July 9, 2022 • 09:40 - 09:50 | Saturday
Parallel 2 - Zhumu Conference: 636964413 : Zhumu Conference: 636964413
Parallel 2: Technology and cross-cultural communication for health

Drinking is a worldwide health issue. The consumption of alcohol not only causes more health problems (e.g. high blood pressure, heart diseases, cancer, etc.), but also results in an estimated 4% of the global disease burden. Considering the severity of alcohol-related problems, many alcohol control policies are launched. Public support may significantly influence the effectiveness of such policies. Inspired by the theory of Health Action Process Approach (HAPA), this study investigates a mechanism by which eHealth communication rallies support for stricter alcohol regulation by instilling belief that alcohol causes cancer. A mediated model was proposed, of which both legs were predicted to be positive. Self-efficacy was predicted to moderate positively the effect of eHealth communication on belief that alcohol causes cancer, such that higher level of eHealth communication shows more positive effect on the belief of those with higher efficacy.


The predicted model of moderated mediation was supported by data from over 3,800 responses to HINTS 5, Cycle 4, 2020, USA. By a process-and-product analysis, the mediation was classified as indirect-only, and over 65% of the total effect of eHealth communication on public support for stricter alcohol regulation was attributable to the mediation by the belief that alcohol causes cancer. The moderation was identified as complementary – while more communication predicts stronger belief for most of the respondents, the association was stronger for those reporting higher efficacy. Also, the indirect effect of eHealth communication on public support for stricter alcohol regulation through the belief that alcohol causes cancer also depended on the level of self-efficacy. Results evidence the vital role of self-efficacy in strengthening effects of eHealth communication, and also support the cognitive intervention-belief-attitude path in the context of alcohol control. Both theoretical and practical implications are discussed.



Authors
  • AO Song

    University of Macau
  • Wang Zijun

    University of Macau
  • Liping Liu

    University of Macau
  • Jizhou Ye

    University of Macau
  • Qian Xiao

    University of Macau
  • Xinshu Zhao

    University of Macau

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