傳播管道與健康行為之關係研究：以嚼檳榔為例

The Relationship between Communication Channels and Health Behavior with betel-nut Chewing as an Example

葛梅貞(Mei-Chen Ko) ； 李蘭(Lee-Lan Yen) ； 蕭朱杏(Chuhsing K. Hsiao)

《中華公共衛生雜誌》 18卷5期 (1999/10) Pp. 349-362

https://doi.org/10.6288/CJPH1999-18-05-09

摘要

目標：本研究在瞭解臺灣地區成年人接收有關檳榔訊息的傳播管道及其與訊息接受者特性、檳榔之知識、態度及行為之關係。方法：以1996年台灣地區1652名成年人之家戶訪視資料進行分析。結果：(1)接收檳榔訊息之管道多為電視、報章雜誌及親友；(2)年齡較輕、教育程度較高、學生及白領階級者較多由報章雜誌、單張小冊、海報、書籍、演講及學校師長等管道接收檳榔訊息，而原住民及居住在東部、山地地區者，較多從親友、醫護衛生人員接收檳榔訊息；(3)曾從電視、醫護衛生人員得到檳榔訊息者，在檳榔危害知識測驗上之得分較高，反對嚼檳榔之態度亦較強；(4)曾從學校師長上課接收檳榔訊息者，嚼檳榔行為的比率較低。結論：建議檳榔訊息之宣導應針對不同的對象採取不同的訊息傳播管道及訴求，電視、報章雜誌及學校教育、醫護衛生人員之宣導管道應多加利用，以擴大檳榔危害訊息傳播的範圍及效果。

關鍵字

成年人 ； 檳榔 ； 傳播管道

並列摘要

Objectives: This research investigated the relationship among communication channels regarding betel-nut information, characteristics of the recipient, and betel-nut chewing knowledge, attitude and behavior. Method: A structured questionnaire was used to interview subjects in Taiwan from October, 1995 to February, 1996. Altogether, 1652 adults consisted the sample. Results: (1) The most frequently mentioned channels of betel-nut information were television, journals and relatives/friends. (2) Younger adults, who had a higher education, students or middle-class adults received betel-nut information from magazines, newsletters, brochures, posters, lectures and schooling. Aborigines, eastern Taiwan residents, and those who lived in mountainous areas frequently received betel-nut information from interpersonal channels (i.e., relatives/friends and health professionals). (3) Those who had received betel-nut information from television, magazines, and health professionals, tended to have higher scores in knowledge about betel-nut chewing. (4) Those who had received information from television, and health professionals, tended to have stronger attitude against the use of betel-nuts. (5) Those who had received betel-nut information in school were less likely to chew betel-nuts. Conclusions: According to these findings, it is recommended that betel-nut information be focused on people who are rarely exposed to the relative information. The right channels should be used to approach the recipients. Communication channels such as television, magazines, schooling, and health professionals should be used more frequently to disseminate information related to the harmfulness of betel-nut chewing.

並列關鍵字

adult ； betel-nut ； communication channel