Lab for Big Data and Communication, School of Communication and Design, Sun Yat-sen University.
School of Journalism and Communication, Shandong University.
Health Commun. 2019 Oct;34(11):1369-1376. doi: 10.1080/10410236.2018.1493416. Epub 2018 Aug 6.
The current study aims to examine the influence of fear appeal messages across different media outlets on Chinese women's intention of breast self-examination using the Extended Parallel Processing Model (EPPM). A two-by-two-by-two factorial experiment is designed to examine the effect of threat and efficacy level of stimulus on different media outlets on behavioral intention. The sample includes 488 Chinese women who are between 25 and 50 years old. The results revealed that there were significant main effects of both threat and efficacy on the intention to performing breast self-examination. Moreover, the significant two-way interaction effect between threat and efficacy was detected, which indicated that Chinese women who received messages containing both high threat and high efficacy had the highest intention of breast self-examination. Besides, the results demonstrated that there was no significant difference in the effectiveness of fear appeal messages on between traditional and social media.
本研究旨在运用扩展平行处理模型（EPPM）检验不同媒体渠道的恐惧诉求信息对中国女性进行乳房自我检查意向的影响。采用 2×2×2 析因实验设计，考察刺激的威胁和效能量水平对不同媒体渠道对行为意向的影响。样本包括 488 名年龄在 25 岁至 50 岁之间的中国女性。结果表明，威胁和效能量对乳房自我检查意向均有显著的主效应。此外，还检测到威胁和效能量之间的显著双向交互作用，这表明同时接收到高威胁和高效能量信息的中国女性进行乳房自我检查的意向最高。此外，研究结果表明，恐惧诉求信息在传统媒体和社交媒体上的效果没有显著差异。
