| Summary: | 碩士 === 慈濟大學 === 傳播學系碩士班 === 101 === The main purpose of this study was to investigate whether the different message
presentation (narrative messages, statistic messages and no message) for Human
Papillomavirus (HPV) vaccine advocacy affect the optimistic bias, stereotype, risk perception for infection of HPV and suffering for cervical cancer and behavioral intention to receive Human Papillomavirus Vaccination among female college students. This study used fear appeals and related theories as the basis for message design.
A randomized single factor experimental design was used. This study used
recruitment method to collect samples, and enrolled the female college students in a college in Taipei as the subjects. The research tools were the HPV vaccine advocacy messages and a structured questionnaire. Three groups of subjects completed the questionnaires right after reading the advocacy messages, and 297 valid samples (with a return rate of 90%) were collected. One-way ANOVA and two-way ANOVA were used to test the hypotheses. The results about the correlation between background variables and dependent variables are as follows: (1) the subjects whose family members had suffered from cervical cancer have lower stereotype and higher perception of potential suffering;(2) the subjects who had had sexual behaviors have higher worry about suffering and higher behavior intention to receive vaccine; (3) the subjects with higher family socioeconomic status have higher behavior intention to receive vaccine; (4) the subjects
who obtained the messages from books have lower optimistic bias and higher perception of potential suffering; the subjects who obtained messages from medical personnel have higher stereotype and worry; the subjects who obtained messages from family have higher behavior intention. The results about the effects of different message presentation are as follows: (1) narrative messages have significant better effects on reducing stereotype and improving behavior intention; (2) statistic messages have significant better effects on improving the subjects’ risk perception (possibility of suffering and worry about suffering).
Some suggestions are provided for future advocacy of cervical cancer vaccine
according to the results. To reduce stereotype for infection of HPV and suffering for cervical cancer and improve behavior intention to receive vaccine, narrative messages can be used to design advocacy messages. To improve risk perception for infection of HPV and suffering for cervical cancer, statistic messages can be used.
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