基于流感疫苗在我国接种率不高的现状，本文探讨了健康传播策略中的目的框架 与效益目标对大学生群体接种流感疫苗行为的影响。研究采用2（目的框架：增益框 架、损益框架） *3（效益目标：自己、家人、陌生人）的实验设计对259名被试者进行 问卷调查，结果显示：目的框架不会影响我国大学生流感疫苗的接种意愿，而在效益 目标中的家人取向在提升受众的行为倾向上更有效用，其效用部分被感知的严重性与 态度中介。这说明，基于中国情境的疫苗接种健康传播策略需要考虑关系本位的社会 特征，采用家人取向效益目标更有利于劝服受众。

Basing on the fact that the rate of influenza vaccination in China is low, this study examined the effect of goal framing and beneft target in promoting vaccine coverage among university students. A 2(goal framing: gain vs loss) * 3(beneft target: self vs family members vs strangers) experiment with undergraduate students (N=259) was conducted. Results showed that information focusing on family members successfully increases people’s behavioral intention which could be partly mediated by perceived severity and attitude. These fndings indicate that health communication needs to take interpersonal relationship into consideration in the Chinese context.