Department of Public Relations, Hanyang University, Ansan, South Korea.
J Health Commun. 2012;17(8):869-85. doi: 10.1080/10810730.2011.650832. Epub 2012 May 31.
This study explicates mechanisms of media campaign effectiveness in the context of children's physical activity. The authors' model expands the theory of planned behavior by integrating injunctive and descriptive norms into its normative mechanism. Analysis of a 3-wave nationally representative evaluation survey among 1,623 tweens indicates that campaign exposure is significantly related, but only indirectly, to both physical activity intention and physical activity behavior. Instead, campaign exposure seems more strongly related to perceived behavioral control and attitudes toward physical activity. By contrast, perceived behavioral control and descriptive norms are strongly related to behavioral intention. The findings suggest that integrating normative mechanisms with the theory of planned behavior can improve efforts to predict and explain a health behavior.
本研究阐明了儿童身体活动背景下的媒体宣传活动效果的机制。作者的模型通过将规范性规范和描述性规范纳入其规范机制，扩展了计划行为理论。对 1623 名青少年进行的 3 波全国代表性评估调查的分析表明，宣传活动的曝光率与身体活动意向和身体活动行为显著相关，但只是间接相关。相反，宣传活动的曝光似乎与感知行为控制和对身体活动的态度更密切相关。相比之下，感知行为控制和描述性规范与行为意向密切相关。研究结果表明，将规范机制与计划行为理论相结合，可以提高预测和解释健康行为的努力。
