與女性相比，同樣易感染HPV病毒並致癌的男性群體，對HPV的認知程度低出許多。本文以大陸的社交媒體微博為例，探究社交媒體中損益框架與社會規範對男性大學生群體接種HPV疫苗的意願產生的影響。研究將微博文本的獲得框架、損失框架，微博評論的有無社會規範的影響進行對比考察。研究發現，男性大學生對HPV的高認知群體中，損失框架更有效，而低認知群體中，獲得框架更有效；社交媒體中的社會規範只有經過受眾的認知信任後才會更有效。 

Male is a group with much lower awareness of Human Papillomavirus comparing with female but also susceptible to Human Papillomavirus infection and related cancer. Taking the social media microblog in mainland China as an example, this study tested the impact of gain and loss framework as well as social norms in social media on the willingness of male college students to receive HPV vaccine. Impact of microblog texts in gain framework and loss framework will be compared in this study, as well as and the impact of whether social norms exist in microblog comments. The study found that the loss framework is more effective in the high cognitive group, while the gain framework is more effective in the low cognitive group; the social norms in social media are more effective only after the trust of the audience.