背景:招募临床试验参与者面临挑战。参与的主要障碍包括心理因素(例如,恐惧和不信任)和后勤限制(例如,交通运输,成本,和调度)。临床试验信息传递的战略设计可以帮助克服这些障碍。虽然战略沟通可以通过各种渠道进行(例如,招聘广告),在社交媒体时代,互联网上的医疗保健提供者被认为是向美国成年人传达临床试验信息的关键来源。
目的:本研究旨在研究沟通来源如何(即,医生和同行)和TikTok视频的消息框架(即,心理和后勤框架)影响临床试验相关的态度,感知,以及在综合行为模型指导下的报名行为。
方法:这项研究使用了2(来源:医生与同伴)×2(框架:心理与后勤)参与者之间的因素设计网络实验,针对美国从未参加过的成年人临床试验(即,新人)。Qualtrics小组用于招募和补偿研究受访者(n=561)。参与者观看了与医生或同龄人的简短视频,使用心理或后勤框架。主要结果指标包括感知来源可信度,自我效能感,对临床试验参与的态度,行为意图,和注册行为。结构方程模型用于分析信息因素对结果变量的直接和间接影响。来源(医生=1;同伴=0)和框架(心理=1;后勤=0)被虚拟编码。
结果:以医生为特征的消息导致了更大的感知来源可信度(β=.31,P<.001),导致更大的自我效能感(95%CI0.13-0.30),这反过来又增强了行为意向(95%CI0.12-0.29)和临床试验签署行为(95%CI0.02-0.04)。后勤屏障框架信息导致更大的自我效能感(β=-.09,P=.02),导致更高的参与临床试验的意向(95%CI-0.38至-0.03)和改善的签署行为(95%CI-0.06至-0.004)。后勤屏障框架信息也与临床试验的可能性增加直接相关(β=-.08,P=.03)。该模型占临床试验签约行为方差的21%。在这项研究中,态度没有显著影响行为意向(β=.08,P=.14),在参与临床试验的态度上,心理和后勤屏障框架信息没有显着差异(β=-.04,P=.09)。
结论:这些发现促进了我们对人们如何处理短视频中流行信息特征的理解,并为传播者提供了实用的指导。我们鼓励医疗专业人员考虑短视频网站(例如,TikTok和Instagram卷轴)作为讨论临床试验和参与机会的有效工具。具体来说,建议让医生讨论减少后勤障碍的努力。我们对实际行为作为结果的测量是对这项研究的罕见且值得注意的贡献。
BACKGROUND: Recruiting participants for clinical trials poses challenges. Major barriers to participation include psychological factors (eg, fear and mistrust) and logistical constraints (eg, transportation, cost, and scheduling). The strategic design of clinical trial messaging can help overcome these barriers. While strategic communication can be done through various channels (eg, recruitment advertisements), health care providers on the internet have been found to be key sources for communicating clinical trial information to US adults in the social media era.
OBJECTIVE: This study aims to examine how communication source (ie, medical doctors and peers) and message framing of TikTok videos (ie, psychological and logistical framing) influence clinical trial-related attitudes, perceptions, and sign-up behaviors under the guidance of the integrated behavioral model.
METHODS: This study used a 2 (source: doctor vs peer) × 2 (framing: psychological vs logistical) between-participant factorial design web-based experiment targeting adults in the United States who had never participated in clinical trials (ie, newcomers). A Qualtrics panel was used to recruit and compensate the study respondents (n=561). Participants viewed short-form videos with doctors or peers, using psychological or logistical framing. The main outcome measures included perceived source credibility, self-efficacy, attitude toward clinical trial participation, behavioral intention, and sign-up behavior. Structural equation modeling was used to analyze the direct and indirect effects of message factors on the outcome variables. Source (doctor=1; peer=0) and framing (psychological=1; logistical=0) were dummy-coded.
RESULTS: Doctor-featured messages led to greater perceived source credibility (β=.31, P<.001), leading to greater self-efficacy (95% CI 0.13-0.30), which in turn enhanced behavioral intention (95% CI 0.12-0.29) and clinical trial sign-up behavior (95% CI 0.02-0.04). Logistical barrier-framed messages led to greater self-efficacy (β=-.09, P=.02), resulting in higher intention to participate in clinical trials (95% CI -0.38 to -0.03) and improved sign-up behavior (95% CI -0.06 to -0.004). Logistical barrier-framed messages were also directly associated with an increased likelihood of signing up for a clinical trial (β=-.08, P=.03). The model accounted for 21% of the variance in clinical trial sign-up behavior. Attitude did not significantly affect behavioral intention in this study (β=.08, P=.14), and psychological and logistical barrier-framed messages did not significantly differ in attitudes toward clinical trial participation (β=-.04, P=.09).
CONCLUSIONS: These findings advance our understanding of how people process popular message characteristics in short-form videos and lend practical guidance for communicators. We encourage medical professionals to consider short-form video sites (eg, TikTok and Instagram Reels) as effective tools for discussing clinical trials and participation opportunities. Specifically, featuring doctors discussing efforts to reduce logistical barriers is recommended. Our measuring of actual behavior as an outcome is a rare and noteworthy contribution to this research.