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The effects of user comment valence of Facebook health messages on intention to receive the flu vaccine: the role of pre-existing attitude towards the flu vaccine and psychological reactance
International Journal of Advertising ( IF 5.888 ) Pub Date : 2021-01-04 , DOI: 10.1080/02650487.2020.1863065
Hanyoung Kim 1 , Youngji Seo 1 , Hye Jin Yoon 1 , Jeong Yeob Han 1 , Youngjee Ko 1
Affiliation  

Abstract

This study examined if and how Facebook user-generated comments about the flu vaccine influenced psychological reactance in conjunction with pre-existing flu vaccine attitude. Psychological reactance was further tested as a mediating factor influencing behavioural intention to receive the vaccine. An experimental study was conducted with 264 college students. The results showed that pre-existing attitude positively influenced participants’ intention to obtain the flu vaccine through an increase (a decrease) in psychological reactance when there was inconsistency (consistency) between the pre-existing attitude and valence of comments. Collectively, the results demonstrate that psychological reactance is one possible theoretical mechanism through which social media users’ health behaviours are influenced by user-generated comments.



中文翻译:

Facebook 健康信息的用户评论效价对接种流感疫苗意愿的影响:对流感疫苗的预先存在态度和心理反应的作用

摘要

这项研究检查了 Facebook 用户生成的关于流感疫苗的评论是否以及如何影响心理反应以及先前存在的流感疫苗态度。进一步测试了心理反应作为影响接受疫苗的行为意图的中介因素。对 264 名大学生进行了一项实验研究。结果表明,当预先存在的态度和评论的效价之间存在不一致(一致性)时,预先存在的态度通过增加(减少)心理反应对参与者获得流感疫苗的意图产生积极影响。总的来说,结果表明心理反应是一种可能的理论机制,通过该机制,社交媒体用户的健康行为受到用户生成的评论的影响。

更新日期:2021-01-04
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