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Lee, Jin-Woo
- Self-Efficacy Mediating Effect in Health Communication Campaign
Authors
1 Professor, Dept. of Advertising & PR Namseoul University, 91 Daehak-ro Seonghwan-eup Seobuk-guCheonan Chungnam, KR
Source
Medico-Legal Update, Vol 20, No 1 (2020), Pagination: 1716-1721Abstract
Background/Objectives: This study reflects the unique characteristics of health communication, which is basically based on interactive interactions, and communicates the effects of unintended communication stress and self-efficacy.
Method/Statistical Analysis: The subjects were 295 male and female students attending four-year colleges. Of the 295 respondents, 161 males accounted for 54.6% of the total, and did not focus on specific genders. The mean age was 24.3 year for men and 22.6 years for women. And also for the self- efficacy mediation effect, in Baron and Kenny (1986), the mediation effect was verified through three regression analysis.
Findings: This study is the unintended negative effect that occurs in the health communication campaign. In this relationship between the health communication stress and the effect of the health communication campaign, the stress of the health communication campaign depends on the importance of the stress situation and the control ability. The effects of the health communication campaign appear differently depending on how large the self-efficacy is felt. As the self-efficacy of health communication campaign stress increased, the negative effect of health communication campaign stress on the health communication campaign effect was expected to be smaller. However, the expectation that self-efficacy would play a moderating role in the relationship between health communication campaign stress and health communication campaign effect was not supported but rather mediated. The greater the stress of the health communication campaign, the smaller the effectiveness of the health communication campaign was expected to be.The regression analysis showed that the health communication stress had a negative effect on the goodwill of the health communication campaign.
Improvements/Applications: The purpose of study is to identify the role of self-efficacy in health campaign stress and to reduce the health campaign stress when it becomes a health campaign.
