应用创新扩散理论分析贵州妇女铁酱油购买行为  

Applying Diffusion of Innovation to analyze iron-fortified soy sauce purchase behavior among women in Guizhou

作　　者：孙昕霙[1] 郭岩[2] 汪思顺[3] 孙静[4] 

机构地区：[1]北京大学公共卫生学院社会医学与健康教育系,北京100083 [2]北京大学医学部公共卫生学院卫生政策与管理学系,北京100083 [3]贵州省疾病预防控制中心卫生监测检验所,贵州贵阳550004 [4]中国疾病预防控制中心营养与食品安全所,北京100050

出　　处：《中国健康教育》2008年第2期85-88,共4页Chinese Journal of Health Education

基　　金：全球营养改善联盟项目(NoNFA-CHN-FE-2003-01-00)

摘　　要：目的探讨铁酱油在贵州城乡社区居民中的扩散特征及其影响因素。方法对贵州铁酱油干预项目进行追踪调查,共调查1115名妇女,其中城市537人,农村578人。应用创新扩散理论描述铁酱油扩散曲线并进行采用者的分类。结果到追踪调查时点,283人(25.4%)购买了铁酱油,其中创新者27人(2.4%),早期采用者149人(13.4%),早期多数107人(9.6%)。与未采用者相比,创新者、早期采用者以及早期多数的年龄更轻、受教育程度更高,铁酱油知识更丰富、认知更明确、自觉补铁的必要性更大、采纳健康行为的认同感更强烈、外部控制感更好、行为的障碍更少、行为意向更强。结论铁酱油自身的相对优势、兼容性、较少的复杂性、可试验性,个体的年龄、教育、认知/态度/意向是影响创新扩散的主要因素。Objective To explore the characteristic and influencing factors of diffusion of iron-fortified soy sauce （FeSS） among urban or rural residents in Guizhou. Methods Follow-up survey of community-based intervention trial in Guizhou was conducted among 1115 women （including 537 urban women and 578 rural women ）. The theory of Diffusion of Innovation was applied to describe the diffusion curve of FeSS and to classify the adopters. Results By the follow- up time point, 283 women （25.4%） had bought FeSS. Among them, 27 women （2.4%） were innovators, others were early adopters （149, 13.4% ） and early majority （107, 9.6% ）. Compared with non-adopters, adopters, including innovators, early adopters and early majority were younger and with higher education, moreover, they had more knowledge of FeSS, higher perception of disease and need of iron supplement, stronger identity and exterior control, fewer barriers and stronger intention. Conclusion Relative advantage, compatibility, less complexity and trialability of FeSS itself, age, education and individual perception, attitude, intention are main factors affecting diffusion of innovation.

关 键 词：创新扩散 铁酱油 采用者 行为 

分 类 号：R193[医药卫生—卫生事业管理] R151.4[医药卫生—公共卫生与预防医学]