Promoting condom negotiation self-efficacy among young women in China: the effects of traditional sexual values and descriptive norms

Author:

Zhang Lin1ORCID,Mou Yi1ORCID,Zhang Lianshan1ORCID

Affiliation:

1. School of Media and Communication, Shanghai Jiao Tong University , 800 Dongchuan Road, Minhang District, Shanghai 200240, China

Abstract

Abstract This study attempts to design effective messages to promote condom negotiation self-efficacy and safer sex intent among young women in China. An online experiment with 2 (descriptive norm: present versus absent) × 2 (traditional sexual value: high versus low) between-subjects factorial design was conducted on a purposive sample of 241 female Chinese college students. The results demonstrated that culturally tailored messages incorporating descriptive norms information on the popularity of condom negotiation can increase participants’ self-efficacy (F(1,237) = 9.01, partial η2 = 0.04, P = 0.003) but not safer sex intent (F(1,237) = 2.80, partial η2 = 0.01, P = 0.096). Participants with a lower level of traditional sexual values had similar levels of condom negotiation self-efficacy as those with a higher level of values: F(1,237) = 2.85, partial η2 = 0.01, P = 0.09. There were no significant interaction effects of traditional sexual value and descriptive norm on condom negotiation self-efficacy and safer sex intent. The findings contribute to the cultural sensitivity perspective in health education in an Eastern context and have implications for public health practitioners and policymakers.

Funder

Bia-Echo Foundation

Publisher

Oxford University Press (OUP)

Subject

Public Health, Environmental and Occupational Health,Education

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