Background:

This study addresses the HIV/AIDS epidemic that constitutes a major health issue in South Africa, the country most burdened by the virus in the world.

Focus of the Article:

It is an empirical study that investigates predictive behavioral patterns between traditional components of the theory of planned behavior and the previously identified social marketing behavioral enhancers and intentions to perform preventative sexual behaviors promoted under the Abstinence, Being faithful, and Condomize campaign.

Research Question:

The main question this study attempts to answer is: Is it relevant to increase the theory of planned behavior components by incorporating the social marketing behavioral enhancers’ variables to design programs that successfully influence individuals to adhere to the preventative sexual behaviors?

Importance to the Social Marketing Field:

Results will tell social marketers, through design programs fighting the spread of the HIV set within a theory of planned behavior theoretical framework, which of the social marketing behavioral enhancers are worth integrating into their model to induce behavioral change.

Methods:

Theory of planned behavior models extended to social marketing behavioral enhancers for abstinence, faithfulness, and condom use were used as theoretical frameworks to test how well they are good fits of the empirically manifested structural models. Gauteng was chosen, because three of the five metropolitan municipalities with a HIV prevalence greater than 10% are located in this province. Data were collected by means of questionnaires administered to a sample chosen randomly, using a multi-stage stratification method. A quota was determined for each suburb or city considered according to the size of its population compared to the overall Gauteng population to ensure representativeness of the study’s sample.

Results:

The study’s theoretical frameworks fitted the data well, but results also revealed insignificant causal relationships between HIV/AIDS knowledge and all Abstinence–Being faithful–Condomize intentions. Similarly, no predictive relationships were found between accessibility to HIV/AIDS information and intention to use condoms, while attitudes toward abstinence and condom use were insignificant with their respective intentions. However, their positive correlations with predictive variables suggest that they influence intentions indirectly.

Recommendation for Research:

Researchers are invited to conduct further studies to test the model in a different context. Indeed, this study does not investigate whether relationships between HIV/AIDS knowledge, accessibility to HIV/AIDS information, and attitudes toward abstinence and condom use would remain insignificant or that it could not change over time in a research ground other than Gauteng. Opportunities should be explored to augment the traditional theory of planned behavior components by variables other than the social marketing behavioral enhancers, in order to build a more robust model that will incorporate more significant factors to design successful programs.

Limitations:

Collecting data from only one province constitutes a limitation in terms of drawing conclusions for the whole South African population.

中文翻译：

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使用结构方程模型验证扩展到社会营销行为增强者的计划行为模型的理论

背景：

这项研究解决了构成南非主要健康问题的艾滋病毒/艾滋病的流行，而南非是世界上病毒负担最重的国家。

文章重点：

这是一项实证研究，旨在研究计划行为理论的传统组成部分与先前确定的社会营销行为促进因素之间的预测性行为模式，以及在节欲，忠实和避孕套运动下提倡的预防性行为的意图。

研究问题：

这项研究试图回答的主要问题是：通过整合社会营销行为促进者的变量来设计成功影响个人坚持预防性行为的程序，从而增加计划行为成分的理论是否有意义？

对社会营销领域的重要性：

结果将通过在计划行为理论框架内与艾滋病毒的传播作斗争的设计程序，告诉社会营销者，哪些社会营销行为促进剂值得整合到其模型中以诱发行为改变。

方法：

计划行为模型的理论已扩展到社交营销行为增强者的节欲，忠诚和使用避孕套作为理论框架，以测试它们与经验表明的结构模型的吻合程度。之所以选择了豪登省，是因为艾滋病毒感染率超过10％的五个大城市中的三个位于该省。使用多阶段分层方法，通过对随机选择的样本进行问卷调查，收集数据。根据人口总数与豪登省总人口的比例，确定了所考虑的每个郊区或城市的配额，以确保研究样本的代表性。

结果：

这项研究的理论框架很好地拟合了数据，但结果还显示，艾滋病毒/艾滋病知识与所有节欲-忠实-避孕套意图之间的因果关系微不足道。同样，在获取艾滋病毒/艾滋病信息与使用安全套的意图之间未发现任何预测性关系，而对节制和使用安全套的态度与其各自的意图无关紧要。但是，它们与预测变量的正相关表明它们间接地影响了意图。

研究建议：

邀请研究人员进行进一步的研究，以在不同的背景下测试该模型。确实，这项研究并未调查艾滋病毒/艾滋病知识，艾滋病毒/艾滋病信息的可及性，对节欲和使用避孕套的态度之间的关系是否会保持微不足道，或者是否会在除豪登省以外的其他研究领域随时间变化。应该探索机会，通过除社会营销行为增强因素以外的变量来增强计划行为成分的传统理论，以建立一个更强大的模型，其中将包含更多重要因素来设计成功的计划。

局限性：

就整个南非人口得出结论而言，仅从一个省收集数据就构成了局限。