Bellisario College of Communications, The Pennsylvania State University.
Department of Strategic Communication, J. William and Mary Diederich College of Communication, Marquette University.
Health Commun. 2023 Mar;38(3):575-584. doi: 10.1080/10410236.2021.1962586. Epub 2021 Aug 5.
This study integrates the theory of planned behavior with a structural approach to examining social capital to investigate how bonding social capital affected Chinese women's tampon use intentions. Bonding social capital was operationalized as network closure, which included two main dimensions: density and hierarchy. Results from an online survey ( = 766) showed that network density was positively associated with attitudes toward, social norms about, and perceived behavior control around tampon usage, while network hierarchy negatively predicted attitudes only. Moreover, the indirect effects of network density on tampon use intentions were mediated by descriptive norms and perceived behavior control. Examining women's intentions to adopt a rarely used product in China, this study extended the theory of planned behavior into the realm of social capital in an understudied context. The findings provide practical implications for health communication practitioners in public education concerning feminine hygiene products and gynecological health.
本研究将计划行为理论与结构方法相结合，考察社会资本，以探讨结合社会资本如何影响中国女性使用卫生棉条的意愿。结合社会资本被操作化为网络封闭性，包括两个主要维度：密度和层次。一项在线调查（n=766）的结果表明，网络密度与对卫生棉条使用的态度、社会规范和感知行为控制呈正相关，而网络层次仅与态度呈负相关。此外，网络密度对卫生棉条使用意愿的间接影响通过描述性规范和感知行为控制来介导。本研究通过检验中国女性对一种很少使用的产品的使用意愿，将计划行为理论扩展到社会资本领域，并在一个研究不足的背景下进行研究。研究结果为公共卫生教育领域关于女性卫生用品和妇科健康的健康传播从业者提供了实际意义。
