Influence Of Social Media Use On Female College Students’ Willingness To Receive HPV Vaccine From The Perspective Of Risk Perception

Cervical cancer is the second highest cancer threatening women’s health.In China,there are about 113000 new cases of cervical cancer every year.With the development of HPV vaccine,cervical cancer is expected to be the first malignant tumor to be prevented by vaccination.In 2016,the first HPV vaccine was launched in China.Most medical experts suggested that women of suitable age,especially in the golden vaccination period(before sex life),should be vaccinated as early as possible.Female college students are just one of the main body of the vaccination at the age of school,and these groups mainly obtain health information through social media.So will the health information about HPV spread on social media platform affect the willingness of female college students to receive HPV vaccine? If there is an impact,what mechanism will it have? Does the health information dissemination of social media achieve the expected transmission effect of mobilizing individuals to vaccinate HPV? It is of great reference value to clarify these problems for further optimizing health communication strategy.Based on this,this study draws on the information transmission mechanism from media to audience in the social amplification framework of risk.From the perspective of risk perception,cervical cancer risk perception and HPV vaccine risk perception are considered as intermediary variables,focusing on the use behavior of social media from three perspectives: social media contact intensity,social media trust and social media information satisfaction,The influence model between social media use behavior and female college students’ willingness to vaccinate HPV was constructed.This study uses the online and offline methods to issue the questionnaire,and uses the relevant data analysis software to describe the data collected statistical analysis,reliability and validity test and validation factor analysis,and finally,through the structural equation model hypothesis test.The results show that the contact intensity,trust and satisfaction of social media information directly affect the individual willingness to receive HPV vaccine.In addition,from the perspective of risk perception,this study explores the risk perception of female college students on cervical cancer and HPV vaccine.It is found that cervical cancer risk perception plays a mediating role in the vaccination intention of HPV.Social media contact intensity,social media trust and social media information satisfaction will affect the willingness of HPV vaccination through cervical cancer risk perception,But the risk perception of HPV vaccine has no effect in this study.According to the results,this study proposes suggestions for optimizing the health communication strategy of social media from the perspective of giving full play to the channel role of social media to disseminate health information,improving social media trust and objectively spreading health risk information.