Title

探討訊息型態對民眾大腸直腸癌篩檢行為意向的影響及調節作用

Translated Titles

The Influence and Moderating Effects of Message Frame on Behavior Intention to Take a Colorectal Cancer Screening

Authors

沈宛伶

Key Words

大腸直腸癌篩檢 ; 訊息型態 ; 個人知覺障礙 ; 行為意向 ; colorectal cancer screening ; message frame ; perceived barrier ; behavior intention

PublicationName

中國醫藥大學醫務管理學系碩士班學位論文

Volume or Term/Year and Month of Publication

2013年

Academic Degree Category

碩士

Advisor

楊文惠

Content Language

繁體中文

Chinese Abstract

研究背景與動機:近年由於國人飲食西化等因素讓大腸直腸癌罹患人數急遽攀升並造成死亡,因此國民健康局從民國99年開始提供50至69歲的民眾二年一次免費糞便潛血檢查但推廣至今成效不顯著。因此以不同型態的訊息來探討民眾接受大腸直腸癌篩檢的行為意向是否有所不同,以做為健康資訊傳播的促進。 研究方法:以中部某醫學中心為取樣機構,利用批價掛號櫃台燈號以系統抽樣方式選取門診病患為研究對象並隨機分配至兩類訊息型態分組中,有效樣本數為350位,根據自行設計之正負向訊息型態之結構式問卷進行實驗設計研究。以SPSS18.0軟體進行描述性統計、階層迴歸分析,探討大腸直腸癌篩檢認知、個人知覺障礙與不同的訊息型態對民眾接受大腸直腸癌篩檢行為意向的影響性,並進一步探究訊息框架的調節效果。 研究結果:分析結果顯示當民眾接收到負向訊息比接收到正向訊息更能激發行為意向的產生,而且負向訊息在削弱個人知覺障礙對行為意象的負面影響關係上比正向訊息來的有用,所以對大腸直腸癌篩檢個人知覺障礙高的民眾給予負向訊息可能比給予正向訊息對其行為意向的影響有較為顯著的效果。另外,結果也顯示大腸直腸癌篩檢認知越高、教育程度越高、家庭收入越高、自覺健康狀況越差、有癌症家族病史與自身罹患癌症經驗也是影響民眾大腸直腸癌篩檢行為意向的因素,對於接受大腸直腸癌篩檢的行為意向較高。 結論與建議:由於負向訊息對於激發民眾接受大腸直腸癌篩的行為意向有較為顯著的效用,即使是高知覺障礙民眾也是如此。因此,衛生主管機關或相關醫療機構可多利用負向訊息研擬文宣來對民眾宣導大腸直腸癌篩檢的重要性,也藉機增進民眾對其篩檢的認知與了解,再加上醫療專業人員適時的鼓勵、說明降低民眾知覺障礙的程度,希望能增加民眾接受篩檢的比例與意願,有效降低大腸直腸癌發生率及死亡率。

English Abstract

Background: In recent years, people who were diagnosed of colorectal cancer have increased drastically because of westernized diet. Therefore, Bureau of Health Promotion, Department of Health, R.O.C. provided a biennial and free fecal occult blood test to 50-69 year-old people from 2010. However, the effect wasn’t significant. Thus, we want to investigate whether people’s intentions to accept the test will be dissimilar if we use different message transmission. We hope to promote the transmission of health information. Method: We chose one medical center in Taichung to be the sampling institution, using the systematic sampling to choose patients as our targets, and randomly divided them into two types which were called gain-message and lose-message. We had 350 effective samples, did the research by the structured questionnaires, and used Windows for SPSS 18 to conduct descriptive statistics as well as hierarchical regression analysis. We discussed the tendency to the public acceptance for colorectal cancer screening by knowledge for colorectal cancer, individual’s perceived barriers and message frames. We also want to know the moderating effect of message frames. Result: We find that people have higher behavior intention when getting lose-message frame rather than gain-message frame. Particularly, lose-message frame is useful than gain-message frame to cripple perceived barriers effect on behavior intention. Thus, people with high perceived barriers correspond to this result and have the significant effect on their behavior. In addition, People also have higher behavior intention when having higher knowledge for colorectal cancer, higher education, higher household income, worse health and family history or experience of cancer. Conclusion: We find that that loss-message is easier to encourage people to accept the test. Thus health authority or the relevant medical institutions are able to use more lose-message to raise our awareness and understanding of the importance of colorectal cancer screening, and provide the adequate encouragement and explanation of medical professionals. We hope to decrease the extent of the public perceived barriers, increasing the rate and willing of fecal occult blood test so that we can effectively diminish the incidence and mortality of colorectal cancer.

Topic Category 醫藥衛生 > 醫院管理與醫事行政
管理學院 > 醫務管理學系碩士班
社會科學 > 管理學
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