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本研究以饮食行为倾向为切入点,通过实验法来考察饮食健康信息对受众饮食行为倾向的影响。结果显示,饮食信息对受众的行为倾向具有显著影响;但信息的情感诉求(正面/负面)以及信息来源的权威与否,对受众影响程度的差异却并不显著。进一步分析发现,受众对信息的信任度、知晓度都能对其倾向产生一定的影响,即受众对信息越信任,越有可能做出相应的行为改变;而原先对某些饮食信息并不了解的受众,在接受了相关信息后,其行为倾向也更容易发生变化。
In this study, the eating behavior tendency as the starting point, through experimental methods to examine the impact of dietary health information on the audience’s dietary behavior. The results showed that the dietary information had a significant effect on the behavioral tendencies of the audiences. However, the differences in the degree of impact on the audiences were not significant for the emotional appeal (positive / negative) of the information and the authority of the information sources. Further analysis found that the audience’s trust and awareness of information can all have an impact on their tendency, that is, the more the audience trusts the information, the more likely it is to make the corresponding behavioral changes; while the original knowledge of some dietary information is not known Of the audience, after receiving the relevant information, their behavioral tendencies are also more likely to change.