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。

基本信息

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

项目摘要

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

本研究的目的是开发和评估基于“步行促销”策略的体育活动促销的社会营销方法，包括面对面的团体指导、邮政函授课程和视频。从增强身体活动的角度进行比较。第一年，三种步行计划，（1）社区团体步行指导计划，（2）工作场所平面媒体计划，（3）开发了TTM上针对早期人群的步行推广视频内容并对社区中心周围的集体步行指导（n=43）与饮食、营养和身体活动方面的健康教育计划（n=19）进行比较，结果表明步行练习将发挥重要作用。增加体力活动，特别是计步器计数以及工作中适度和剧烈的体力活动的花边干预（n = 65）揭示了非面对面步行促销方式的局限性。视频有可能改变动机和准备状态第二年，执行了以下五种研究项目：（1）步行推广计划的成本分析，（2）与团体步行计划相关的社会和物理环境影响。，（3）“步行里程”作为身体活动促进的激励，（4）步行计划参与者的特征，（5）函授课程型步行计划中使用个人反馈信息进行社区干预的效果基于行为策略。最后一年，三种研究项目执行如下；（1）数据分析和记录，包括社区干预的后续阶段，（2）步行行为评估量表的制定，（3）信息媒体在步行活动宣传中的有效性这些结果表明，从行为技术的角度来看，面对面指导的步行体验以及通过印刷媒体提供的廉价通信程序以及适当的信息是有效的。