Wu Jiaxi, Fetterman Jessica L, Cornacchione Ross Jennifer, Hong Traci
Annenberg School for Communication, University of Pennsylvania, Philadelphia, Pennsylvania.
Evans Department of Medicine and Whitaker Cardiovascular Institute, Boston University, Chobanian & Avedisian School of Medicine, Boston, Massachusetts.
J Adolesc Health. 2025 Jan;76(1):122-130. doi: 10.1016/j.jadohealth.2024.08.013. Epub 2024 Oct 4.
The objective of this study was to evaluate the effect of message frames (gain vs. loss) and sources (formal expert: a health-care professional vs. informal expert: an individual who successfully quit vaping) on the persuasiveness of TikTok videos among youth who currently use e-cigarettes. Additionally, the study examined how emotional responses and perceived message effectiveness (PME) mediate the framing effect on youth intention to quit vaping.
A 2 (gain frame vs. loss frame) × 2 (formal expert vs. informal expert) factorial design experiment was conducted with 378 youth aged 13 to 18 who currently use e-cigarettes. The study measured participant's emotional responses, PME of the messages, and intention to quit vaping after the video exposure.
Messages from a formal expert resulted in stronger intention to quit vaping compared to messages from an informal expert. Gain-framed messages were associated with higher PME when delivered by an informal expert, whereas loss-framed messages showed stronger effects on PME from a formal expert. Positive emotional responses and increased PME mediated the relationship between gain-framed messages and youth intention to quit vaping.
TikTok could serve as an effective tool for formal experts to promote vaping cessation among youth who use e-cigarettes. Additionally, the findings suggest that gain frames may be more influential than loss frames in promoting vaping cessation among youth, by eliciting positive emotional responses from the audience. The differential impact of message frames depending on source type indicates a nuanced interaction between content and messenger.
本研究的目的是评估信息框架（获益与损失）和信息源（正式专家：医疗保健专业人员与非正式专家：成功戒烟的个人）对当前使用电子烟的青少年中TikTok视频说服力的影响。此外，该研究还考察了情绪反应和感知信息效果（PME）如何介导框架效应与青少年戒烟意愿之间的关系。
对378名年龄在13至18岁、目前使用电子烟的青少年进行了一项2（获益框架与损失框架）×2（正式专家与非正式专家）析因设计实验。该研究测量了参与者在观看视频后的情绪反应、信息的PME以及戒烟意愿。
与来自非正式专家的信息相比，来自正式专家的信息导致更强的戒烟意愿。当由非正式专家传递时，获益框架信息与更高的PME相关，而损失框架信息对来自正式专家的PME影响更强。积极的情绪反应和PME的增加介导了获益框架信息与青少年戒烟意愿之间的关系。
TikTok可以作为正式专家促进使用电子烟的青少年戒烟的有效工具。此外，研究结果表明，获益框架在促进青少年戒烟方面可能比损失框架更具影响力，因为它能引发观众的积极情绪反应。信息框架根据信息源类型的不同影响表明了内容与传递者之间存在细微的相互作用。
