Prediction condom usage intention : the role of protection motivation amongst homosexual and heterosexual males

• Main Authors: Cai, Chengji, Chan, Desmond Kangsheng, Yang, Xinrong
• Other Authors: May Oo Lwin
• Format: Final Year Project
• Published: 2008
• Subjects: DRNTU::Social sciences::Communication::Promotional communication
• Online Access: http://hdl.handle.net/10356/1157
• Institution: Nanyang Technological University

The number of individuals infected with the HIV/AIDS continues to rise at an alarming rate in the world, as well as in Singapore. Sexual intercourse amongst heterosexual and homosexual males remains the main mode of transmission of the virus. Using the Protection Motivation Theory (Rogers, 1983), this research aims to understand the factors affecting condom usage intention amongst men in Singapore. We used self-administered surveys to gather data from 219 homosexual and 265 heterosexual men. Structural equation modeling found self-efficacy to be a significant predictor for both groups of men, together with perceived severity for homosexuals and response efficacy for heterosexuals. Following the empirical study, we content analyzed HIV-directed materials and found that the use of threat appeal themes is more common than the focus on promoting self-efficacy towards condom usage. Implications for policy makers, health and social marketing are discussed.