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Recommending Breast Cancer Screening to My Mum: Examining the Interplay of Threat, Efficacy, and Virality on Recommendation Intention in the Chinese Context

Author

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  • Chen Luo

    (School of Journalism and Communication, Wuhan University, Wuhan 430072, China)

  • Zizhong Zhang

    (School of Journalism and Communication, Tsinghua University, Beijing 100084, China)

  • Jing Jin

    (School of Journalism and Communication, Tsinghua University, Beijing 100084, China)

Abstract

The burgeoning eHealth campaigns and the emerging daughter-to-mother health communication necessitate a close examination of the intricate mechanism behind recommending preventive behaviors in online settings. The present study addresses existing gaps by investigating how message characteristics and platform-generated virality cues jointly influence younger females’ intention to recommend breast cancer screening to their mothers. Drawing on the extended parallel process model (EPPM) as the theoretical basis, a 2 (threat: low vs. high) × 2 (efficacy: low vs. high) × 2 (virality: low vs. high) randomized between-subjects experiment ( n = 269) was performed. Results revealed a three-way interaction effect between threat, efficacy, and virality on message involvement. Message involvement was positively associated with recommendation intention and mediated the three-way interaction effect on recommendation intention. This study demonstrates that a high threat can initiate message involvement but fail to trigger recommendation intention. In contrast, a low-threat, high-efficacy, high-virality combination would yield a salutary outcome. Besides, the indispensable role of message involvement in the underlying psychological mechanism behind recommending preventive behaviors was reaffirmed. Theoretical and practical implications are further discussed.

Suggested Citation

  • Chen Luo & Zizhong Zhang & Jing Jin, 2023. "Recommending Breast Cancer Screening to My Mum: Examining the Interplay of Threat, Efficacy, and Virality on Recommendation Intention in the Chinese Context," IJERPH, MDPI, vol. 20(2), pages 1-15, January.
    • Handle: RePEc:gam:jijerp:v:20:y:2023:i:2:p:907-:d:1024624
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    References listed on IDEAS

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