通过韩国一档娱乐教育电视节目推广器官捐献：《睁开眼睛》。
Promoting organ donation through an entertainment-education TV program in Korea: Open Your Eyes.
机构信息
Hanyang University, Korea.
出版信息
Asia Pac J Public Health. 2010 Jan;22(1):89-97. doi: 10.1177/1010539509352117.
The purpose of this study is to investigate the effects of the characteristics of the program, Open Your Eyes, an entertainment-education TV program in Korea, on parasocial interaction and behavioral intention for organ donation. The results indicated that affective evaluation positively affected parasocial interaction with the program but cognitive evaluation negatively affected involvement with beneficiaries in the program. Also, it was found that cognitive evaluation of Open Your Eyes had a significant positive effect on behavioral intention. In addition, a significant positive effect of program engagement on the behavioral intention was found. Thus, the results indicate that individuals who feel program engagement of Open Your Eyes will be more likely to proceed with organ donation. However, no direct effect of involvement with the beneficiary and program hosts was found.
本研究旨在探讨韩国娱乐教育电视节目《大开眼界》（Open Your Eyes）的节目特点对拟社会互动和器官捐赠行为意向的影响。结果表明，情感评价对与节目的拟社会互动有正向影响，而认知评价对与节目的受助者的涉入有负向影响。此外，还发现《大开眼界》的认知评价对行为意向有显著正向影响。此外，节目参与对行为意向也有显著的正向影响。因此，研究结果表明，感到节目参与度高的个体更有可能进行器官捐赠。然而，并没有发现与受助者和节目主持人涉入的直接影响。
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