TY - JOUR
T1 - Online media use and HPV vaccination intentions in mainland China
T2 - Integrating marketing and communication perspectives to improve public health
AU - Yang, Guolan
AU - Myrick, Jessica Gall
N1 - Publisher Copyright:
© The Author(s) 2020. Published by Oxford University Press. All rights reserved.
PY - 2021
Y1 - 2021
N2 - This study investigates the role of media in shaping human papilloma virus vaccination intentions in mainland China by applying both communication and marketing-focused theoretical frameworks in order to better understand ways to increase vaccine uptake across young men and women in China. An online survey (N ¼ 359) revealed direct effects of online information consumption on perceived scarcity of the vaccine, as well as an indirect effect via perceived influence of media on others. Scarcity perceptions, in turn, predicted vaccine attitudes and behavioral intentions. Additionally, gender differences emerged in the data. Compared with women, men's intent to be vaccinated were not high, even if they realized the vaccine shortage. Implications for theory and practice are discussed.
AB - This study investigates the role of media in shaping human papilloma virus vaccination intentions in mainland China by applying both communication and marketing-focused theoretical frameworks in order to better understand ways to increase vaccine uptake across young men and women in China. An online survey (N ¼ 359) revealed direct effects of online information consumption on perceived scarcity of the vaccine, as well as an indirect effect via perceived influence of media on others. Scarcity perceptions, in turn, predicted vaccine attitudes and behavioral intentions. Additionally, gender differences emerged in the data. Compared with women, men's intent to be vaccinated were not high, even if they realized the vaccine shortage. Implications for theory and practice are discussed.
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U2 - 10.1093/HER/CYAA002
DO - 10.1093/HER/CYAA002
M3 - Article
C2 - 32053153
AN - SCOPUS:85082342305
SN - 0268-1153
VL - 35
SP - 110
EP - 122
JO - Health education research
JF - Health education research
IS - 2
ER -