The School of Journalism and Strategic Communication, Ball State University, 2000 W University Ave, Muncie, IN, 47306, USA.
Department of Advertising and Public Relations, University of Alabama, Tuscaloosa, AL, 35487, USA.
J Community Health. 2022 Oct;47(5):790-799. doi: 10.1007/s10900-022-01100-9. Epub 2022 Jun 21.
The purpose of this study was to develop an effective health communication strategy to guide the decision-making process of parents considering getting their children HPV vaccines. Using inoculation theory and findings on tone of voice as theoretical frameworks, the present study conducted a 2 (message type: inoculation vs. supportive) × 2 (tone of voice: human voice vs. organizational voice) mixed experiment with a total of 231 U.S. parents (either mother or father of a child eligible for the HPV vaccine). The results revealed that HPV vaccination promotions based on the inoculation message were more likely to generate positive attitudes toward the vaccination, higher intention to vaccinate their children, and higher intention to spread positive word of mouth (WOM) about HPV vaccination. Also, HPV vaccination promotions in the human voice were likely to increase the WOM intention more than those in the organizational voice. In regard to an interaction effect, human voice turned out to be more effective than organizational voice to generate the WOM intention when it comes to supportive messages; inoculation-based messages were similarly effective across the human and the organizational voice condition.
本研究旨在制定一种有效的健康传播策略，以指导考虑为子女接种 HPV 疫苗的家长做出决策。本研究以接种理论和语调研究结果为理论框架，采用 2（信息类型：接种 vs. 支持）×2（语调：人声 vs. 组织声）混合实验，共纳入 231 名美国家长（符合 HPV 疫苗接种条件的儿童的母亲或父亲）。结果表明，基于接种信息的 HPV 疫苗推广更有可能使人们对疫苗接种产生积极态度，增强为子女接种疫苗的意愿，以及传播 HPV 疫苗正面口碑（WOM）的意愿。此外，人声的 HPV 疫苗推广比组织声更有可能增加 WOM 意愿。至于交互效应，在支持性信息方面，人声比组织声更能有效产生 WOM 意愿；而基于接种的信息在人声和组织声条件下效果相似。
