Persuasion Strategies And Effects Of Influenza Vaccination Under The Regular Prevention And Control Of COVID-19 Epidemic

This study employed an experimental method and recruited a total of 607 participants.The experimentation explored the persuasion effect of information content and sources on the attitude and willingness of the participants receiving influenza vaccine.The experiment adopted the design of two factors interaction:2(Content: gain-framed/loss-framed information)×4(Information source: individuals/organizations;with/without government identity).Statistical analysis and linear regression analysis were carried out on each variable.Four factors of the Health Belief Model(HBM)were selected including perceived susceptibility,perceived benefits,perceived severity,and perceived barriers,to explore their mediating effect on participants’ attitude and willingness of influenza vaccination in different frameworks.The results show that:(1)In terms of content strategy,both the gain-framed and the loss-framed information have a significant impact on the attitude and willingness to influenza vaccination,and the loss-framed information has a more significant effects than the gain-framed information.(2)In terms of source strategy,neither individual/organizational information sources nor information sources with/without government identity has significant impact on the attitude and willingness.After the cross analysis of the two information source variables,it was found that individuals with government identity and organizations without government identity have a significant impact on the attitude and willingness.(3)In terms of mediating effect,under specific communication subjects,perceived benefits and perceived severity both play a mediating role in the impact of frameworks on attitudes and intentions.Based on the experimental conclusions above,this study analyzes the causes from the perspective of risk communication,and discusses the persuasion and mobilization of public health policies under Chinese political system.At the same time,study proposed,suggestions from the government perspective to improve the persuasion effect of public health policies in three aspects: strategy of risk communication,strategy of content,and strategy of information source.In the process of risk communication of public health policies,warm up and mobilize in advance to win trust;Make policy information public and cooperate for discussion;Equal interaction among multiple parties to reach a consensus.In specific communication strategies,In terms of strategy of content,optimize the language expression in the persuasion of public health policies,including prioritizing the loss-framed information and emphasizing benefits from a scientific perspective to improve the effectiveness of persuasion;In terms of strategy of information source,establish a platform for effective multi-subjects communication,including innovating incentive mechanisms for opinion leaders and vertical media,standardizing communication behavior between opinion leaders and vertical media,and emphasizing on the cultivation of Media Literacy of opinion leaders and vertical media.In this way,the government can more effectively disseminate information on health policies and mobilize public health policies.