건강예방접종 뉴스의 메시지 유형 및 프레이밍이 예방행동의도와 태도에 미치는 영향위험인식의 매개효과를 중심으로

초록

This study examines the effects of message type (numerical vs. narrative) and framing (gain vs. loss) in health vaccination news on preventive behavioral intention and message attitudes, as well as the potential mediating role of risk perception. Seasonal influenza vaccination was selected as a model case due to its pronounced seasonality and fluctuation in perceived risk. A 2×2 online experiment using news article-style stimuli was conducted with a nationwide sample of 300 adults in South Korea. The results indicate that numerical messages generated significantly higher preventive behavioral intention and more favorable attitudes than narrative messages. In contrast, neither the main effect of framing nor the interaction effect between message type and framing reached statistical significance. Risk perception did not mediate the relationship between message characteristics and preventive behavioral intention in the full sample. However, the association between risk perception and preventive behavioral intention tended to be relatively stronger among older respondents and those with children, suggesting possible audience differences. Overall, this study provides empirical implications for designing more context-sensitive and targeted health vaccination communication strategies.

키워드