자궁경부암 백신 관련 정보원의 특성이 백신 접종 의도에 미치는 영향: 중국 소셜 미디어 플랫폼 샤오홍슈를 중심으로 (Effects of Human Papillomavirus Vaccine Information Source Types on Vaccination Intentions : A Focus on the Chinese Social Media Platform Xiaohongshu)

본 연구는 최근 소셜 미디어 내에서 확산되고 있는 자궁경부암(HPV) 백신 관련 정보 콘텐츠의 속성이 수용자의 백신 접종 의도에 어떠한 영향을 미치는가 확인하고자 하였다. 소셜 미디어에서 확산되는 백신 관련 정보가 어떠한 경로로 이용자들에게 영향을 미치는지 살펴보기 위해 정보 전달의 중심경로왿� 주변경로의 효과를 비교해 볼 수 있는 정교화가능성모델(Elaboration Likelihoood Model, ELM)을 활용하여 연구 모형을 설정하였다. 또한, 정보원의 특성, 즉, 일반인 인플루언서 및 의료전문가 인플루언서가 제작한 정보 콘텐츠의 속성이 이용자의 백신에 대한 태도왿� 접종 의도에 각기 어떠한 경로로 영향을 미치는지 비교 분석하였다. 이에 대한 실증 분석을 위해 연구자는 중국 내 젊은 세대들이 가장 활발하게 사용하는 소셜 미디어인 샤오홍슈(Xiaohongshu) 이용자를 대상으로 설문을 진행하였으며, 구조방정식을 활용하여 분석을 실시하였다. 연구 결과, 정보 수용자들의 HPV 백신 접종 의도에 영향을 미치는 요인으로 지각된 설득력에 일반인 인플루언서의 정보 콘텐츠왿� 의료 전문가 인플루언서의 정보 콘텐츠의 주변 경로가 각기 다른 영향을 미치는 것을 확인하였다. 특히 일반인 인플루언서의 정보는 진실성이 수용자의 백신 접종에 대한 설득을 하는 데에 주요한 요인으로 나타났으며, 의료 전문가의 정보는 전문성이 주요한 요인으로 확인되었다. 반면 중심경로는 정보원의 종류에 관계없이 동일하게 유의한 영향을 미치는 것으로 확인되었다. 이는 백신과 같은 건강 관련 정보는 중심경로가 이용자들의 행동 변화를 유인 하는 데에 가장 주요한 부분이며, 주변 경로는 정보원의 의료 전문성 정도에 따라 수용자가 받아들이는 부분이 다르다는 것을 의미한다.

This study sought to deeply investigate how the characteristics of information about Human Papillomavirus (HPV) vaccines, widely disseminated on social media, influence individuals' intentions to get vaccinated. With the rapid rise of social media as a primary source for health information, understanding how such platforms affect user behavior has become critical. To address this, the research focused on the pathways through which vaccine-related information impacts recipients and developed a theoretical framework based on the Elaboration Likelihood Model (ELM). The ELM is particularly well-suited for examining the dual routes of information processing: the central route, which involves careful and rational consideration of message content, and the peripheral route, which is influenced by superficial cues such as the credibility or attractiveness of the source.
In this context, the study analyzed how different types of information sources—general influencers and medical expert influencers—shape users’ attitudes and intentions regarding HPV vaccination through these two routes. General influencers often appeal to audiences through relatability and personal storytelling, whereas medical expert influencers are more likely to emphasize factual and evidence-based information. By comparing the attributes of content produced by these two groups, the research aimed to identify distinct patterns in how they persuade users to consider vaccination.
The study employed an empirical approach, targeting users of Xiaohongshu, a popular social media platform among China's younger generation. Xiaohongshu was chosen because it represents a dynamic ecosystem where influencers play a significant role in shaping public opinion on various topics, including health. A survey was conducted to collect data on users’ perceptions of vaccine-related content and their subsequent vaccination intentions. The data were analyzed using Structural Equation Modeling (SEM), which enabled the researchers to explore complex relationships between variables and identify key factors influencing behavioral intentions.
The results revealed that perceived persuasiveness was a crucial determinant of HPV vaccination intentions. However, the pathways through which general influencers and medical expert influencers affected users differed significantly. For general influencers, the authenticity of their content emerged as the most influential factor in persuading users. This authenticity often stemmed from personal experiences or relatable narratives that resonated with the audience on an emotional level. In contrast, content from medical expert influencers was primarily valued for its professionalism and accuracy, which enhanced users’ trust in the information and their willingness to act upon it.
Furthermore, the study found that the central route consistently had a significant impact on vaccination intentions, irrespective of the type of information source. This indicates that, when it comes to health-related decisions such as vaccination, users are more likely to rely on rational evaluations of message content. However, the influence of the peripheral route varied based on the source's characteristics. General influencers leveraged their relatability and personal connection with the audience, while medical experts relied on their authority and expertise to persuade users.
These findings underscore the importance of tailoring communication strategies to both the message content and the attributes of the information source. For public health campaigns, this means recognizing the complementary roles of general influencers and medical experts. While general influencers can effectively engage users on an emotional level, medical experts provide the credibility needed to reinforce behavioral change. Together, these approaches can maximize the effectiveness of health communication.
In conclusion, this research provides valuable insights into how social media can be leveraged to promote HPV vaccination and similar public health initiatives. By understanding the interplay between information processing routes and source characteristics, health organizations can design more impactful campaigns that resonate with diverse audiences.