อิทธิพลของการรับรู้ความเสี่ยงต่อพฤติกรรมสุขภาพและแนวทางการสื่อสารเพื่อสร้างพฤติกรรมการป้องกันโรคไม่ติดต่อเรื้อรังของกลุ่มเสี่ยง

Abstract

The objectives of this research was to study influences of risk perception on health behavior and to seek to develop communication guidelines for preventive behavior on non-contagious syndromes of risk group in 2 case studies; Colorectal Cancer and Heart Disease. The study was divided into 2 phases. The first phase was survey research comprising Correlation Analysis, Multiple Regression Analysis, and 3-way ANOVA on 800 cases (400 cases for each disease). The second phase was a qualitative research, collecting data by in-depth interview with 23 key informants and analyzing through grounded theory method. The result at the first phase finds that for both case studies, risk behaviors are affected by different factors. While Colorectal Cancer, risk behaviors are affected by, perceived familiarity and perceived dread by 3-way interaction effects with self-efficacy, risk behaviors for Heart Disease are affected by perceived self-efficacy, perceived control by myself, perceived loss, and perceived nearness. At the second phase, the study proposes self-efficacy message as a communication guideline, self-efficacy messages increases not only positive attitude but also preventive intention in both cases of high risk group.