereas the youths are more concerned about other people's reactions and the price of cigarettes.
　　Last, individual differences do not have significant effects on perceived efficacy. The findings of this research indicate that individuals motivated to quit smoking by threat messages often fail as a result of lack of efficacy messages.
　　Therefore, designing smoking cessation campaigns should put more emphasis on providing efficacy messages about available non-nicotine smoking cessation drugs to increase the perceived efficacy of the target audience.

目 次
目 次	IV
圖表目次	VI
第一章 緒論	1
第一節 研究背景	1
第二節 研究動機	3
第三節 研究目的與問題	4
第四節 研究方法	6
第二章 文獻探討	9
第一節　恐懼訴求及EPPM關鍵變項	9
第二節 延伸平行過程模型架構及運作	12
第三節 研究架構	21
第四節　恐懼訴求與戒菸議題	24
第三章 戒菸議題知覺威脅感激發	35
第一節　標的群體知覺威脅嚴重性	35
第二節 標的群體知覺威脅發生機率	42
第三節　小結	48
第四章　標的群體知覺效能感	54
第一節　標的群體回應效能感	54
第二節　標的群體自我效能感	60
第三節　小結	64
第五章 戒菸議題個體差異設計	68
第一節　個體差異威脅訊息內容	68
第二節　個體差異效能感訊息內容	71
第三節　戒菸議題個體差異設計分析	74
第六章 結論	77
第一節 主要研究發現	77
第二節 研究限制	80
第三節 未來研究建議	81
參考文獻	82
附錄：訪談大綱	88
 
圖表目次
圖2-1延伸平行過程模型	13
圖2-2 無反應	14
圖2-3 危險控制反應	15
圖2-4 恐懼控制反應	16
圖2-5 本文研究架構	23
圖2-6 EPPM在戒菸議題中的運作過程	29
圖3-1 威脅訊息比較圖	48
圖3-2 標的群體高度知覺威脅嚴重性－高度知覺威脅發生機率	50
圖3-3 標的群體高度知覺威脅嚴重性－低度知覺威脅發生機率	51
圖3-4 標的群體低度知覺威脅嚴重性－高度知覺威脅發生機率	52
圖3-5 標的群體對威脅訊息無反應	53
圖4-1 標的群體知覺效能感程度	64
圖4-2 標的群體高度知覺回應效能感－高度知覺自我效能感	65
圖4-3 標的群體中度知覺回應效能感－中度知覺自我效能感	66
圖4-4 標的群體低度知覺回應效能感－低度知覺自我效能感	67
圖5-1 標的群體恐懼控制反應	73
圖5-2 標的群體危險控制反應	76

表1-1 受訪者資料表	7
表2-1 過去EPPM應用在有關健康議題的文獻	18
表2-2 EPPM中每個要素的精確定義	22
表2-3國內主要禁止吸菸之干預措施	30
表2-4 國民健康署所提供之戒菸方法	32

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