Development and Evaluation Social Marketing Approach for physical activity promotion.

本研究的目的是在“步行促进”策略的基础上，发展和评估促进体育活动的社会营销方法。从提高体育锻炼效果的角度比较了三种宣传媒介：面对面小组指导、函授课程和视频。在第一年，针对各自的目标对象，开发并尝试了三种类型的步行项目，即(1)社区基础的团体步行指导项目，(2)工作场所的平面媒体项目，(3)TTM上针对早期人群的步行宣传视频内容。以社区中心为中心的集体步行教学（n=43）与以饮食、营养和体力活动为主题的健康教育（n=19）的比较表明，步行练习对增加体力活动，特别是计步器计数和中高强度体力活动具有重要作用。更多的蕾丝干预（n=65）揭示了非面对面方法的局限性。一个步行宣传视频的效果有可能改变早期人群的步行动机和准备程度。第二年，开展了以下五类研究项目；(1)步行促进计划的成本分析，(2)团体步行计划的社会和物理环境影响，(3)“步行里程”作为促进体育活动的激励机制，(4)步行计划参与者的特征，(5)基于行为策略的函授课程式步行计划中基于个人反馈信息的社区干预效果。在最后一年，开展了以下三类研究项目；(1)数据分析和文献记录，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和通过印刷媒体提供适当信息的廉价函授计划都是有效的。少

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