平面菸品廣告識讀教學課程對國小學童拒菸信念相關問題之研究

Abstract

本研究目的在於探討「平面菸品廣告識讀教學課程」介入後，對國小學童在對平面菸品廣告設計的認知、菸品與菸品廣告的認知、吸菸期望、拒絕吸菸與分析菸品廣告的自我效能、拒絕吸菸的行為意向，產生的立即影響和持續效果，以及學生對此課程的評價。本研究採「不相等實驗組對照組研究設計」，以台北市大安區之建安國小與相近學區之文山區萬福國小的六年級學童為研究對象，其中建安國小六年級抽取四班，實驗組兩班及校內對照組兩班，在萬福國小抽取兩班為校外對照組。在教學介入前，三組學生均接受前測問卷作為評量實驗效果的基準。實驗組接受六單元共三週（240分鐘）的教學介入，兩組對照組則無教學介入。本研究以「平面菸品廣告識讀教學課程問卷」為主要評量工具，對三組進行前測、後測及後後測。分別以單因子共變數分析，雙因子重複量數變異數分析，來了解教學介入後的立即及短期效果。 本研究的主要發現有： 一、在教學介入後，學生在「平面菸品廣告設計的認知」、「菸品與菸品廣告的認知」和「吸菸期望」的立即影響達到統計上顯著差異。二、教學介入一個月後，學生在「平面菸品廣告設計的認知」、「菸品與菸品廣告的認知」和「吸菸期望」仍有持續效果。 三、教學介入後，學生在「拒絕吸菸與分析菸品廣告的自我效能」和「拒絕吸菸的行為意向」，在短期影響和持續效果皆未達到統計上顯著差異。 另外，實驗組接受學習過程意見調查，學生的評價多認為對自己有幫助，並喜愛如此的上課方式。

The purpose of this study were to explore the effect of the print tobacco advertising literacy teaching on the cognition of designing print tobacco advertising ,tobacco and tobacco advertising cognition, smoking expectancies, the self-efficacy of refusing smoking, behavior intention of refusing smoking and to examine the effects of print tobacco advertising literacy teaching on elementary school children. This study was constructed on the non-equivalent pretest-posttest control group design, which sampled 4 classes of the six-grade students in elementary from the Jian-An elementary school were selected as the sample and randomly assigned into the experimental (n=53) and control(n=55) groups with two classes in each group. Meanwhile, two classes of the six-grade students from the Wan-Fu elementary school in the same educational district were selected as the out-of-school control group（n=47） to detect the possible contamination effects caused by the interaction between the students of the experimental and the in-school control groups. Later on only the students from the experimental group received the intervention curriculum of 6 units for 3 weeks（240minutes）and the two control groups received nothing . Three groups took the pretest, posttest and post–posttest with the print tobacco advertising literacy teaching questionnaire. One–way analysis of covariance and two–way analysis of repeated covariance were used to test these hypothesis . The findings in this study were as follows： 1. The cognition of designing print tobacco advertising, tobacco and tobacco advertising cognition, smoking expectancies significantly. 2. One month after accomplishing the curriculum, the subjects in the experimental group still hadbetter in the cognition of designing print tobacco advertising, tobacco and tobacco advertising cognition, smoking expectancies than the control groups. 3. The scores of the self-efficacy of refusing smoking, behavior intention of refusing smoking of the experimental group there was no significant difference between these two groups both after the intervention and one month later. According to the analysis of investigation leaning processes in the experimental group, these subjects’ reactions and opinions from the curriculum were enjoyed the activities of the intervention course.