| Summary: | 碩士 === 慈濟大學 === 傳播學系碩士班 === 99 === The purpose of the study was to understand contents of magazine advertisements relating to blood of umbilical cord, the pregnant women’s behavior intention and motive behind banking the blood, and to identify factors that may influence their decision.
This research conducted two studies. Study one selected all advertisements of cord blood bank which have been published in Baby & Mother Magazine and Mombaby Magazine from July 2007 to June 2009, totaling 93. The results of the content analysis can be divided into four categories, including knowledge about umbilical cord blood, and rational, emotional, and moral appeals. The graphics of advertisement falls into four categories: celebrity endorsements, parents’ selfless love, maturity and reliability, and successful cases.
The aim of study two was to understand the behavioral intention of banking umbilical cord blood among pregnant women using a questionnaire survey. The questionnaire was developed according to the result from the content analysis of the magazines. Four hundred and seventy-five participants were chosen from the pregnant women attending mother classes not held by cord blood banks. The main findings of the study are summarized as follows: (1)Knowledge about umbilical cord blood has negative correlation with perceived barriers. (2)Degree of agreement of advertisement appeals correlates positively to perceived severity and benefits, and correlates negatively to perceived barriers. (3)Higher family income, mothers’ education related health, and mothers’ occupation related health correlate to stronger intention. (4)Knowledge about umbilical cord blood, perceived severity, perceived benefits, and the degree of agreement of the advertising appeals can predict the attitude, explaining 39.2% of its variance. (5)The degree of agreement of the advertising appeals, the attitude, and family support can predict the behavior intention of banking umbilical cord blood, explaining 38.5% of its variance.
According to the results of the study, advertisements have a significant influence on the knowledge, belief, and attitude of banking umbilical cord blood on pregnant women. This study suggests that the management and regulation of the advertisements about banking umbilical cord blood should be strengthend. Promoting health communication about banking umbilical cord blood, and enhancing audiences’ media literacy and health literacy are also import issues.
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