The Influence and Moderating Effects of Message Frame on Behavior Intention to Take a Colorectal Cancer Screening

• Main Authors: Wan-Ling Shen, 沈宛伶
• Other Authors: Wen-Hui Yang
• Format: Others
• Language: zh-TW
• Published: 2013
• Online Access: http://ndltd.ncl.edu.tw/handle/93116512306344727899

碩士 === 中國醫藥大學 === 醫務管理學系碩士班 === 101 === Background: In recent years, people who were diagnosed of colorectal cancer have increased drastically because of westernized diet. Therefore, Bureau of Health Promotion, Department of Health, R.O.C. provided a biennial and free fecal occult blood test to 50-69 year-old people from 2010. However, the effect wasn’t significant. Thus, we want to investigate whether people’s intentions to accept the test will be dissimilar if we use different message transmission. We hope to promote the transmission of health information. Method: We chose one medical center in Taichung to be the sampling institution, using the systematic sampling to choose patients as our targets, and randomly divided them into two types which were called gain-message and lose-message. We had 350 effective samples, did the research by the structured questionnaires, and used Windows for SPSS 18 to conduct descriptive statistics as well as hierarchical regression analysis. We discussed the tendency to the public acceptance for colorectal cancer screening by knowledge for colorectal cancer, individual’s perceived barriers and message frames. We also want to know the moderating effect of message frames. Result: We find that people have higher behavior intention when getting lose-message frame rather than gain-message frame. Particularly, lose-message frame is useful than gain-message frame to cripple perceived barriers effect on behavior intention. Thus, people with high perceived barriers correspond to this result and have the significant effect on their behavior. In addition, People also have higher behavior intention when having higher knowledge for colorectal cancer, higher education, higher household income, worse health and family history or experience of cancer. Conclusion: We find that that loss-message is easier to encourage people to accept the test. Thus health authority or the relevant medical institutions are able to use more lose-message to raise our awareness and understanding of the importance of colorectal cancer screening, and provide the adequate encouragement and explanation of medical professionals. We hope to decrease the extent of the public perceived barriers, increasing the rate and willing of fecal occult blood test so that we can effectively diminish the incidence and mortality of colorectal cancer.