时间效应下的健康信息说服机制研究--基于精细加工可能性模型的实证

Health Information Persuasive Mechanism Considering Time Effect:An Empirical Research Based on Elaboration Likelihood Model

通过健康信息传播和教育说服公众形成健康行为意愿是一个现实课题。本文以精细加工可能性模型(elabo‐ration likelihood model,ELM)为理论基础,将说服路径分为中心路径和外围路径,同时引入短期的时间纵向数据追踪。本文实施了10天左右持续使用健康信息的日记报告实验,基于30名大学生提交的377条健康信息日记数据,建立个体层面与信息线索、时间层面的多层线性回归模型(hierarchical linear modeling,HLM),探究健康信息对个体健康行为意愿的说服机制。研究结果表明,健康行为意愿的说服过程主要是信息质量和来源可信度的混合式说服路径;在7天周期内,健康信息说服效果逐渐增强,其中信息质量的说服效果更为稳定,来源可信度的说服效果则随着时间推移逐渐被抵消;健康信息说服路径随个体特征和接触时机而变;健康意识调节来源可信度和信息热度对说服效果的影响,且具有时间效应;卷入度调节信息质量和来源可信度对信息说服效果的影响,但不存在时间效应。本文的研究结果有助于深入理解健康信息对健康行为意愿改变的说服机制,为建立“以人为本”的个性化健康信息传播和健康教育方案提供了参考。

In current health information behavior research,the pressing focus is on persuading the public to adopt good health behaviors through health information dissemination or education.Following the elaboration likelihood model(ELM),this study divided the persuasive routes into central and peripheral routes,employing a short-term longitudinal design.A diary experiment spanning 10 days was used continuous health information use data from 30 college students(total 377 datapoints).To explore the persuasive mechanism of health information on health behavior willingness,a hierarchical linear model(HLM)was established at the individual,information clue,and time levels.Results indicate that clues mainly depend on a mixed persuasion route of information quality and source credibility.Additionally,over a seven-day period,the persuasive effect gradually strengthened.Information quality exhibited a more stable persuasive effect,while the effect of source credibility is diminished over time.Moreover,the persuasion route of health information is contingent on individual characteristics and usage time.Health awareness is time-dependent and moderates the effect of source credibility and information relevance.Involvement also moderates the effect of information quality and source credibility on persuasion,with no time dependency.This study sheds light on the persuasive mechanisms in health information for health behavior change and provides suggestions for developing“people-oriented”personalized health information dissemination and education programs.