信息框架对体育锻炼劝说效应的影响研究:有中介的调节模型

The Persuasive Effectiveness of Messages Framing on Physical Exercise:The Mediated Moderation Model

目的是研究采用哪种信息框架在动员人们进行体育锻炼时更为有效。方法为103名有效完成问卷调查的海外健身气功练习者为研究的被试(年龄46±12岁,男性37人,女性66人),采用有中介的调节模型检验程序进行计算。结果显示信息框架能够显著预测采用健身气功锻炼的劝说效应,项目文化背景熟悉程度在信息框架对锻炼的劝说效应关系中,发挥有信息来源信任中介的调节作用。结论是对于锻炼项目文化背景陌生的传播受众,促进框架对其采用该项目锻炼的劝说效应更高;对于锻炼项目文化背景熟知的传播受众,防御框架对采用该项目锻炼的劝说效应更高。

Objective was to study which kind of message framing was more effective in motivating people for physical exercise.Method was that one hundred and three overseas Health Qigong practitioners were selected to complete the questionnaire (age 46 ± 12 years,37 males and 66 females).The hypothesis model was then tested using the mediated moderation solution procedure.The results showed that message framing could significantly predict the persuasive effects of Health Qigong exercises;cultural background played moderate role in source credibility mediating the relationship between message framing and persuasion of physical exercises.Conclusion is that for the people unfamiliar the culture of sports item,the effect of promotion framing on the physical exercise is stronger;when the culture of sports item is well known,the prevention framing on the physical exercise is more effective.