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

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社会营销方法。从增强身体活动的角度对面对面集体指导、邮政函授课程和视频三种推广媒体进行了比较。 第一年，针对各自的目标对象开发并尝试了三种步行计划，（1）社区团体步行指导计划，（2）工作场所平面媒体计划，以及（3）TTM上针对早期人群的步行推广视频内容。社区中心周围的集体步行指导（n=43）与饮食、营养和身体活动健康教育计划（n=19）的比较表明，步行练习对于增加身体活动，特别是计步器计数和适度和剧烈的身体活动具有重要作用。工作中的印刷媒体计划……更多花边干预（n=65）揭示了非面对面方法的局限性。步行宣传视频的效果有可能改变早期人群步行的动机和准备程度。 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）基于行为策略的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。在最后一年，执行了以下三种研究项目； (1) 数据分析和记录，包括基于社区的干预的后续阶段，(2) 步行行为评估量表的开发，(3) 信息媒体在步行活动推广中吸引新参与者的有效性。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和适当的信息是有效的。较少的