| Innovation can only realize its economic value and social value if it is widely diffused in the social system.Since the landmark invention of the cervical cancer vaccine,the first vaccine in human history that can prevent cancer,came into being in 2006,the awareness rate of cervical cancer among the Chinese public and the attitude towards vaccination have been at a low level.The reason is that the innovation and diffusion of cervical cancer vaccine is not enough.Therefore,nowadays,network communication has become the main channel of innovation diffusion.It will be of great practical significance to improve the research and practice of innovation diffusion of cervical cancer vaccine in China’s network and strengthen the research of innovation diffusion of cervical cancer vaccine in network communication.Cervical cancer vaccine is a medical innovation.The diffusion of medical innovation is reflected in the change of individual’s health attitude or behavior.In view of this,this study in the context of the reality of China’s Internet space,from the factors influencing the innovation diffusion and the influence factors of individual health attitude and behavior change two aspects of the influence factors of the attitude toward individuals adopt cervical cancer vaccine research,according to the theory of diffusion of innovation and individual health attitude and behavior change on the basis of the related theory,through the network questionnaire to collect data,using SPSS analysis software for the collection of data analysis,to explore individual influence factors of the diffusion and adoption attitude of cervical cancer vaccine.In this study,through the analysis of the questionnaire recovery data concluded: cervical cancer vaccine relative superiority,ease of use and observability,and an individual’s perceived susceptibility to cervical cancer and perceived severity directly positive influence on the individual diffusion and adoption attitude towards cervical cancer vaccine,and the compatibility of the cervical cancer vaccine will play a positive influence to individual diffusion and adoption attitude,but the impact is very small.That is,if individuals become more aware of their susceptibility to cervical cancer,the serious consequences of cervical cancer,the advantages of the vaccine in distinguishing other preventive measures,and the convenient vaccination methods,they will tend to adopt the cervical cancer vaccine.This study thinks that the cervical cancer vaccine at a later date,and other health communication of medical innovation,should fully use the network transmission is an important channel,from the factors influencing the innovation diffusion and the influence factors of individual health attitude change to transmission of medical innovation,especially for disease susceptibility and severity,and the relative superiority of medical innovation,ease of use and observability,thus promote the diffusion of medical innovation,let can really realize their social value: help the public to make the scientific health decisions,promote the health of China’s construction.This study has practical significance in promoting the spread of cervical cancer vaccine.The conclusions drawn from the research on the influencing factors of individual diffusion and adoption of cervical cancer vaccine can be directly used to guide the diffusion of cervical cancer vaccine in the domestic cyberspace,help medical institutions and government departments to promote cervical cancer vaccine,improve the awareness rate of cervical cancer and the vaccination rate of cervical cancer vaccine;Second,this study on innovation diffusion of cervical cancer vaccine this particular study,increasing the individual health attitude and behavior change research dimensions,further enrich the research Angle of view of health communication and influence factors,provides the reference for other health communication study,for the diffusion of innovation theory provides the reference for the development and perfection. |
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