Purpose

Based on the examination of the roles of message framing and evidence type, this study made an analysis of the promotion methods of intention and information need towards HPV vaccination.

Design/methodology/approach

The study conducted a 2 (gain-framed messages vs loss-framed messages) × 2 (statistical evidence vs narrative evidence) quasi-experimental design built upon theories of message framing and evidence type. This experiment recruited college students who were not vaccinated against HPV as participants. The analysis of variance (ANOVA), the analysis of covariance (ANCOVA), and the independent sample T-test were used to test the hypotheses.

Findings

The results (N = 300) indicate that (1) Loss-framed messages will lead to a more favorable intention towards HPV vaccination than gain-framed messages. (2) Statistical evidence will lead to a more explicit information need than narrative evidence. (3) Message framing and evidence type will interact and (a) for statistical evidence, loss-framed messages will lead to a more favorable intention towards HPV vaccination than gain-framed messages and (b) for narrative evidence, gain-framed messages will lead to a more favorable intention towards HPV vaccination than loss-framed messages. (4) Message framing and evidence type will interact and (a) for loss-framed messages, statistical evidence will stimulate more explicit information need of HPV vaccination than narrative evidence and (b) for gain-framed messages, narrative evidence will stimulate more explicit information need of HPV vaccination than statistical evidence.

Originality/value

This paper can help to further understand the important roles of message framing and evidence type in health behavior promotion. The study contributes to the literature on how health information can be well organized to serve the public health communication and further enhance the health information service.

中文翻译：

---

信息框架和证据类型对健康信息行为的影响：促进HPV疫苗接种的案例

目的

在研究信息框架和证据类型的作用的基础上，本研究对促进HPV疫苗接种的意图和信息需求的促进方法进行了分析。

设计/方法/方法

该研究基于消息框架和证据类型的理论进行了2次（获利的消息vs失利的消息）×2（统计证据与叙述性证据）的准实验设计。该实验招募了未接种HPV疫苗的大学生作为参与者。方差分析（ANOVA），协方差分析（ANCOVA）和独立样本T检验用于检验假设。

发现

结果（N = 300）表示（1）带有丢失框的消息比带有增益框的消息更容易导致HPV疫苗接种。（2）统计证据比叙事证据会导致更明确的信息需求。（3）消息框架和证据类型将相互作用，并且（a）对于统计证据，丢失框架的消息将导致对HPV疫苗接种的意愿高于增益框架的消息，并且（b）对于叙述性证据，将使用增益框架的消息与带有丢失框的消息相比，HPV疫苗接种的意愿更强。（4）消息框架和证据类型将相互作用，并且（a）对于带有丢失框的消息，统计证据将比叙述性证据刺激更多的HPV疫苗接种信息需求，以及（b）对于带有增益框的消息，

创意/价值

本文可以帮助进一步了解消息框架和证据类型在健康行为促进中的重要作用。该研究为如何更好地组织健康信息以服务于公共卫生交流和进一步增强健康信息服务提供了文献资料。