Department of Advertising and Public Relations, Grady College of Journalism and Mass Communication, University of Georgia, Athens, Georgia, USA.
J Health Commun. 2020 Feb 1;25(2):159-169. doi: 10.1080/10810730.2020.1723039. Epub 2020 Feb 6.
This study investigated if and how exposure to Facebook comments about vaccines influences one's attitude toward the vaccines. In this investigation, comments were examined in light of their effect on attitude toward vaccines through perceived distribution of public opinion on vaccines, and perceived vaccine efficacy was tested as a factor moderating relative effects of comments on perception of public opinion distributions. Results from an experimental study ( = 271) showed that exposure to a greater number of comments in a thread expressing (un)favorable opinions on the flu vaccine led to (un)favorable attitude toward the flu vaccine through a change in perceived distribution of public opinions on the vaccination. The indirect effect of comments on attitude toward the flu vaccine through perceived public opinion distributions was greater among participants with lower levels of perceived vaccine efficacy, while the direct effect of comments on attitude was not significant.
本研究旨在探讨人们接触到有关疫苗的 Facebook 评论后，其对疫苗的态度是否会受到影响，以及会受到何种影响。在本研究中，我们根据评论对疫苗态度的影响，考察了评论对疫苗态度的影响，通过对疫苗相关公众意见分布的感知来检验评论对感知的相对影响。一项实验研究的结果（n=271）表明，在一个表达（不）赞成流感疫苗的帖子中，接触到更多的评论会导致（不）赞成流感疫苗的态度，这是通过感知到的公众对疫苗接种的意见分布的变化而产生的。在对疫苗的效果感知较低的参与者中，评论通过感知的公众意见分布对流感疫苗态度的间接影响更大，而评论对态度的直接影响则不显著。
