隨著Covid-19病毒自2019年12月30日中國湖北省武漢市華南海鮮批發市場爆發，全世界在短時間內迅速地產生了翻天覆地的變化，且Covid-19透過口沫傳染迅速的傳播至世界各國，並導致了許多國家經濟大亂、恐慌，生活步調瞬間起了變化。確診案例節節攀升，死亡人數也逐漸升溫，世界各國雖不斷努力宣導病毒之傳染性、產生之症狀反應以及該如何預防等公衛訊息，但宣傳效果卻阻止不了人心的惶恐與懼怕。而台灣也躲不過Covid-19冠狀病毒的襲擊，於2020年1月21日出現首例確診，引起了全台灣人民的恐慌。

而在學術研究領域中關於病毒擬人化研究僅針對外觀擬人化做探討，因此本研究欲以病毒外觀擬人化與人類外觀擬人化探討不同類型的擬人化會如何對恐懼感以及行為意圖產生影響，亦此同時，本研究也將調節焦點納入，以進行深入探討是否會影響病毒擬人化之恐懼感程度。

本研究採用實驗法進行，實驗一設計採用病毒擬人化 (病毒外觀擬人化vs人類外觀擬人化) x2 (調節焦點：促進型焦點vs預防型焦點) 之二因子實驗設計，有效樣本數為171份；實驗二採用病毒擬人化 (病毒外觀擬人化vs人類外觀擬人化) 之單因子實驗設計，有效樣本為191份，上述兩種實驗不同之處為調節焦點之測量方式不同，實驗一之干擾變數調節焦點為情境式設計，而實驗二則透過量表方式來檢測受測者之長期調節焦點類型。

本研究透過這兩個實驗以了解病毒擬人化對於恐懼感以及行為意圖之間的影響以及調節焦點對病毒擬人化之影響。研究結果發現人類外觀擬人化較容易引起高度恐懼感且對於行為意圖會有較顯著之影響。其次，自我調節焦點為促進型焦點之框架下，人類外擬人化亦會引起較高程度之恐懼感，與本研究預期病毒外觀擬人化會引起較高程度之恐懼感相反。以上結果期許可以用於未來公衛宣導以及學術研究上能有進一步之探討上有所幫助。

The Covid-19 outbreak started at the Huanan Seafood Wholesale Market in Wuhan City, China, on December 30, 2019. The world has undergone earth-shaking changes ever since. Due to the pandemic and the global lockdowns implemented by governments, many companies are on the brink of bankruptcy. However, the health propaganda and guidelines cannot cease the fear of the virus, the number of confirmed cases is still rising, and the number of deaths is increasing. Taiwan is no exception. The first confirmed case was discovered on January 21, 2020.

The previous research on Virus Anthropomorphism shows there needs to be more focus on the types of anthropomorphic appearance of viruses. Therefore, this study aims to explore different anthropomorphic appearances of viruses to discuss whether they affect the sense of fear and behavioral intentions. It also examines if the regulatory focus will affect the feeling of fear.

In this study, two experiments were conducted under the regulatory focus theory. Experiment 1, with 171 valid samples, used a two-factor experimental design to compare the appearance with human traits and the appearance with virus traits pair-wisely with promotional focus and preventive focus. Experiment 2, with 191 valid samples, used a single-factor experimental design with the scale evaluation to verify its impacts.

The two experiments show that the impact of anthropomorphism with human traits on the public in terms of a sense of fear and behavior intention is more significant than what was expected. Though the result of this study is opposite to the original expectation, it might also contribute to the advocacy for public health in the future.

目錄
論文審定書i
誌謝ii
中文摘要iii
英文摘要iv
目錄v
圖次vii
表次viii
第壹章 緒論1
第一節 研究背景1
第二節 研究動機5
第三節 研究問題6
第貳章 文獻回顧8
第一節 擬人化(Anthropomorphism)8
一、擬人化定義8
二、擬人化的手法9
三、病毒擬人化9
四、過去擬人化之研究10
第二節 恐懼感(Sense of Fear)11
第三節 調節焦點理論(Regulatory Focus Theory)12
一、調節焦點理論12
二、解釋水平理論12
三、調節焦點與解釋水平適配性13
第四節 行為意圖(Behavior Intention)14
第參章 研究假說16
第肆章 研究方法20
第一節 實驗一21
第二節 實驗二25
第伍章 研究結果29
第陸章 結論與建議45
第一節 主要研究發現與討論45
第二節 理論貢獻47
第三節 實務貢獻48
第四節 研究限制與未來方向49
參考文獻51
附錄一 正式問卷55

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