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2026年2月 Journal of Nanjing Medical University（Social Sciences）of Nanjing Medical University（Social Sciences） · 91
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［27］BALLARD A M，DAVIS A，HOFFNER C A. The impact （本文编辑：姜 鑫）

The influence of narrative transportation on social norms and

behavioral intention toward low⁃sugar diets

1，2，3 1，2，3 1，2，3 4
ZHANG Huijuan ，JIANG Yunjie ，ZHOU Chenyu ，CHEN Yan
1. School of Health Policy & Management，2. Jiangsu Institute of Health，3. Laboratory for Digital Intelligence & Health
Governance，Nanjing Medical University，Nanjing 211166；4. Cardiovascular Disease Center，Suzhou Municipal Hospital，
Suzhou 215000，China
Abstract：To support the“Weight Management Year”initiative and identify more effective promotional
pathways，this study adopted a 2（information presentation format：video vs. text）× 2（information delivery format：
narrative vs. non⁃narrative）between⁃subjects experimental design，with 503 participants. Using a pretest⁃posttest
experimental approach，it explored the role of narrative transportation in shaping individuals’perceived social
norms and behavioral intentions regarding low⁃sugar dietary behaviors. The results revealed a significant main
effect of narrative transportation，along with a significant interaction between the format of information delivery
and presentation. Mediating effect analysis showed that identification played a partial mediating role in the
effects of both narrative videos and narrative texts on behavioral intentions. Identification and perceived social
norms collaboratively constitute a chain mediating effect；identification can indirectly enhance the promotional
effect of narrative information（in the form of videos or texts）on behavioral intentions to adopt low⁃sugar diets
by strengthening individuals’perceived social norms. These findings suggest that narrative ⁃ based videos or
articles can enhance individuals’sense of identification，reinforce their perceived social norms，and thereby
increase their behavioral intentions.
Key words：narrative transportation；social norms；identification；low⁃sugar diets；behavioral intentions