Effects Of Media Breastfeeding Information Characteristics Based On Health Beliefs Model On Breastfeeding Behavior

Under the background of the "healthy China" strategy and the implementation of the "universal two-child" policy,the number and population of maternal and infant families in China have been increasing steadily.Breast milk is the best natural food for newborns,and breastfeeding is important for the health of both mother and baby.However,according to the survey,the rate of exclusive breastfeeding within six months is far lower than the world average,so it is urgent to improve the rate of breastfeeding.This study used the health belief model,maternal in guangzhou area as investigation object,through questionnaire survey and depth interview method,analysis of different media information on maternal breastfeeding breast-feeding belief and behavior,the influence of the mode of transmission in order to optimize the breastfeeding information,improve maternal breastfeeding information trust,increase the rate of breastfeeding,promote maternal and child health.Through statistical analysis of questionnaires,this study found that the research based on the health belief model showed that maternal respondents generally held a supportive attitude towards breastfeeding,while the perception of trust and adequacy of breastfeeding information provided by different media channels would affect their breastfeeding beliefs and behaviors.Among them,the occupation and income of the respondents had a greater influence on breastfeeding beliefs.Through regression analysis found that perceived usefulness of information,self-efficacy,action leads to breastfeeding behavior have a significant positive influence on perceived severity,perceived the obstacle of the information will be remarkable negative effect on breastfeeding behavior,information fully and trust will be significant positive influence on breastfeeding behavior change.Thus,the health beliefs model can to some extent explain and predict maternal breastfeeding behavior.Based on the health beliefs model,maternal access to breastfeeding information and the formation of health beliefs are key to promoting maternal breastfeeding behavior.In order to improve the rate of breastfeeding and promote breastfeeding in pregnant women,it is necessary to enhance the dissemination of breastfeeding information in traditional media and medical institutions,which can be combined with new media channels to standardize and improve the scientific nature of breastfeeding information on social media and give play to their respective advantages.At the same time,it is necessary to combine the preferences of post-80 s and post-90 s pregnant and postnatal women to form a personalized channel for the dissemination of breastfeeding information,so as to ensure that pregnant and postnatal women get enough and sufficient breastfeeding information,improve breastfeeding confidence and conduct breastfeeding scientifically.