Astudy On Factors Influencing The Acceptability Of Chinese Children's Sex Education Picture Books Based On TAM/TPB Integrated Model

Sex education for children plays an important role in helping children to form correct sexual concept,establish correct gender awareness,grasp scientific knowledge of sexual physiology and form positive and healthy values.However,due to the traditional concept,parents and teachers tend to keep silent on the topic of "sex",and many attempts to educate children about sex have failed.Picture books,as children's favorite literary form,transfer knowledge and information to children in the way of picture and text,which is one of the important carriers of children's sex education.Therefore,in order to help children's sex education better,it is urgent to clarify the factors that affect the acceptance of children's sex education by our consumers.First of all,on the basis of consulting the relevant literature,combined with the purposes of this study,the "Children's Sex Education Picture Book" and its consumers are specifically defined.At the same time,using data collection software to collect the data of children's sex education picture books,on this basis,to analyze the status quo and content characteristics of our country's children's sex education picture books.Subsequently,through empirical research methods,the study included parents with children under the age of 6(including 6 years)and married people without children.Based on 7 variables of TAM and TPB model: behavioral attitude,subjective norm,perceived behavioral control,perceived usefulness,perceived usefulness,perceived usefulness,and behavioral intention,two new influencing factors,namely,picture book quality and children's individual factors,are introduced,and a theoretical model of influencing factors of children's sexual education picture book acceptance is proposed.Finally,416 valid sample data were collected by online questionnaire survey,and the reliability and validity of the questionnaire were tested by SPSS21.0 software,and the final data were analyzed descriptively.The results show that behavioral attitude,subjective norms,perceived usefulness,picture book quality and children's individual factors have a significant positive impact on consumers' intention to buy sex education picture books,while perceptual behavioral control has no effect on them.At the same time,based on the results of the above empirical analysis,it is proposed to do a good job in market segmentation,improve book topic selection;optimize the team of authors to create high-quality content;use integrated media technology to improve content availability;use network advantages to expand distribution channels Four suggestions.