| Cervical cancer is the third most common cancer in women all over the world.Almost all cervical cancer is caused by HPV.Therefore,injecting HPV vaccine is one of the most effective measures to prevent HPV in women.Under the severe situation of cervical cancer prevention and treatment in China and the social background of HPV vaccine being listed in China,this study divides WeChat health information into social health information and media health information on the basis of health information transmission path.Based on the health belief model,the effects of the two on health promotion were investigated,and their effects and correlation on persuading the audience to inject HPV vaccine were compared.Structural equation model was constructed to explore the impact of social health information exposure and media health information exposure on health beliefs and behavioral willingness of adult women to inject HPV vaccine.The research is mainly conducted through questionnaire survey and in-depth interviews.The results showed that the path coefficients of social health information contact,media health information contact,susceptibility cognition,severity cognition,psychological expectation and health motivation among the six potential variables of the model had statistical significance(P < 0.05).Social health information exposure and media health information exposure have positive effects on behavioral willingness to inject HPV vaccine.Among them,social health information exposure has a positive impact on adult women’s behavioral intention to inject HPV vaccine mainly through the complete mediating effect of susceptibility,severity and psychological expectation,while media health information exposure has a direct impact on the behavioral intention to inject HPV vaccine,as well as a partial mediating effect of susceptibility,severity and psychological expectation.It has indirect effects.However,social health information exposure(total effect 0.131)has a stronger impact on behavioral intention than media health information exposure(total effect,0.109).Health motivation has a significant positive impact on behavioral intention,but the impact is low.From the perspective of Bandura’s ternary interaction theory,this paper finds that adult women use WeChat platform to access social health information and media health information,improve their perception of HPV susceptibility and seriousness,and also raise their psychological expectation of HPV vaccination behavior,thus promoting the behavior willingness of HPV vaccination.Therefore,when WeChat carries out health communication,attention should be paid to both interpersonal and mass communication channels,and information intervention with health beliefs as the key direction,so as to effectively improve the effectiveness of social media in health promotion. |
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