Jones Christina L, Jensen Jakob D, Scherr Courtney L, Brown Natasha R, Christy Katheryn, Weaver Jeremy
a Department of Communication , University of Wisconsin-Whitewater.
Health Commun. 2015;30(6):566-76. doi: 10.1080/10410236.2013.873363. Epub 2014 Jul 10.
The Health Belief Model (HBM) posits that messages will achieve optimal behavior change if they successfully target perceived barriers, benefits, self-efficacy, and threat. While the model seems to be an ideal explanatory framework for communication research, theoretical limitations have limited its use in the field. Notably, variable ordering is currently undefined in the HBM. Thus, it is unclear whether constructs mediate relationships comparably (parallel mediation), in sequence (serial mediation), or in tandem with a moderator (moderated mediation). To investigate variable ordering, adults (N = 1,377) completed a survey in the aftermath of an 8-month flu vaccine campaign grounded in the HBM. Exposure to the campaign was positively related to vaccination behavior. Statistical evaluation supported a model where the indirect effect of exposure on behavior through perceived barriers and threat was moderated by self-efficacy (moderated mediation). Perceived barriers and benefits also formed a serial mediation chain. The results indicate that variable ordering in the Health Belief Model may be complex, may help to explain conflicting results of the past, and may be a good focus for future research.
健康信念模型（HBM）假定，如果信息成功针对感知到的障碍、益处、自我效能感和威胁，那么它们将实现最佳的行为改变。虽然该模型似乎是沟通研究的理想解释框架，但理论上的局限性限制了它在该领域的应用。值得注意的是，健康信念模型中目前尚未明确变量排序。因此，尚不清楚各构成要素是以类似方式（平行中介）、按顺序（系列中介）还是与调节变量一起（调节中介）来介导关系。为了研究变量排序，在一场基于健康信念模型开展的为期8个月的流感疫苗接种活动结束后，1377名成年人完成了一项调查。接触该活动与接种行为呈正相关。统计评估支持了这样一种模型，即自我效能感对通过感知到的障碍和威胁产生的接触行为间接效应起到调节作用（调节中介）。感知到的障碍和益处也形成了一个系列中介链。结果表明，健康信念模型中的变量排序可能很复杂，可能有助于解释过去相互矛盾的结果，并且可能是未来研究的一个良好关注点。
