Earticle

초록

영어

Objective This study’s primary objective is to examine the representation of Health Belief Model (HBM) constructs and message appeals in NGO-developed Comprehensive Sexuality Education (CSE) content and to evaluate their subsequent influence on the perceptions and behavioral intentions of adolescents in Lao PDR. Methods This quantitative study employed a survey conducted with 200 adolescents aged 12 to 18. The survey assessed the relationship between HBM constructs, message appeals, and adolescents’ awareness, attitudes, and intentions. Results The survey results indicated that emotional appeals had a greater impact on adolescent engagement than logical ones. Furthermore, cues to action, perceived benefits, and self-efficacy were identified as the most effective HBM predictors of awareness, attitude, and behavior change. In contrast, risk-based messaging regarding susceptibility and barriers showed no significant impact within the Lao cultural context. Implication The findings highlight a strategic mismatch in current CSE campaigns, suggesting that NGOs and educators should shift from information-heavy, logical strategies toward culturally resonant, emotional, and peer-influenced messaging. This study provides a practical framework for developing more empathetic and effective digital CSE initiatives that can better navigate cultural taboos and improve sexual health outcomes among youth in Lao PDR.

저자

• 시찬타퐁 펫파이린
• 하진홍

참고문헌

발행기관

간행물

표지보기 관심저널 등록

• 간행물명

  PR연구(구 홍보학연구) [Journal of Public Relations]

• 간기

  계간

• pISSN

  1229-2869

• eISSN

  2671-8227

• 수록기간

  1997~2026

• 등재여부

  KCI 등재

• 십진분류

  KDC 326 DDC 338