공중보건 커뮤니케이션 캠페인을 위한 계획된 행동이론과 집단적 효능감 검증: 성폭력 예방에의 적용

Abstract

The communication behaviors of human beings as independent objects and social animals should be understood from a multilateral perspective. This study approached sexual violence prevention from two perspectives. From an individual level, the study tested the effects of the primary variables of the theory of planned behavior on health information-seeking behavior. From a collective level, it examined whether collective efficacy can increase individuals’ intention to support sexual violence prevention with other community members. Korean citizens (N = 270) participated in a Web survey. Results found that individuals’ attitude and perceived behavioral control significantly affected their intent to seek information about sexual violence prevention and treatment, which, in turn, led to their actual behavior. Moreover, collective efficacy significantly affected the intention to support even after controlling trust toward other community members. These results suggest factors that can affect individuals’ information-seeking behavior and imply that collective efficacy should be facilitated for sexual violence prevention in community. Health campaign practitioners and policy-makers will be able to develop effective campaign messages and policies for this public health issue.