欠发达地区农村居民健康行为改变的影响因素——基于计划行为理论的模型建构

通过问卷调查和深度访谈相结合的方法对欠发达的湘西地区农村居民进行数据采集，在数据分析的基础上，分析后脱贫时代农民健康行为改变的内在机理.与以往研究不一样，本研究尝试把媒介使用、健康知识纳入计划行为理论模型，通过结构方程模型探讨媒介使用对农民健康行为的影响.研究结果显示，媒介使用对农村居民健康行为有显著正影响，还通过自我效能、行为态度、主观规范中介变量对健康行为产生间接影响；社交媒体是影响农村居民健康行为改变的有效渠道；农村居民不良健康行为主要集中在抽烟、喝酒、吃腊制品，并对这些行为持肯定态度，文化习俗、权力诉求是不良健康行为难以改变的因素；健康知识作用不显著，健康知识到健康行为可能存在中介变量、伪健康信息泛滥等难以实现健康知识的采纳进而无法促成不良健康行为的改变.

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

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.