中英成年人季节性流感疫苗接种决策的跨文化比较研究:基于随机干预实验的证据  

A Cross-Cultural Comparative Study on Seasonal Influenza Vaccination Decision-Making among Chinese and British Adults:Evidence from a Randomized Intervention Experiment

作　　者：张潇潇 陈伟军[2] ZHANG Xiaoxiao;CHEN Weijun

机构地区：[1]北京交通大学语言与传播学院 [2]暨南大学新闻与传播学院

出　　处：《西南交通大学学报(社会科学版)》2025年第1期41-56,共16页Journal of Southwest Jiaotong University(Social Sciences)

基　　金：北京交通大学人才基金项目“混合信息框架视角下流感疫苗推广信息的说服策略和效果研究——一项大型的跨国实验项目”(KHXKRCW230003532)。

摘　　要：提高健康干预效果需要立足目标人群的文化价值观。本研究以中英两国成年人为实验被试,以季节性流感疫苗为主题,利用目标框架和文化框架的实验信息设计,探索不同的信息框架对两国成年人疫苗接种态度和意愿的影响。随机干预实验(N=825)结果证实,当信息中所蕴含的文化价值观与个体的文化价值取向契合时,说服效果显著。组合框架(文化框架+目标框架)对中英公众疫苗接种态度和意愿产生交互影响。本研究提出应从多元文化形态中的“个体文化倾向”而非“国别和种族群体”来设计健康干预策略。另外,鉴于中英两国年轻一代中越来越突出的集体主义和社群主义价值取向,本研究建议在健康干预中应更加重视共同价值观和核心价值观的积极作用,以促进健康行为的养成。Improving the effectiveness of health interventions requires a deep understanding of the cultural values of the target population.This study focuses on adults from China and the UK as experimental subjects,with seasonal influenza vaccination as the theme.Utilizing experimental information designs based on goal framing and cultural framing,we explore the impact of different messaging frameworks on adults'attitudes towards vaccines and their willingness to be vaccinated in both countries.The results of a randomized intervention experiment(N=825)confirm that the persuasiveness is significantly enhanced when the cultural values embedded in the message align with individuals'cultural value orientations.The combined framework(cultural framing+goal framing)also exerts an interactive influence on the vaccination attitudes and intentions of the Chinese and British public.This study proposes that health intervention strategies should be designed based on“individual cultural orientations”within multicultural contexts,rather than solely relying on“national and ethnic groupings”.Additionally,given the increasingly prominent collectivist and communitarian value orientations among the younger generation in both China and the UK,this study suggests that greater emphasis should be placed on the positive role of shared values and core values in health intervention practices,to facilitate the formation of healthy behaviors.

关 键 词：个人主义和集体主义 季节性流感疫苗 劝服策略 文化框架 目标框架 

分 类 号：G63[文化科学—教育学]