earticle

영어

The study investigates gender differences in the direct and indirect effects of media exposure and interpersonal communication on HPV vaccination intention, mediated by social norms. An online survey of college students was conducted. Data analyses revealed that for male students, interpersonal communication directly influenced their HPV vaccination intention, while media exposure indirectly influenced it through injunctive norms. For female students, interpersonal communication influenced vaccination intention both directly and indirectly through injunctive norms. These findings emphasize the importance of injunctive norms in HPV vaccination contexts and offer insights for developing evidence-based strategies to boost HPV vaccination rates among both men and women.