Liao Chi-Horng
Department of Communication Studies, Tzu Chi University, Hualien 97004, Taiwan.
Bachelor Program in Digital Media and Technology, Tzu Chi University, Hualien 97004, Taiwan.
Behav Sci (Basel). 2023 Jul 26;13(8):621. doi: 10.3390/bs13080621.
Based on the cultivation theory and the theory of planned behavior, this study determined how people's perceptions of mass media news and their attitudes towards it impact their altruistic behavior by examining the factors that influence perception. The study collected data from 435 individuals with access to mass media in Taiwan, which were analyzed using SEM. The results revealed that media exposure, credibility, and social influence were critical factors that influenced individuals' perceptions of mass media news, with media exposure having a more significant influence. Surprisingly, the findings demonstrated that perception was negatively related to attitudes, inconsistent with the proposed hypothesis. Thus, perceptions and attitudes were positively associated with altruistic behavior, and attitude was found to mediate the relationship between perceptions about mass media news and altruistic behavior. The study also provides important implications for theory and practice, especially in mass media entities, in developing and adopting practices that promote trust among the audience by encouraging altruistic behaviors through news coverage of various issues.
基于培养理论和计划行为理论，本研究通过考察影响认知的因素，确定了人们对大众媒体新闻的认知及其对新闻的态度如何影响他们的利他行为。该研究从台湾435名能够接触大众媒体的个体中收集数据，并使用结构方程模型（SEM）进行分析。结果显示，媒体接触、可信度和社会影响是影响个体对大众媒体新闻认知的关键因素，其中媒体接触的影响更为显著。令人惊讶的是，研究结果表明认知与态度呈负相关，这与提出的假设不一致。因此，认知和态度与利他行为呈正相关，并且发现态度在对大众媒体新闻的认知与利他行为之间起中介作用。该研究还为理论和实践提供了重要启示，特别是对于大众媒体实体而言，在通过报道各种问题鼓励利他行为来培养受众信任方面制定和采用相关实践具有重要意义。
