Coffie Isaac Sewornu, Ocloo Elikem Chosniel, Tweneboah-Koduah Ernest Yaw, Mann Victoria
Department of Marketing, Accra Technical University, Accra Institute of Technology, Accra Ghana.
Department of Marketing, Accra Technical University, Accra, Ghana.
Health Mark Q. 2024 Oct-Dec;41(4):351-374. doi: 10.1080/07359683.2024.2352187. Epub 2024 May 11.
From the integrative perspectives of the health belief model and social influence theories, the study sought to identify factors social and health marketers should focus on to elicit voluntary change in behavior toward the performance of COVID-19 infection prevention behaviors such as frequent handwashing with soap, social distancing, and avoidance of handshaking using mixed method approach. The quantitative data from 605 respondents through structured questionnaires were analyzed using PLS-SEM. The qualitative data through five focus group discussions were also analyzed using thematic analysis. The result shows that religiosity and trust in traditional medicine are the major factors contributing to the lack of severity and susceptibility to the coronavirus. The result further shows informational and normative social influencers as significant mediators between the constructs of the HBM and the performance of the COVID-19 protocols, suggesting that these influencers play a significant role in achieving the performance of the recommended behaviors.
从健康信念模型和社会影响理论的综合视角出发，该研究试图确定社会和健康营销人员应关注的因素，以便通过混合方法促使人们在行为上自愿做出改变，以执行诸如用肥皂勤洗手、保持社交距离以及避免握手等新冠病毒感染预防行为。通过结构化问卷收集的来自605名受访者的定量数据，采用偏最小二乘结构方程模型（PLS-SEM）进行分析。通过五次焦点小组讨论收集的定性数据，也采用主题分析进行分析。结果表明，宗教信仰和对传统医学的信任是导致对新冠病毒缺乏严重性和易感性认知的主要因素。结果还表明，信息性和规范性社会影响因素是健康信念模型各构成要素与新冠病毒防控措施执行之间的重要中介，这表明这些影响因素在促使人们执行推荐行为方面发挥着重要作用。
