Online media use and HPV vaccination intentions in mainland China: integrating marketing and communication perspectives to improve public health

Guolan Yang, Jessica Gall Myrick

Research output: Contribution to journalArticlepeer-review

1 Scopus citations

Abstract

This study investigates the role of media in shaping human papilloma virus vaccination intentions in mainland China by applying both communication and marketing-focused theoretical frameworks in order to better understand ways to increase vaccine uptake across young men and women in China. An online survey (N = 359) revealed direct effects of online information consumption on perceived scarcity of the vaccine, as well as an indirect effect via perceived influence of media on others. Scarcity perceptions, in turn, predicted vaccine attitudes and behavioral intentions. Additionally, gender differences emerged in the data. Compared with women, men's intent to be vaccinated were not high, even if they realized the vaccine shortage. Implications for theory and practice are discussed.

Original languageEnglish (US)
Pages (from-to)110-122
Number of pages13
JournalHealth education research
Volume35
Issue number2
DOIs
StatePublished - Apr 1 2020

All Science Journal Classification (ASJC) codes

  • Education
  • Public Health, Environmental and Occupational Health

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