Mémoire numérisé par la Division de la gestion de documents et des archives de l'Université de Montréal

在行動裝置當道的社會中，行動廣告已成為業者進行產品推廣的新管道。根據過去文獻指出資訊性、娛樂性、干擾性、可信性皆會影響行動廣告效果，但對於加入適時適地性特質的行動廣告較少多加著墨。因此，本研究以Brackett and Carr (2001)提出的廣告態度模型為基礎，旨在探討行動廣告之定位性與即時性此兩特性對行動廣告效果的影響。本研究採量化分析，透過網路發放問卷，有效樣本共480份，研究中以SPSS與Smart PLS軟體進行結構方程模式分析。 研究結果發現，廣告前因之資訊性與娛樂性同屬一構面，本研究將此構面命名為「資訊娛樂性」。當資訊娛樂性越高時，則可信性越高，廣告效果越佳。但當資訊娛樂性越高時，消費者會覺得廣告帶給他越干擾的感覺。其次，在行動特性的影響之下，定位性與即時性對資訊娛樂性和干擾性有交互作用，表示具定位性與即時性的行動廣告確實會對消費者產生影響力。第三，廣告認知反應中只有可信性對行動廣告效果產生影響，干擾性不會影響行動廣告效果，當可信性越高，則行動廣告效果越正面。最後，資訊娛樂性確實會直接影廣告效果，且資訊娛樂性越高，則消費者對行動廣告的態度、廣告中產品的品牌態度及產品的購買意願都會越高。本研究之結果期望能提供學術界與實務界在行動廣告相關研究，及行動廣告設計與規劃運用之參考。

The purpose of this study was to investigate the effectiveness of Anatolian Teacher High Schools (ATHSs) in terms of serving their intended purpose. The research design of the study comprised a nation-wide survey and document analysis. The sample for the survey consisted of 1026 students, 612 teachers, 877 parents and 259 graduates selected through stratified random sampling over 33 ATHSs across 32 provinces in Turkey, and 302 prospective teachers, selected through cluster sampling, in Gazi University Faculty of Education. Two distinct instruments were used for data collection / survey questionnaires containing multiple choice and open-ended questions / and attitude scales containing five-point Likert type questions. To analyze quantitative data, descriptive statistics, t-test and two-way ANOVA were conducted. The open-ended questions were analyzed via content analysis. Results indicated that students, graduates, teachers, parents and administrators described ATHSs as the ideal schools for students who want to enter university and/or become teachers. Students and their parents prefer ATHSs in order to guarantee a university program for a career with the guarantee of finding a job. During the four years in ATHSs students are offered quality education and their attitudes toward the teaching profession have developed positively. More than half of the graduates entered a university program, a great majority of which entered teacher-training programs. ATHS graduates studying in teacher training programs are different from their classmates graduated from other high schools with respect to preferring teaching as a profession, the priority they gave to the teacher training programs in the university entrance exam, university entrance exam scores, academic achievement in teacher training programs and commitment to teaching as a lifelong career however they are not different with respect to attitudes toward the teaching profession. The majority of the graduates who were not able to enter a university program are unemployed. Since ATHS graduates are not considered as semi-professionals, there is no specific employment area available for them. Results also indicated that ATHSs serve their intended purpose, however not to extend they are expected to. Therefore, some reform movements are needed to increase the effectiveness of these schools.

The main purpose of this study was to compare the effectiveness of conceptual change oriented instruction accompanied with cooperative group work and traditionally designed instruction for removing misconceptions related to acid-base concepts. In this study 33 tenth grade students from two classes from METU Development Foundation Private School in the spring semester of 2003-2004 participated. There were two groups in the study. Students in experimental group received conceptual change oriented instruction with cooperative group work, and students in control group received traditionally designed instruction over a period of six weeks. Acid-Base Concept Test was administered to both groups as pre- and post-test. Students were also received Science Process Skill Test to determine their science process skills as pre-test and Attitude Scale Toward Chemistry to measure their attitudes toward chemistry as pre- and post-test. The hypotheses were tested by t-test, ANCOVA, and ANOVA. The results showed that the students in experimental group had significantly higher scores with respect to achievement related to acid-base concepts than the students in control group. On the other hand, there was no significant difference between attitude mean scores of students in experimental and control groups. Also, science process skill was a strong predictor for the achievement related to acid-base concepts. Alternatively, there was no significant difference between girls and boys in terms of understanding of acid-base concepts and attitudes toward chemistry. Alternatively, there was no significant interaction between gender and treatment on understanding of acid-base concepts and attitudes toward chemistry.

