E-Health Education on Human Papillomavirus: The Effects of Message Framing in 3D Virtual Environment-Based E-Health Intervention on HPV Preventive Behavioral Intentions

이 연구는 자궁경부암 전염 위험 수위가 높은 대학생들을 타겟으로 하여 아바타를 이용한 전자 건강 커뮤니케이션의 효과를 평가하였다. 무작위 할당을 기반으로 한 실험이 Second Life CDC내에서 실행되었다. 저자가 디자인한 3차원 의학 추천 아바타가 자궁경부암에 관한 교육 메시지를 전달하였다. 실험 결과, 메시지 프레이밍 효과와 개인적 연관성의 완충효과가 발견되었다.

Background: This study evaluated the impact of avatar-based e-health communication about Human Papillomavirus (HPV) targeting college students, who are particularly vulnerable to HPV infection given the mode of transmission and commonness of HPV infection among young people. Methods: A randomized experiment (N=94)tested the potential and impact of avatar-guidede-health interventions targeting college students within 3D virtual worlds. A 3D medical recommendation avatar located in the Center for Disease Control and Prevention(CDC) within SecondLife(SL) delivered educational health messages about the HPV to a target audience. Results: The experiment examined the effects of message framing (costs-framed e-health interventions vs. benefits-framed e-health interventions) and the moderating role of personal relevance in the e-health persuasion process inside 3D virtual environments. Costs-framed e-health interventions resulted in higher HPV vaccine uptake intentions, and health consumers' personal relevance moderated the framing effect. Conclusions: E-health interventions for HPV prevention are possible through avatar-based virtual environments like SL. The study addressed the potential advantages and issues related to utilizing medical recommendation avatars for e-health education on HPV.