Journal of Jishou University(Natural Sciences Edition) ›› 2022, Vol. 43 ›› Issue (1): 64-76.DOI: 10.13438/j.cnki.jdzk.2022.01.010

• Economy and management • Previous Articles     Next Articles

On Influencing Factors of Health Behavior Change of Rural Residents in Underdeveloped Areas:Model Construction Based on Theory of Planned Behavior

GONG Fangmin,GONG Zhuliu   

  1. (College of Literature and Journalism,Jishou University,Jishou 416000,Hunan  China)
  • Online:2022-01-25 Published:2022-05-16

Abstract: We collected the data of rural residents in underdeveloped western Hunan through a questionnaire survey and in-depth interviews.Based on the data analysis,this paper analyzed the internal mechanism of farmers' health behavior change in the post-poverty alleviation era.Different from previous studies,this study attempts to integrate media use and health knowledge into the theoretical model of planned behavior and explores the influence of media use on farmers' health behavior through a structural equation model.The results show that:The use of media has a significant positive impact on rural residents' health behavior,and also has an indirect impact on health behavior through self-efficacy,behavioral attitude and subjective norms;Social media is an effective channel for the change of rural residents' health behavior;The unhealthy behaviors of rural residents mainly focus on smoking,drinking and eating preserved food by a positive attitude towards these behaviors.Cultural customs and power demands are the factors that are difficult to change unhealthy behaviors;The role of health knowledge is not significant,and there may be mediating variables from health knowledge to health behavior,and the proliferation of pseudo-health information that makes it difficult to achieve health knowledge adoption and thus does not lead to changes in poor health behavior.

Key words: media use, health behavior, self-efficacy, behavior attitude, subjective norm

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