| Gastric cancer,one of the most invasive cancers,has become the fourth leading cause of cancer-related deaths according to global cancer statistics in 2020.Nearly fifty percent of the global cases and deaths of gastric cancer occur in China.The heavy burden of gastric cancer not only causes the massive consumption of national medical resources and finances but also brings great pain to the patients and their families.Therefore,it is urgent to improve the public awareness of the preventive measures to reduce the incidence and mortality of gastric cancer.Media can provide audiences with the information about gastric cancer caused by Helicobacter pylori infection and preventive behaviors.Appropriate media information can help people to choose appropriate preventive and protective behaviors.However,the public may not adopt the expected behavior after receiving the related information,and different message framing have varied effects on the behaviors of information recipients.This paper aims to explore the influences of different media message framing on the public behavior of taking H.pylori detection to prevent gastric cancer.The extended parallel processing model(EPPM)was adopted in this study.A 2 ×2 × 2 factorial experiment was designed to examine the effects of self-oriented threat information(present vs.absent),other-oriented threat information(present vs.absent),and efficacy information(present vs.absent)on the behavioral willingness of the public to prevent gastric cancer.The statistical test was performed in SPSS to reveal the differences in media attention among different populations,and the message framing with significant persuasive effect was identified.The study generated the following results.(1)The old population and the population with poor educational attainment paid more attention to the information related to H.pylori through media and believed to know more about H.pylori.Compared with the rural population,the urban population tended to get the information about H.pylori through social media,and the two populations showed no significant differences in other aspects.(2)Self-oriented threat information,other-oriented threat information,and efficacy information had independent effects on guiding the public to take H.pylori detection.The interaction between self-oriented threat information and other-oriented threat information and that among self-oriented threat,other-oriented threat,and efficacy information had significant guiding effect on the public behavior.Moreover,the latter led to the greatest willingness of the public to take H.pylori detection. |
