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위험지각태도와 규범이 자궁경부암 예방행동의도에 미치는 영향에 대한 연구 -우리나라 여대생을 대상으로 한 RPA 모델 적용을 중심으로-

A Study on the Effects of Risk Perception Attitudes and Subjective Norm on the Preventive Behaviors of Cervical Cancer -Testing RPA Framework on Korean College Women-

유선욱|조성은
한국PR학회 (Korean Academic Society For Public Relations)|2011.02|PR연구 (Journal of Public Relations)|제15권 제1호|pp. 58-98|DOI 10.15814/jpr.2011.15.1.58

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참고문헌

키워드

정보추구효능감백신접종주관적 규범지각된 위험RPAsubjective norminformation seekingperceived risk건강 캠페인efficacy belief자궁경부암 예방cervical cancer prevention위험지각태도모델헬스 커뮤니케이션 캠페인HPV vaccinationrisk perception attitude framework
주제분류신문방송학

초록

본 연구는 위험지각태도모델을 우리나라 여대생들의 자궁경부암 예방행동에－예방백신 접종의도 및 정보추구의도－적용하는 한편, 선행연구들에서 건강행동결과에 영향을 미치는 사회적 맥락 요인으로서 규범 변인을 추가하여 위험지각태도모델을 확장하고자 했다. 위험지각태도모델(RPA Framework: Risk Perception Attitude Framework)은 질병에 대한 ‘지각된 위험’과 건강행동에 대한 ‘효능감’의 정도에 따라 나눈 4개의 태도집단－반응집단(responsive attitude group), 회피집단(avoidance attitude group), 상황주도집단(proactive attitude group), 무관심집단(indifference attitude group)－이 건강행동에 있어 차이를 보인다고 가정한다. 연구결과, 4개의 태도집단들은 여대생들의 자궁경부암예방행동－자궁경부암 정보추구의도 및 예방백신 접종의도－에 있어 집단 간차이가 있는 것으로 분석되었다. 반응집단(고위험/고효능)의 예방행동의도가가장 높았고, 무관심집단(저위험/저효능)의 예방행동의도가 가장 낮은 것으로나타났다. 또한 지각된 위험, 효능감, 주관적 규범은 예방행동에 대해 각각 주효과를 미치는 것으로 나타났고, 상호작용 효과는 예방백신 접종의도에 있어 지각된 위험과 주관적 규범 간에서만 발견되었다. 주관적 규범의 인식정도에 따른 예방백신 접종의도의 차이는 4개의 태도 집단 중 상황주도집단과 무관심집단에서만 유의미했고, 정보추구의도에 있어서는 4개의 태도 집단 모두에서 차이가나타났다. 이러한 연구결과는 건강커뮤니케이션 캠페인에서 위험지각태도모델이 대상 공중에 맞는 커뮤니케이션 전략을 계획하는 이론적 틀로서 유용하다는것을 검증하고 있으며, 동질적 특성의 공중이라 할지라도 그들의 태도에 따라세분화된 메시지 전략이 필요함을 보여주고 있다. 또한 자궁경부암 예방행동을이끄는데 있어 기존의 태도 변인 외에 사회적 맥락으로서의 규범의 역할이 중요함을 시사해 주고 있다.

Abstract

The risk perception attitude(RPA) framework posits that 4 different attitudinal groups(responsive attitude, avoidance attitude, proactive attitude,indifference attitude) characterized by perceived risk and efficacy beliefs have differences in preventive health behaviors. This study tested the moderating effects of efficacy beliefs and the differences between 4attitudinal groups in preventive behaviors of cervical cancer among university women. To extend the purview of the RPA framework, it additionally examined the role of subjective norm as a social influence with two variables-perceived risk and efficacy beliefs- in the RPA framework. Data(N=309) were collected from women university students in Seoul. Results pertaining to 2 preventive behaviors, intention to HPV vaccination and intention to seek information, are reported in this study. The interaction effects between perceived risk and efficacy beliefs were not significant, and 4 attitudinal groups had significant differences in intention to HPV vaccination and intention to seek information. The responsive group had the strongest intention, and the indifferent group had the weakest intention in both preventive behaviors. Furthermore, the main 98effects of perceived risk, efficacy belief and subjective norm, were found in both preventive behaviors, and the interaction effect between perceived risk and subjective norm was found only in intention to HPV vaccination. The differences in intention to HPV vaccination between the university women with high and low subjective norm were significant in the proactive group and indifferent group. Implications of health campaign for prevention of cervical cancer are discussed, particularly the need to segment attitudinal groups and to specify messages to each group. Also, the campaign strategies to induce HPV vaccination and information seeking by enhancing subjective norm in 4 attitudinal groups are suggested.

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