Development and Evaluation Social Marketing Approach for physical activity promotion.

促进身体活动的社会营销方法的开发和评估。

• 批准号: 16300197
• 负责人: NAKAMURA Yoshio
• 金额: $ 8.77万
• 依托单位: Waseda University
• 依托单位国家: 日本
• 项目类别: Grant-in-Aid for Scientific Research (B)
• 财政年份: 2004
• 资助国家: 日本
• 起止时间: 2004 至 2006
• 项目状态: 已结题
• 来源: https://kaken.nii.ac.jp/grant/KAKENHI-PROJECT-16300197/
• 关键词: Walking; Physical Activity; Promotion; Walking program by group Communication; Walking program by Mail Communication; the walking behavior assessment scale; ヘルスプロモーション; 身体活動量促進; ソーシャルマーケティング; 対面式教室; プリントメディア; プロモーションビデオ; 通信教育型プログラム

The aim of this study was to develop and evaluate the social marketing approach for physical activity promotion based on the "walking promotion" strategy. Three kinds of promotion media, group instruction on face-to-face, postal correspondence course, and video, were compared from a view point of physical activity enhancement.In the first year, three kinds of walking program, (1) the group walking instruction program on the community basis, (2) the print-media program at the workplace, and (3) the walking promotion video contents for early stage population on TTM, were developed and tried for the respective targeted subjects. The comparison of the group walking instruction around the community center (n=43) with the health education programs on diet, nutrition and physical activity (n=19) suggested that walking practice would have an important role for increasing physical activity, especially pedometer counts and moderate and vigorous physical activity. The print-media program at workp … More lace intervention (n=65) revealed the limitation of the non face-to-face approach. The effect of a walking promotion video could have possibility to change the motivation and readiness for walking on the early stage population.In the second year, five kinds of research projects were executed as following ; (1) the cost analysis of the walking promotion programs, (2) the social and physical environmental influences associated with the group walking program, (3) "Walking-Mileage" as an incentive for physical activity promotion, (4) the characteristics of the participants in walking programs, (5) the effect of community based intervention using the individual feedback information in a correspondence course type walking program based on behavioral strategy.In the final year, three kinds of research projects were executed as following ; (1) data analysis and documentation including the follow-up phase on the community based intervention, (2) the development of the walking behavior assessment scale, (3) effectiveness of the information media in walking event promotion for attracting new participants.These results suggested the effectiveness of the walking experience with face-to-face instruction and also the inexpensive correspondence program by print-media with the proper information from the view points of behavioral technique. Less

这项研究的目的是根据“步行促进”策略开发和评估体育活动促进的社会营销方法。比较了三种促销媒体，面对面的三种促销媒体，邮政通讯课程和视频，从体育活动的增强角度进行了比较。在第一年，三种步行计划，（1）在社区基础上进行小组步行教学计划，（2）在工作场所的印刷媒体计划，以及（3）（3）步行促销视频中的预期范围为TTM上的阶段，并尝试了TTM，并尝试了TTM，并尝试了TTTM的主题。在社区中心（N = 43）周围的小组步行教学与有关饮食，营养和体育锻炼的健康教育计划（n = 19）的比较表明，步行练习将在增加体育锻炼，尤其是计步器计数以及中度和剧烈的体育锻炼方面具有重要作用。在工作中的印刷媒体计划…更多的花边干预（n = 65）揭示了非面对面方法的局限性。步行促销视频的效果可以改变在早期人口中行走的动力和准备就绪。第二年，执行了五种研究项目。 （1）对步行促进计划的成本分析，（2）与小组步行计划相关的社会和身体环境影响，（3）“步行 - 米拉”作为促进体育锻炼促进的诱因，（4）参与者在步行计划中的特征，（5）基于社区干预的效果，基于社区干预的效果，使用相应的步行计划在相应的过程中执行了三个类型的行动策略。 （1）数据分析和文档，包括基于社区干预的后续阶段，（2）步行行为评估量表的发展，（3）信息媒体在步行事件促进中的有效性，以吸引新参与者。这些结果表明，通过面对面的指导，步行体验的有效性以及Print-Media廉价的通信计划，并从行为技术的角度提供了适当的信息。较少的