This study intended to explore preservice elementary teachers&rsquo / science knowledge level, attitude toward science teaching and their efficacy beliefs regarding science teaching. In addition, the contribution of science knowledge level and attitudes toward science teaching on Turkish preservice elementary teachers&rsquo / efficacy beliefs was investigated. The present study was conducted at the end of the spring semester of 2003- 2004 academic year with a total number of 750 (n=531 females / n=216 males / and n=3 gender not provided) fourth-year preservice elementary teachers who enrolled at elementary teacher education programs of nine different universities in Turkey. Data were collected utilizing three questionnaires: the Science Teaching Efficacy Belief Instrument (STEBI-B) developed by Riggs and Enochs (1990), Science Achievement Test, and Science Teaching Attitude Scale developed by Thompson and Shrigley (1986). Data of the present study were analyzed utilizing descriptive and inferential statistics. Analysis of the self-efficacy survey indicated that preservice elementary teachers had moderate sense of self-efficacy beliefs regarding science teaching on both Personal Science Teaching Efficacy and Outcome Expectancy dimensions of the STEBI-B. Also, preservice elementary teachers indicated low level of science knowledge and generally positive attitude toward science teaching. Furthermore, science knowledge level and attitude towards science teaching made a statistically significant contribution to the variation in preservice elementary teachers&rsquo / personal science teaching efficacy beliefs and outcome expectancy.

The main purpose of the study was to compare the effectiveness of the conceptual change oriented instruction through demonstration and traditionally designed chemistry instruction on 10th grade students&rsquo / understanding of chemical reactions and energy concepts and attitudes towards chemistry as a school subject. In this study, 61 tenth grade students from two classes of chemistry course instructed by same teacher from Atat&uuml / rk Anatolian High School took part. The study was conducted during 2003-2004 fall semester. This study included two groups which were selected randomly throughout 9 classes. One of the group was defined as control group in which students were taught by traditionally designed chemistry instruction, while the other group defined as experimental group in which students were instructed by conceptual change oriented instruction through demonstrations (CCID). Chemical Reactions and Energy Concepts Test and Attitude Scale toward Chemistry were administered to both groups as a pre-test and post-test to assess the students understanding of chemical reactions and energy concepts and students&rsquo / attitudes toward chemistry, respectively. Science Process Skills Test was given at the beginning of the study to determine students&rsquo / science process skills. The hypotheses were tested by using analysis of covariance (ANCOVA) and two-way analysis of variance (ANOVA). The results showed that CCID caused significantly better acquisition of the scientific conceptions related to chemical reactions and energy concepts than TDCI. The results showed that there was a significant difference between post-test mean scores of students taught with CCID and those taught with TDCI with respect to their attitude toward chemistry as a school subject. A Science process skill was determined as a strong predictor in understanding the concepts related chemical reactions and energy.

ABSTRACT EFFECTIVENESS OF CONCEPTUAL CHANGE INSTRUCTION ACCOMPANIED WITH DEMONSTRATIONS AND COMPUTER ASSISTED CONCEPT MAPPING ON STUDENTS&rsquo / UNDERSTANDING OF MATTER CONCEPTS Yavuz, Ayse PhD., Department of Secondary Science and Mathematics Education Supervisor: Prof. Dr. &Ouml / mer Geban January 2005, 133 pages The main purpose of this study was to investigate the effectiveness of conceptual change instruction accompanied with demonstration and computer assisted concept mapping on seventh grade students understanding matter concepts. In addition, the effect of instruction on students&rsquo / attitudes toward science as a school subject and the effect of gender difference on understanding matter concepts were investigated. Seventy five, seventh grade students from four classes of a General Science Course taught by the same teacher at &Ouml / zel ENKA Middle School during fall semester of 2003&ndash / 2004 was enrolled in this study. The classes were randomly assigned as conrol group and experimental group. Students in the control group received traditional science instruction including traditional lecture method with discussions and traditionally designed labsheets. Students who were in the experimental group received conceptual change instruction accompanied with demonstration and computer assisted concept mapping. Both groups were administered Matter Concept Test as pre- and post-tests and Attitude Scale toward Science as a School Subject. In addition to these, Science Process Skill Test was used at the beginning of the study to determine students&rsquo / science process skills. T-test, univariate analysis of variance (ANOVA) and analysis of covariance (ANCOVA) were used for testing the hypotheses of the study. The results indicated that conceptual change instruction accompanied with demonstration and computer assisted concept mapping caused a better acquisition of scientific conceptions related to matter concepts and produced more positive attitudes toward science as a school subject than traditionally designed sicence instruction. In addition, science process skill was a strong predictor in understanding matter concepts. On the other hand, no significant effect of gender difference on students&rsquo / understanding of matter concepts and their attitudes toward science as a school subject was found.

