理性思考與信息處理: 一個“非典”行為的預測模型

本研究以在澳門發生的流行傳染病 —— 非典型性肺炎(俗稱“非典”)危機事件，來檢驗行爲預測模型。我們通過分析媒介使用習慣、信息處理模式、評估性反應以及行爲等四個方面之間的關係,來回答研究問題和界定各種影響條件。我們在 2003年5月7日至10日適逢發生“非典”事件的高峰期，於澳門進行隨機電話訪間調查，共訪問了 526 位 15 歲或以上的澳門居民。從研究假設的檢驗結果來看，我們的數據在四個方面均具有啓示意義：首先，對“非典”所產生的恐懼感暗示比一般認焉基於理性思考的態度含有更强烈的情感元素；第二，人們在認知層面上具有社會與個人的明顯分野；第三，開於信息處理的兩種策略 — 中心化處理及邊緣化處理，其預测恐懼感及行爲的方向恰恰相反；最后，態度扮演了信息處理與行爲之間的中介機制的假設得到的支持，此結果與 O-S-O-R 模型的概念化一致。

This research is contextualized in a special crisis situation, the SARS epidemic in Macao, to test a model of behavior prediction. We tackle questions and specify conditions in four areas through the analysis of the interrelationships among patterns of media use, modes of information processing, evaluative responses, and behaviors. A total probability sample of 526 Macao residents aged 15 or above was interviewed during the peak SARS outbreak period from May 7 to 10, 2003 in Macao. Corresponding to our research hypothesis, the data shed light on four aspects: first, fear of SARS might imply a stronger affective element than what would be expected from an attitude based on rational reasoning; second, a clear society - personal distinction at the cognitive level is identified; third, cognitive activities of two kinds of information processors, central processing mode and peripheral processing mode, have been shown to predict fear and behavior in opposite directions; and last, the role of attitude serving as a mediating mechanism between information processing and behavior is supported, in line with the O - S - O - R conception.