PurposeBased on the examination of the roles of message framing and evidence type, this study made an analysis of the promotion methods of intention and information need towards HPV vaccination.Design/methodology/approachThe study conducted a 2 (gain-framed messages vs loss-framed messages) × 2 (statistical evidence vs narrative evidence) quasi-experimental design built upon theories of message framing and evidence type. This experiment recruited college students who were not vaccinated against HPV as participants. The analysis of variance (ANOVA), the analysis of covariance (ANCOVA), and the independent sample T-test were used to test the hypotheses.FindingsThe results (N = 300) indicate that (1) Loss-framed messages will lead to a more favorable intention towards HPV vaccination than gain-framed messages. (2) Statistical evidence will lead to a more explicit information need than narrative evidence. (3) Message framing and evidence type will interact and (a) for statistical evidence, loss-framed messages will lead to a more favorable intention towards HPV vaccination than gain-framed messages and (b) for narrative evidence, gain-framed messages will lead to a more favorable intention towards HPV vaccination than loss-framed messages. (4) Message framing and evidence type will interact and (a) for loss-framed messages, statistical evidence will stimulate more explicit information need of HPV vaccination than narrative evidence and (b) for gain-framed messages, narrative evidence will stimulate more explicit information need of HPV vaccination than statistical evidence.Originality/valueThis paper can help to further understand the important roles of message framing and evidence type in health behavior promotion. The study contributes to the literature on how health information can be well organized to serve the public health communication and further enhance the health information service.

Online health communities (OHCs) offer users the opportunity to share and seek health information through these platforms, which in turn influence users’ health decisions. Understanding what factors influence people’s health decision-making process is essential for not only the design of the OHC, but also for commercial health business who are promoting their products to patients. Previous studies explored the health decision-making process from many factors, but lacked a comprehensive model with a theoretical model. The aim of this paper is to propose a research model from the situational theory of problem solving in relation to forecasting health behaviors in OHCs. An online questionnaire was developed to collect data from 321 members of online health communities (HPV Tieba and HPV vaccina Tieba) who have not received an HPV vaccination. The partial least squares structural equation modeling (PLS-SEM) method was employed for the data analysis. Findings showed that information selection and acquisition is able to forecast HPV vaccination intentions, perceived seriousness and perceived susceptibility can directly impact HPV vaccination intention and have an indirect impact by information selection and acquisition, and perceived message credibility indirectly affected HPV vaccination intention via information selection. The current paper supports health motivations analysis in OHCs, with potential to assist users’ health-related decision-making.

No abstract

No abstract

No abstract