This study aimed to explore the effects of instructional methods in the asynchronous web-based &ldquo / Science and Math Teaching Methods Course&rdquo / on pre-service teachers&rsquo / achievement, metacognition, and attitudes towards computer, WWW, and the web-based course. It was conducted with two groups, total of 63 third grade pre-service teachers, and one instructor (the researcher), in the Elementary Education Department at Bosphorus University in the academic year of 2003-2004. The Instructor used `Direct Instruction` method based on behaviorist approach for one group, and `Indirect Instruction` method based on constructivist approach for the other one. The general metacognition questionnaire and, attitude scales for the computer and WWW were given as pretests, and after a fourteen-week treatment period they were given as posttests to both groups. Additionally, in the middle of the semester a midterm exam, and at the end of the semester a final exam, and attitudes towards web-based course scale were administered. Thus, the effectiveness of the two different instructional methods was compared. The data obtained were analyzed by statistical techniques of multivariate analyses of covariance. Results of the statistical analyses indicated that the group exposed to the web-based indirect instruction had significantly higher achievement on the final exam than the one exposed to the web based direct instruction. On the other hand, the group exposed to the web based direct instruction had significantly higher attitudes towards web-based course than the one exposed to the web-based indirect instruction. However, the statistical analyses failed to show any significant differences between the groups on the midterm exam, metacognition, and, attitudes towards computer and WWW.

This study was conducted to investigate the effect of analogy-enhanced instruction on students&rsquo / achievement in function and attitudes toward mathematics. The study was conducted with 63 ninth grade students in one of the public high schools in Konya, Turkey during Spring 2005 semester. The experimental group received instruction with analogy-enhanced model. The control group received instruction with traditional method. The matching-only pre-test- post-test control group design was used in the study. The following measuring instruments were used to collect data: The Function Achievement Test, Mathematics Attitude Scale and open ended questions. The data of the present study were analyzed by using Multivariate Analysis of Variance (MANOVA) and paired t-test. Results of the study indicated that: (1) There was a significant mean difference between students received instruction with analogy-enhanced models and those received instruction with traditional method in terms of the function achievement, (2) there was no significant mean difference between students received instruction with analogy-enhanced models and those received instruction with traditional method in terms of attitudes toward mathematics, (3) there was a significant mean difference between gained scores of students received instruction with analogy-enhanced method and those received instruction with traditional method in terms of attitudes toward mathematics.

The aim of this present study was to investigate the effects of ambivalent sexism, locus of control, empathy and belief in a just world on attitudes toward rape victims. In order to do so, 425 graduate and undergraduate students at Middle East Technical University participated in the current study. The results of the study indicated that hostile sexism (&amp / #946 / = .47), empathy (&amp / #946 / = -.28), education (&amp / #946 / = -.22), internal locus of control (&amp / #946 / = .10), belief in a just world (&amp / #946 / = .10), benevolent sexism (&amp / #946 / = .10) and income (&amp / #946 / = -.09) had a significant contribution on the participants&rsquo / unfavorable attitudes toward rape victims after eliminating the effects of age and education. Additional analysis further revealed that male participants demonstrated significantly more endorsement on unfavorable attitudes toward rape victims than female participants. The main effect of pornography viewing on attitudes toward rape victims was not found significant. However, the results further indicated that there was a significant interaction effect among gender, pornography viewing and empathy. That is, in the high victim empathy condition male participants who had been exposed to pornography scored significantly higher on unfavorable attitudes toward rape victims than those who had never been exposed to it. On the other hand, in the high empathy condition, female participants who viewed pornography showed less endorsement on unfavorable attitudes toward rape victims than those who never viewed pornography. Finally, the results of the study indicated that the interaction effects of pornography viewing and hostile sexism were significant. Indeed, in the high hostile sexism condition, both male and female participants who were exposed to pornography showed significantly greater endorsement on unfavorable attitudes toward rape victims when compared to those who did not watch pornography. The major contributions of this thesis are (1) investigating some of the effects of important demographic variables such as age, education and income, (2) comparing the unique contributions of locus of control, empathy, belief in a just world, hostile and benevolent sexism with a hierarchical regression analysis, and (3) showing the interaction effects of some variables like gender, pornography viewing, levels of empathy and hostile sexism on participants&rsquo / attitudes toward rape victims.