Chon Myoung-Gi, Park Hyojung
a School of Communication and Journalism , Auburn University , Auburn , Alabama , USA.
b Manship School of Mass Communication , Louisiana State University , Baton Rouge , Louisiana , USA.
Health Mark Q. 2017 Jul-Sep;34(3):202-216. doi: 10.1080/07359683.2017.1346434. Epub 2017 Jul 13.
The purpose of this study is to propose a health belief model-based approach to segmenting health audiences in order to improve targeting of cancer prevention efforts. This study also examines how the identified health segments differ in cancer prevention behaviors. Using data from the 2013 Health Information National Trends Survey, a cluster analysis resulted in three distinct health audience groups: (a) health aware, (b) health at risk, and (c) health in confidence. MANOVA tests indicate that these segments differ significantly regarding healthy diet and exercise. The findings inform cancer prevention campaigns targeting priority audiences.
本研究的目的是提出一种基于健康信念模型的方法来对健康受众进行细分，以改善癌症预防工作的目标定位。本研究还考察了所确定的健康细分群体在癌症预防行为方面的差异。利用2013年健康信息国家趋势调查的数据，聚类分析得出了三个不同的健康受众群体：（a）健康意识型，（b）健康风险型，以及（c）健康自信型。多变量方差分析测试表明，这些细分群体在健康饮食和运动方面存在显著差异。这些研究结果为针对重点受众的癌症预防活动提供了参考。
