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건강정보 탐색의도 예측에 있어 태도의 매개효과 및 주관적 건강지식의 조절효과 분석 : 조혈모세포 기증희망등록 캠페인에의 적용

Analyzing the Mediating Effect of Attitude and Moderating Effect of Subjective Health Knowledge in Predicting Health Information Seeking Intention: Application to Hematopoietic Stem Cell Donor Registration Campaigns

박한나|진범섭
한국광고PR실학회 (The Korean Advertising & PR Practitioners Society)|2023.11|광고PR실학연구 (Journal of Practical Research in Advertising and Public Relations)|제16권 제4호|pp. 170-198|DOI 10.21331/jprapr.2023.16.4.007

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키워드

태도AttitudesPast Behavior헬스 커뮤니케이션건강정보탐색Health Communication건강지식Health KnowledgeSubjective Knowledge주관적지식과거행위조혈모세포기증Health Information SeekingHematopoietic Stem Cell Donation

초록

건강정보탐색과 같은 커뮤니케이션 활동은 건강증진과 질병예방이라는 효과를 직간접적으 로 기대할 수 있다. 개인적･사회적 건강증진과 관련된 다양한 이론들 가운데 건강정보 탐색행위에 관한 선행요인들 역시 검토되고 있다. 본 연구는 조혈모세포 기증관련 정보의 중요성에 주목하면서 건강정보탐색에 미치는 여러 선행요인들 중 과거행위, 태도, 건강정보 탐색의도 간의 관계성을 고찰하고자 하였다. 구체적으로, 조혈모세포 기증이나 이식에 관한 과거의 정보탐색행위가 관련태도를 매개로 조혈모세포 기증･이식 관련정보 탐색의도 에 영향을 끼칠 수 있는지를 검증하였다. 또한 주관적 건강지식이 태도와 탐색행위의도 간에 미치는 조절효과를 확인하고자 하였다. 편의표집된 대학생들을 대상으로 설문조사를 실행한 결과, 조혈모세포 기증이나 이식에 관한 과거의 정보탐색행위는 정보탐색에 대한 태도를 매개로 관련정보 탐색의도에 정적인 영향을 끼치고 있었다. 그리고 주관적 건강지식 의 유의미한 조절효과를 확인하였는데, 주관적 건강지식이 낮은 집단에서 정보탐색에 대한 태도가 탐색의도에 미치는 영향력이 더욱 크게 나타나는 경향성이 나타났다. 본 연구의 이론적･실무적 시사점은 헬스커뮤니케이션 학자들과 캠페인 실무가들이 조혈모세 포 기증희망등록 캠페인전략 계발에 있어 관련정보탐색에 대한 경험제공, 긍정적 태도형성, 그리고 주관적 지식의 효과적인 사용에 주목해야 한다는 점이다.

Abstract

Health information-seeking behaviors, as forms of communication activities, can be expected to have direct and indirect effects on health promotion and disease prevention. Among the various theories related to individual and social health promotion, the antecedents of health information seeking behavior have also been examined. Focusing on the importance of information related to hematopoietic stem cell donation, this study aimed to examine the relationship between past behavior, attitude, and intention to seek health information among various antecedents of health information seeking. Specifically, this study examined whether past information-seeking behaviors related to hematopoietic stem cell donation and transplantation can influence the intention to seek information on hematopoietic stem cell donation and transplantation via related attitudes. Moreover, the study tested the moderating effect of subjective health knowledge on the relationship between attitude and behavioral intention to seek health information. A survey was conducted among conveniencesampled university students. The results showed that past information seeking behavior on hematopoietic stem cell donation and transplantation had a positive effect on intention to seek related information through attitude toward information seeking. Also, a significant moderating effect of subjective health knowledge was found, with a tendency for attitude toward information seeking to have a greater effect on intention to seek in groups with low subjective health knowledge. The theoretical and practical implications of the study suggest that health communication scholars and campaign practitioners should pay attention to the provision of experiences related to seeking information on stem cell donation and transplantation, the formation of positive attitudes, and the effective use of subjective knowledge in developing campaign strategies for stem cell donor registration.

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