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Influencing factors and segmentation of migrant workers' sexual health information seeking behavior: Based on Situational Theory of Publics

LI Ying;LIN Gongcheng;CHEN Ni;School of Communication, Shenzhen University;School of Communication and Design, Sun Yat-Sen University;Faculty of Social Science, Macau University;  
This study explored the psychological factors that impacted migrant workers' exposure to sexually transmitted disease-related information. A survey among 186 migrant workers in Pearl River Delta and Yangtze River Delta regions was conducted in order to examine the effects of the factors. It is found that, the most influential factors included involvement recognition and constraint recognition of the communicative behaviors. This study further divided migrant workers into three groups based on their involvement recognition level and constraint recognition level, namely, active group, neither active nor passive group, and passive group. The three groups occupied 29.9%, 40.1%, and 29.9% of the sample, respectively. We found that, the active group receives information from various medias most frequently; neither active nor passive group was exposed to information from internet and mass media less frequently than active group, but there were no significant differences between the two groups regarding other medias; passive group receives information less frequently than active group from all the medias, and less frequently in internet information exposure and face-to-face discussion than neither active nor passive group.
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