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dc.contributor.advisor한미정-
dc.contributor.authorWUYANPEI-
dc.date.accessioned2019-08-23T16:40:41Z-
dc.date.available2019-08-23T16:40:41Z-
dc.date.issued2019. 8-
dc.identifier.urihttp://dcollection.hanyang.ac.kr/common/orgView/000000110298en_US
dc.identifier.urihttp://repository.hanyang.ac.kr/handle/20.500.11754/109681-
dc.description.abstractWith the continuous development of social media and the diversity of its contents, if food safety SNS messages of government prefer to quickly spread widely and cause significant influences, which makes improving of individuals’ message acceptance as a key task in health communication analysis. The design and delivery of effective health promotion messages is an important concern for health communication scholars and practitioners. This thesis examined the effects of threat label (i.e., the labels of assigned to a health threat) and message format (ie., short video or pictures) on individuals’ acceptance of food safety SNS messages of the Chinese government. Participants (N = 143) filled out an experimental questionnaire adapted from real mews reports, about cancer or Primary Malignant Tumor and the message was delivered in text with short video or pictures. Compared to the label Primary Malignant Tumor, the label caner increased individual’s perceptions of threat susceptibility and threat severity, also resulting in higher message acceptance. Message acceptance was mediated by threat susceptibility and threat severity. The combination of frames (picture) were not found to be more effective than the frame (Mini video) . These findings suggest that the success of persuasive health messages depends on n message content (i.e., threat labels).-
dc.publisher한양대학교-
dc.titleA study on characteristics of food safety SNS messages of the Chinese government and their effects on message acceptance-
dc.title.alternative중국정부 SNS 식품 안전 메시지의 특징과 수용자의 메시지 수용에 관한 연구-
dc.typeTheses-
dc.contributor.googleauthor오언패-
dc.contributor.alternativeauthor오언패-
dc.sector.campusS-
dc.sector.daehak대학원-
dc.sector.department광고홍보학과-
dc.description.degreeMaster-
dc.contributor.affiliationAdvertising and public relationship-
Appears in Collections:
GRADUATE SCHOOL[S](대학원) > ADVERTISING & PUBLIC RELATIONS(광고홍보학과) > Theses (Master)
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