：信息结构和类型对健康信息的传播具有不同效应结果，进而影响对个体行为的说服力。文章利用在线健康社区中有关HPV疫苗的信息框架效应，结合信息可信度的中介作用，探索其对大学生HPV疫苗接种态度、意愿（免费和付费）的影响。文章利用准实验的设计方式，通过招募两所大学的本科生共324人，借助问卷调查的方法，研究结果发现：（1）相比于收益框架，损失框架对大学生HPV疫苗接种态度和意愿的作用效果更明显；（2）大学生对损失框架可信度更高，同时信息可信度在信息框架和HPV疫苗接种的态度、免费接种意愿中发挥部分中介作用，在付费接种中没有发挥中介作用。本研究结果对于理解健康信息框架对HPV疫苗接种态度、意图影响具有差异性提供了依据，同时相关健康信息服务应重视信息框架和内容可信度对用户健康行为的影响，从而促进全民健康发展、提升公民健康意识。

Message structure and types have different effects on the dissemination of health information, thus influencing the persuasiveness of individuals' health behaviors. This study used message framing effect of HPV vaccination in online health communities, combined with the mediating effect of message credibility, to explore its impact on college students' attitudes and intentions to receive HPV vaccine (free & paid). The design method of quasi-experiment was used and 324 undergraduates were recruited from two universities. Through questionnaire survey, the research results showed that: (1) compared with the gain-framed message, the effect of loss-framed message will lead to more favorable attitude, intention of HPV vaccination. (2) loss-framed message was more credible to college students, and message credibility plays certain mediate role in the attitude and intention in free vaccination, but not in paid vaccination. The results of this study provide a basis for understanding the differences in the impact of health message framing on attitudes and intentions of HPV vaccination. At the same time, relevant health information services should pay attention to the influence of message framing and message credibility on users' health behaviors, so as to promote health development and enhance health awareness.