目標：本研究之目的乃探討影片訊息刺激值對旁觀霸凌事件行為意向的影響。 方法：本研究採隨機分派控制組後測實驗設計，透過網路平台招募18 歲以上且身分為在學學生之網路使用者參與研究，最後共486 位完成實驗。本研究使用Qualtrics 線上問卷系統，依據研究對象的刺激尋求特質分數分為高低二組，再隨機分派至三個組別：兩個實驗組（觀看高訊息刺激影片組及觀看低訊息刺激影片組）與對照組（無觀看影片組）。之後，測量旁觀霸凌事件之行為意向，並運用多元線性複迴歸模型進行分析。 結果：在控制性別、刺激尋求特質、過去霸凌經驗及反霸凌態度後，觀看低訊息刺激影片的受試者相較於沒有觀看影片者表現出較高的霸凌事件中伸出援手意向，觀看高訊息刺激影片的受試者較沒有觀看影片者之伸出援手意向沒有顯著差異。此外，觀看高或低訊息刺激影片不會提升增強霸凌和置身事外兩項旁觀反應。 結論：反霸凌影片中使用低度之影片訊息刺激值對提升閱聽人伸出援手的意願較為有效。建議未來設計霸凌防制宣導影片時可採用低影片訊息刺激值的影片，以確保核心訊息能夠有效傳達並被受眾接受。

Objectives: This study investigates the effects of message sentiment value (MSV) on bystanders’ intentions to intervene in bullying incidents. Methods: This study employed a randomized control-group post-test design. Participants were internet users aged 18 and above who were current students recruited through an online platform. A total of 486 participants completed the experiment. Using the Qualtrics online survey system, participants were categorized into high and low sensation-seeking groups based on their sensationseeking trait scores and then randomly assigned to one of three groups: two experimental groups (high-MSV video group and low-MSV video group) and a control group (no-video group). Afterward, their behavioral intentions to intervene in bullying incidents as bystanders were measured and multiple linear regression analyses were conducted. Results: After controlling for gender, sensation-seeking traits, past bullying experiences, and anti-bullying attitudes, participants who watched low-MSV videos demonstrated a higher intention to intervene in bullying incidents compared to those who did not watch any videos. However, participants who watched high-MSV videos did not show a significantly higher intention to intervene than the no-video group. Conclusions: Using low message sensation value in anti-bullying videos is more effective in enhancing viewers' willingness to intervene. It is recommended that future designs of anti-bullying awareness videos consider using low MSV videos to ensure that the core message is effectively conveyed and received by the audience.

訊息刺激值;旁觀行為意向;霸凌事件

bystander behavior intentions; bullying incidents; message sensation value