제목(국문)
미디어 이용이 신종 감염병에 대한 위험 인식과 예방행동 의도에 미치는 영향:정보 처리 전략의 매개 효과를 중심으로

제목(영문)
The Effects of Media Use on Risk Perceptions and Preventive Behavioral Intentions of an Emerging Infectious Disease : Focused on the Mediated Effects of Information Processing

논문저자
김활빈, 오현정, 홍다예, 심재철, 장정헌

학술지
광고연구

게재일자
2018년

링크
https://www.kci.go.kr/kciportal/ci/sereArticleSearch/ciSereArtiView.kci?sereArticleSearchBean.artiId=ART002431567

초록(영문)
This study examines how individual media use and information processing can have an influence on risk perceptions and preventive behavioral intentions of an emerging infectious disease. Previous studies have shown that the general public forms its preventive behavioral intention through the route of “media use (mass media and the Internet) → information processing (reflective reasoning) → orientation (risk perception) → response (preventive behavioral intention).” Drawn on the O1-S-R-O2-R Communication Mediation Model, we explored the case of H1N1 Influenza. Data for this study were collected as a part of the KFDA’s project in 2011 (N ＝ 1,001). The findings revealed that the associations between media use and preventive behavioral intentions were significantly mediated by information processing and risk perceptions. Respondents who were more frequently gaining information from massmedia and the Internet tended to perceive greater risks and increase preventive behavioral intentions through their information processing. This study contributes to risk and health communication literature by empirically investigating the O1-S-R-O2-R Communication Mediation Model with one of major health topics. In addition, the findings can provide useful and practical information for health practitioners during the health crisis.