심뇌혈관질환 캠페인 효과 제고를 위한 메시지 전략 연구: 메시지 증거 전략을 중심으로

초록

This study examines the campaign message evidence strategy for the prevention of cardiovascular disease and the effects of campaign message attitude, campaign persuasion effect, blood pressure management behavioral intention, and health care behavioral intention that may appear differently depending on gender and the presence or absence of cardiovascular disease. Through this, the main effect on the campaign effect and various types of interaction effects were verified. First, it was found that the effects of statistics-oriented messages and case-oriented messages examined by campaign message types on campaign effectiveness showed a significant difference in blood pressure management behavioral intentions. Next, the effect of the presence or absence of cardiovascular disease on the campaign effect was verified as showing a statistically significant difference in campaign attitude, campaign persuasion effect, blood pressure management behavioral intention, and health management behavioral intention. To explore this mechanism in more detail, the three-way interaction effect of campaign message evidence strategy, gender, and presence or absence of cardiovascular disease on campaign effectiveness was tested. As a result, it was possible to draw interesting conclusions showing that the message evidence strategy effect according to gender showed a different pattern depending on the presence or absence of cardiovascular disease. Precisely, a three-way interaction effect that was significant on campaign attitude, campaign persuasion effect, and blood pressure management behavioral intention was verified. Based on these various results, a customized message strategy for the public was proposed to enhance the effectiveness of the cardiovascular disease campaign.

키워드