健康类微博在大学生中的传播效果研究

Effect of Weibo use in health communication among college students in Beijing

目的了解大学生微博的使用情况及健康类微博在大学生中的传播效果,并探究传播效果的影响因素。方法采用自行设计的问卷对北京某综合大学参加某2个课堂的全部198名学生进行问卷调查,学生按区域划分为2组,分别填写A、B 2种问卷。结果共回收有效问卷180份。其中A问卷84份,B问卷96份。73.3%的学生开通了微博,31.7%的学生主动关注健康类博主或者主动从微博上寻求健康知识,大学生最感兴趣的健康类话题有运动/体重管理、膳食营养、心理咨询类。对"吃饭快,发胖风险增4倍"这条微博,女生比男生更倾向于认真阅读、非常相信和会一直坚持下去。男女生中均未发现信源的权威性对传播效果的影响;女生更倾向于相信针对性好的微博并采取行动(Z=-2.911,P=0.004;Z=-2.285,P=0.022);男生更倾向于相信转发、点赞、评论量多的微博(Z=-2.068,P=0.039)。结论利用微博对大学生进行健康传播有较好的可行性,应多发布运动/体重管理、膳食营养、心理咨询类这类的健康知识。性别对某些微博的传播效果有影响。信息的针对性及微博的转发、评论、点赞量对微博的传播效果有影响且在性别上有差异。

Objective To investigate the effect of Weibo usein health communication and its in fluencing factors a- mong college students. Methods 198 students of two classes in ageneral university were included into this study. The sam- ples were divided into two groups and were asked to fill in two types of questionnaires, respectively. Results The number of valid questionnaires was 180, which contained 84 type Aquestionnaires and 96 type Bquestionnaires. 73.3% students had Weibo accounts, 31.7% students hadsearched health related Weibo accounts or sought health information on Weibo. Health topics that college students were most interested in on Weibo included exercise/weight control, dietary nutrition and mental health. The effects of health communication on Weibo were significantly different between different genders. Female students were more likely to read, believe health related Weibo and change their behavior. Targeted health information on Weibo had better influence on female students＇ attitude and behavioral intention （ Z = - 2. 911, P = 0. 004 ; Z = - 2. 285, P = 0. 022）. However, Weibo which had more number of reposts, comments would have influence on male students＇ attitude （ Z = - 2. 068, P = 0. 039）. The resource of information had no influence on neither male nor female students. Conclusion It＇ s feasible to conduct health education among college students by using Weibo, especially health information related to ex- ercise and weight control, dietary nutrition and mental health. The target and the number of reposts, comments and likes of health related Weibo was found as the influencing factors of its communication effect. However, the influence shows signifi- cant difference between genders.