Factors Influencing Media Health Literacy on Breastfeeding Behavior of Pragnant Mothers

Abstract

he objective of this research is to study the level of media health literacy related to the breast - feeding behavior of the pregnant mothers. The influential factors in media health literacy related to breastfeeding behavior of the pregnant mother. This research is combination of qualitative and quantitative research, In qualitative methods (In depth Interview) The sample consisted of 18 pregnant mothers and a sample of 372 people by selected on the voluntary basis. (Voluntary Sampling) Descriptive and inferential statistical analysis were used to analyze the data percentage, mean, standard deviation. T-value test Analysis of variance and Multiple regression analysis The research results were found that Internet media is a medium that pregnant mothers choose to receive health information. It has the highest daily exposure frequency and is the first media exposed to breastfeeding. The use of media for the benefit of bringing health news to use in making decisions and solving health problems the most. And the person who influenced the choice of health media first was a family. The level of media health literacy of breastfeeding behavior of the pregnant mother from the study was high. Personal factors correlated with media health literacy of pregnant mothers. The number of pregnancies and experiences of breastfeeding is no different. Knowledge about breastfeeding media health literacy of pregnant mothers who choose to receive health information from the television media less than Internet media. There was a difference in media health literacy among pregnant mothers who exposed to print information and those who did not. Psychological factors influencing media health literacy related to breastfeeding behavior of the pregnant mothers, at the degree of intention to act, reflexive reactions. It can jointly predict, 43.7% 7 (R² =0.437, F=95.241 ,p<.05 ) The independent variable with the power to predict the best knowledge of media health literacy was on the cognitive behavior factor ( β =.587) The attitude factor ( β =.274) and the relative influence factor ( β =.267) respectively.