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结直肠癌是中国高发病率与致死性疾病，频繁饮酒是其明确风险因素，而定期筛查有助于早期识别癌症以挽救生命。有研究表明，网络健康信息接触能提升癌症筛查意愿，且教育程度可能造成该意愿的差异。基于健康信念模型，本研究旨在探讨网络健康信息接触对结直肠癌筛查的促进机制，以教育水平作为调节变量，通过感知饮酒患癌风险和癌症担忧来检验“认知-情感”中介链。研究聚焦45岁及以上频繁饮酒人群，共调查7019名成年人，剔除缺失值后筛选出2481名频繁饮酒者。研究发现，网络健康信息接触与频繁饮酒者结直肠癌筛查呈直接正效应，并通过感知饮酒患癌风险和癌症担忧的“认知-情感”中介链呈正效应。同时，证实了教育水平在认知阶段的调节作用，即教育水平较高的频繁饮酒者在接触网络健康信息后更易感知饮酒致癌风险，引发癌症担忧，进而促进癌症筛查。针对低学历人群需将健康信息通俗化，健康传播平台及公共卫生部门应利用网络与新媒体，积极开展针对性癌症筛查专项教育，提升公众风险认知与预防意识。
Abstract：Colorectal cancer is a highly prevalent and lethal disease in China, with frequent drinking identified as a significant risk factor.Regular screening facilitates early cancer detection and saves lives.Research indicates that access to online health information enhances intention to undergo colorectal cancer screening, with potential differences in this intention based on educational levels.Based on the Health Belief Model(HBM),this study aimed to explore the promotion mechanism of online health information access on colorectal cancer screening, using the education level as a moderator.The “cognitive-affective” mediating chain was tested through perceived cancer risk of drinking and cancer worry.Focusing on frequent drinkers aged 45 and above, the study surveyed 7,019 adults, with 2,481 frequent drinkers selected after removing missing values.Findings revealed a direct positive effect of online health information access on colorectal cancer screening among frequent drinkers, mediated positively through the “cognitive-affective” chain involving perceived cancer risk of drinking and cancer worry.Additionally, the study confirmed the moderating effect of the education level at the cognitive stage.That is, frequent drinkers with higher education levels were more likely to perceive the cancer risk associated with drinking after accessing online health information, leading to heightened cancer worry and subsequently promoting cancer screening.For low-educated populations, health information should be simplified.Health communication platforms and public health departments should actively utilize the Internet and new media to conduct targeted cancer screening education campaigns, enhancing public risk awareness and prevention consciousness.
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基本信息:
DOI：10.14086/j.cnki.xwycbpl.2026.01.004
中图分类号:G206;R735.34
引用信息:
[1]赵心树,王嘉政,朱应霞.风险感知与情感反应：网络健康信息接触对频繁饮酒者结直肠癌筛查的影响研究[J].新闻与传播评论,2026,79(01):40-53.DOI:10.14086/j.cnki.xwycbpl.2026.01.004.
基金信息:
澳门高等教育基金(HSS-UMAC-2020-02); 澳门大学资助项目(CPG2023-00003-FSS)