隨著網路媒體成為民眾主要的新聞來源，負面新聞的大量曝光已經成為常態，可能進而引發接收者的資訊困惑。資訊困惑是指影響個人資訊處理與決策的心理狀態。本研究以保護動機理論為基礎，結合資訊困惑的三種類型—過載困惑、相似困惑與模糊困惑，探討接收者在負面新聞情境下，資訊困惑如何透過接收者的認知評估過程，進而影響其保護行為意圖。本研究以一個國際的區域戰爭新聞為情境，採用問卷調查法，回收243份有效樣本並進行分析。研究結果顯示，過載困惑與模糊困惑會正向影響接收者的感知脆弱性；而感知脆弱性與反應效能會正向影響其迴避行為。此外，感知脆弱性、反應效能與自我效能皆正向影響其轉換新聞來源的行為意圖。當接收者感受到威脅，且認為自身具備因應能力時，傾向採取主動性的保護行為，以減輕負面新聞所帶來的心理負擔。本研究補足了新聞傳播情境中資訊困惑與保護動機之關聯的研究空白，並為媒體實務與資訊傳遞策略提供具體的實證參考。

As online media increasingly serves as the primary news source for the public, frequent exposure to negative news has become commonplace, potentially leading to information confusion among audiences. Information confusion—a psychological state that impairs individuals’ ability to process information and make decisions—serves as the central focus of this study. Grounded in Protection Motivation Theory, this research examines how three dimensions of information confusion—overload, similarity, and ambiguity—shape audiences’ protective behavioral intentions through cognitive appraisal mechanisms. Using news coverage of a well-known international regional conflict as the context, a questionnaire survey was conducted, yielding 243 valid responses. The results indicate that overload confusion and ambiguity confusion significantly increase perceived vulnerability, which, along with response efficacy, positively predicts avoidance behavior. Furthermore, perceived vulnerability, response efficacy, and self-efficacy significantly influence the intention to switch news sources. These findings suggest that when individuals perceive a threat and believe in their ability to cope with it, they are more likely to engage in proactive protective behaviors to reduce the psychological burden of negative news. This study contributes to the literature by clarifying the relationship between information confusion and protection motivation in the context of news consumption, and provides practical implications for media practices and information delivery strategies.

論文審定書i
摘要ii
ABSTRACTiii
目錄iv
圖目錄vi
表目錄vii
第一章 緒論1
第一節 研究背景1
第二節 研究動機2
第三節 研究問題與目的2
第四節 研究方法與流程2
第二章 文獻探討與假說建立5
第一節 保護動機理論5
第二節 資訊困惑7
第三節 迴避行為10
第四節 轉換意圖11
第三章 研究方法12
第一節 研究架構與假說路徑12
第二節 研究構面13
第三節 操作型定義與研究問項13
第四節 問卷施測與分析工具15
第四章 數據分析17
第一節 樣本結構17
第二節 研究構面分析18
第三節 信度與效度檢定18
第四節 假說驗證21
第五章 結論與建議23
第一節 研究結論23
第二節 理論貢獻與實務意涵24
第三節 研究限制與未來方向25
參考文獻26

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