远虑的冒险家:一项关于健康信息框架对女性HPV疫苗接种态度和意愿影响的随机实验

Future-minded Adventurers: An Experimental Study of Health-related message Framing on Women’s Attitudes and Willingness Toward adopting HPV Vaccination

健康传播中,相同信息内容的不同形式呈现能有效影响个体的健康行为。本研究以高校女生为实验被试,宫颈癌预防与HPV疫苗为主题,利用风险降低框架、目标框架和时间框架的实验信息设计,探索不同的信息框架对个体关于疫苗的态度、信息搜索意愿和接种意愿的影响。研究发现,风险降低框架与时间框架存在交互作用,"现在"时间框架下,"相对风险降低"信息比"绝对风险降低"信息更能显著地提升个体对于HPV疫苗的态度和接种意愿;此外,"损失—将来"框架的组合信息对接种意愿也有强大的劝服效果;其他条件不变时,"损失"框架对接种意愿的劝服效果优于"增益"框架,"将来"框架比"现在"框架更能促进个体对疫苗的有效性感知和信息搜索意愿。本次实验结论回应了早先有关框架效应的理论预测和经验成果,体现了多因素交互设计在本土健康传播研究中的价值,同时为宫颈癌疫苗的健康信息设计实践提供了积极的指导意义。

In health communication,different forms of the valence content can effectively affect individuals’health behaviors.In order to explore the influence factors of cervical cancer prevention and HPV vaccination,this study designed intervention materials based on risk reduction framing,goal framing and temporal framing.A randomized experiment focused on female college students and measured women’s attitudes toward HPV vaccine,willingness to search for information and intention to be vaccinated.The results indicated that there are interactions between risk reduction framing and temporal framing.’Relative Risk Reduction-Present’framed message has a stronger persuasive effect on individuals’attitudes toward HPV vaccine and their intention to be vaccinated than’Absolute Risk Reduction-Present’framing.In addition,Loss-framed messages are more effective than Gain-framed messages in improving individuals’intention.All else equal,Loss-framed messages can significantly promote individuals’intention to be vaccinated.Compared to Now-oriented message,Future-oriented message can lead the higher level of individuals’perceived effectiveness of HPV vaccine and their willingness to search for information.The conclusion of this experiment responded the previous theoretical prediction and empirical results of framing effects.It also reflected the value of experimental multi-factor interaction design and provided practical advices for cervical cancer prevention and HPV vaccine promotion.