本文研究目的主要在探討如何設計一則有效的恐懼訴求型健康宣 導訊息，以提供國内健康宣導者一個有效運用恐懼訴求的參考架構。 文中除了介紹目前恐懼訴求研究領域中重要的理論發展（驅力理論、 平行反應模式、保護動機理論與新平行過程模式）外，並針對如何設 計一則有效的恐懼訴求型健康宣導訊息，結合恐懼訴求研究、健康信 念模式與説服研究相關論點，提出一個包含以下兩大類五大項訊息要 素的訊息設計架構：（一）威脅變項——「自覺嚴重性」與「自覺罹 患率」（二）效能變項——「自覺反應效能」、「自覺自我效能」與 「自覺行動障礙」，同時以此架構深入分析國内口腔癌、子宮頸癌與 道路安全等健康宣導訊息，以對國内健康宣導活動運用恐懼訴求作初 探性的瞭解。分析結果顯示，80則恐懼訴求宣導訊息中僅有4則（5% )訊息具備完整的五項恐懼訴求要件，62則訊息（77%)未提及「威 脅罹患率」，65則訊息（81%)欠缺「自我效能」要件，58則訊息（ 73%)未指出「行動障礙」要件（或反應成本），16則訊息（20%) 無「反應效能」要件。再者，刺激受眾恐懼感的威脅類別，絕大多數 仍偏向身體健康狀態的訴求（亦即車禍、死亡或安全），僅有25則訊息（33%)選擇非身體健康訴求（包括罰款、吊銷執照、刑貴、家人 朋友的愛與關心、形象、家庭陷入困境以及女朋友生氣），其中有7 則訊息（9%)同時使用身體健康狀態與非身體健康狀態訴求。此外 ，値得注意的是，雖然本文所分析的宣導訊息中僅有少數訊息（20% )未陳述「反應效能」，具備「反應效能」部分的宣導訊息都只提出 避險建議，並未進一步強化其建議的有效性。而具備五項恐懼訴求要 件的4則訊息，各要件的操作也未臻完善。

The purpose of this study is to explore the following research question: If fear appeals are effective，how should they be designed? The goal of this study is to construct a preliminary framework in which the essential message components for effective fear appeals are included. Given the framework, then the health promotion practitioners in Taiwan can use it to pursue theirs goals more successfully. Firstly, a review of fear appeals literature was conducted on the important theoretical development in this area which included Drive Theories, Parallel Response Model, Protection Motivation Theory and Extended Parallel Process Model. Based on fear appeals literature, Health Belief Model and related persuasion literature, then, a framework including two major categories (threat variable and efficacy variable) in which contains two types of message elements (perceived severity and perceived susceptibility) and three types of message elements (perceived response efficacy, perceived self-efficacy and perceived barriers) separately was constructed. Thirdly, the above framework was used to examine 80 health promotion messages in Taiwan. At the end of this paper, the theoretical and practical implications of the results from this study were discussed.