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.