“现在”还是“未来”?基于时间框架、未来结果的考虑与自我效能的体育锻炼健康传播效果研究

“Now”or“Future”?Health Communication Effects of Temporal Framing,Consideration of Future Consequences and Self-efficacy on Intention to Physical Exercise

体育锻炼可以有效地促进身心健康,但在我国只有少数人群能够长期坚持体育锻炼。通过科学有效的健康宣导来鼓励更多的人参与体育锻炼是非常有必要的。以中国公民为研究对象,探究时间框架和未来结果的考虑对中国公民锻炼意愿的交互作用,同时也分析自我效能、时间框架和未来结果的考虑三者对中国公民锻炼意愿的交互影响。通过线上实验的方法,以不同时间框架信息为刺激物,收集了328个样本数据。研究结果显示,未来结果的考虑和自我效能都会对体育锻炼意愿产生主效应。未来结果的考虑和时间框架对体育锻炼意愿有显著的交互作用,相比于面向现在的时间框架,未来结果的考虑程度高的人接收面向未来的时间框架时更能提高体育锻炼的意愿;而未来结果的考虑程度低的人接触面向现在的时间框架信息后的体育锻炼意愿较强。此外,自我效能、时间框架和未来结果的考虑也会对中国公民锻炼意愿产生交互作用。针对自我效能高的人,如果未来结果的考虑程度较低,则接触面向现在的时间框架时,体育锻炼的意愿最强;如果未来结果的考虑程度较高,则不同的时间框架信息不会影响体育锻炼意愿。针对自我效能低的人,未来结果的考虑程度与不同的时间框架信息是否匹配则显著影响个人的体育锻炼意愿,即未来结果的考虑程度低的人接收面向现在的时间框架信息时会有较强的锻炼意愿,未来结果的考虑程度高的人面向未来的时间框架会有较强的锻炼意愿。最后,根据数据分析结果为体育锻炼健康宣导运动提出信息宣传策略,同时分析和总结本研究的不足,对未来的相关研究进行展望。

Even though physical exercise can promote people’s mental and physical health,there are still many people in China who cannot insist on engaging in physical exercise.Therefore,it is crucial to encourage more people to participate in physical exercise through scientific and effective health guidance.This study examined the interaction effects between temporal framing,consideration of future consequences(CFC)and self-efficacy on the intention to physical exercise among the Chinese citizens.A total of 328 participants completed an online experiment survey.The results revealed that CFC and self-efficacy had major effects on the intention to exercise.There was a significant interaction effect between temporal framing and CFC on intention to exercise.Compared with short-term framing,people who scored high in CFC were more likely to do exercise when they had received long-term framing.On the contrary,those who scored low in consideration of future consequences were more willing to exercise when they had read messages including short-term framing.In addition,a three-way interaction effects among temporal framing,CFC,and self-efficacy was significant.For people with low self-efficacy,messages including long-term framing were more persuasive to those high in CFC and people who scored low in CFC responded more positively to message including short-term framing.However,for people with high self-efficacy,short-term framing was more effective for those low in CFC,whereas among those high in CFC,temporal framing effect was not significant.The findings and implications were helpful to provide communication strategies for the health guidance.