探索受众细分：调查采用者类别，以在莫桑比克农村地区传播创新以预防饥荒。
Exploring audience segmentation: investigating adopter categories to diffuse an innovation to prevent famine in rural Mozambique.
机构信息
Department of Communication Arts and Sciences and the Center for Infectious Disease Dynamics, The Pennsylvania State University, University Park, Pennsylvania 16802, USA.
出版信息
J Health Commun. 2013;18(1):6-19. doi: 10.1080/10810730.2012.688249. Epub 2012 Sep 28.
Abstract
Audience segmentation is a useful tool for designing effective campaigns. Further, the efficiency promised in diffusion science rests to some degree on the existence of adopter categories that can be identified and used to strategically disseminate prevention innovations. This study investigates the potential to identify adopter categories in potential recipients (n = 127) of an innovation to prevent food shortages in Mozambique. A 5-class model was found using latent class analysis, but it showed important differences from existing descriptions of adopter categories. Implications for theory and practice are discussed.
摘要
受众细分是设计有效活动的有用工具。此外，扩散科学所承诺的效率在某种程度上取决于可以识别和用于战略性传播预防创新的采用者类别。本研究调查了在莫桑比克预防粮食短缺创新的潜在接受者（n=127）中识别采用者类别的潜力。使用潜在类别分析发现了一个 5 类模型，但它与现有的采用者类别描述存在重要差异。讨论了对理论和实践的影响。
相似文献
1
Exploring audience segmentation: investigating adopter categories to diffuse an innovation to prevent famine in rural Mozambique.探索受众细分：调查采用者类别，以在莫桑比克农村地区传播创新以预防饥荒。
J Health Commun. 2013;18(1):6-19. doi: 10.1080/10810730.2012.688249. Epub 2012 Sep 28.
2
Exploring competing experiences and expectations of the revitalized community health worker programme in Mozambique: an equity analysis.探索莫桑比克振兴社区卫生工作者计划的竞争经验和期望：一项公平性分析。
Hum Resour Health. 2015 Sep 1;13:54. doi: 10.1186/s12960-015-0044-0.
3
Prediction and prevention of famine.饥荒的预测与预防。
Fed Proc. 1986 Sep;45(10):2427-31.
4
Using the COMMVAC taxonomy to map vaccination communication interventions in Mozambique.使用COMMVAC分类法绘制莫桑比克疫苗接种沟通干预措施图。
Glob Health Action. 2017;10(1):1321313. doi: 10.1080/16549716.2017.1321313.
5
ART Adherence as a Key Component of Prevention With Persons Living With HIV in Mozambique.在莫桑比克，抗逆转录病毒疗法（ART）依从性是艾滋病毒感染者预防工作的关键组成部分。
J Assoc Nurses AIDS Care. 2016 Jan-Feb;27(1):44-56. doi: 10.1016/j.jana.2015.10.001. Epub 2015 Oct 13.
6
Sociodemographic differentials in mortality during the 1974-75 famine in a rural area of Bangladesh.1974 - 1975年孟加拉国农村地区饥荒期间死亡率的社会人口统计学差异。
J Biosoc Sci. 1989 Jan;21(1):13-22. doi: 10.1017/s0021932000017697.
7
The 2001-03 Famine and the Dynamics of HIV in Malawi: A Natural Experiment.2001 - 2003年饥荒与马拉维的艾滋病动态：一项自然实验
PLoS One. 2015 Sep 2;10(9):e0135108. doi: 10.1371/journal.pone.0135108. eCollection 2015.
8
Understanding Customers: The Jobs to Be Done Theory Applied in the Context of a Rural Food Pantry.理解顾客：在农村食品分发处背景下的“待完成工作”理论应用。
J Acad Nutr Diet. 2018 Oct;118(10):1895-1902. doi: 10.1016/j.jand.2018.02.011. Epub 2018 Apr 30.
9
Adoption and diffusion of zoning bylaws banning fast food drive-through services across Canadian municipalities.加拿大各城市通过分区法规禁止快餐得来速服务的采用和推广。
BMC Public Health. 2018 Jan 15;18(1):137. doi: 10.1186/s12889-018-5061-1.
10
Investigating preferences for mosquito-control technologies in Mozambique with latent class analysis.运用潜在类别分析方法探究莫桑比克民众对蚊虫控制技术的偏好。
Malar J. 2011 Jul 21;10:200. doi: 10.1186/1475-2875-10-200.
引用本文的文献
1
The Irish Johne's Control Programme.爱尔兰副结核控制计划。
Front Vet Sci. 2021 Aug 27;8:703843. doi: 10.3389/fvets.2021.703843. eCollection 2021.
2
Integrating Models of Diffusion and Behavior to Predict Innovation Adoption, Maintenance, and Social Diffusion.整合扩散和行为模型以预测创新采用、维护和社会扩散。
J Health Commun. 2018;23(3):264-271. doi: 10.1080/10810730.2018.1434259. Epub 2018 Feb 15.
3
Segmentation of Mexican-Heritage Immigrants: Acculturation Typology and Language Preference in Health Information Seeking.墨西哥裔移民的细分：健康信息寻求中的文化适应类型与语言偏好
J Immigr Minor Health. 2017 Oct;19(5):1163-1173. doi: 10.1007/s10903-016-0401-7.
本文引用的文献
1
PROC LCA: A SAS Procedure for Latent Class Analysis.PROC LCA：一种用于潜在类别分析的SAS程序。
Struct Equ Modeling. 2007;14(4):671-694. doi: 10.1080/10705510701575602.
2
Evolution of diffusion and dissemination theory.扩散与传播理论的演变
J Public Health Manag Pract. 2008 Mar-Apr;14(2):99-108. doi: 10.1097/01.PHH.0000311886.98627.b7.
3
Illness, death, and macronutrients: adequacy of rural Mozambican household production of macronutrients in the face of HIV/AIDS.疾病、死亡与常量营养素：莫桑比克农村家庭在面对艾滋病毒/艾滋病时常量营养素生产的充足性
Food Nutr Bull. 2007 Jun;28(2 Suppl):S331-8. doi: 10.1177/15648265070282S212.
4
Media usage as health segmentation variables.将媒体使用情况作为健康细分变量。
J Health Commun. 2007 Mar;12(2):105-19. doi: 10.1080/10810730601150064.
5
Diffusion of innovations and network segmentation: the part played by people in promoting health.创新的传播与网络细分：人们在促进健康中所起的作用。
Sex Transm Dis. 2006 Jul;33(7 Suppl):S23-31. doi: 10.1097/01.olq.0000221018.32533.6d.
6
Culturally compelling strategies for behaviour change: a social ecology model and case study in malaria prevention.具有文化吸引力的行为改变策略：疟疾预防的社会生态模型及案例研究
Soc Sci Med. 2006 Jun;62(11):2810-25. doi: 10.1016/j.socscimed.2005.10.009. Epub 2005 Dec 13.
7
Gene cuisine or Frankenfood? The theory of reasoned action as an audience segmentation strategy for messages about genetically modified foods.基因烹饪还是 Frankenfood？将理性行动理论作为转基因食品相关信息的受众细分策略。
J Health Commun. 2005 Dec;10(8):751-67. doi: 10.1080/10810730500326740.
8
Diffusion of preventive innovations.预防性创新的传播。
Addict Behav. 2002 Nov-Dec;27(6):989-93. doi: 10.1016/s0306-4603(02)00300-3.
9
Theory and method in health audience segmentation.健康受众细分的理论与方法。
J Health Commun. 1996 Jul-Sep;1(3):267-83. doi: 10.1080/108107396128059.
10
Zotero 插件