Journal of the Korea Convergence Society (한국융합학회논문지)

Korea Convergence Society (한국융합학회)
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Factors Associated with Behavioral Intention to COVID-19 Social Distancing in Loss versus Gain Advertising Context

COVID-19 사회적 거리두기 실천의도에 영향을 미치는 요인: 손실과 이득 메시지 프레이밍 광고상황

  • Choi, Ja In (Department of advertisng & PR/Graduate School of Mass Communication, Chung-Ang University) ;
  • Choi, Ja Yun (College of Nursing, Chonnam National University)
  • 최자인 (중앙대학교 광고홍보학과/커뮤니케이션 대학원) ;
  • 최자윤 (전남대학교 간호대학)
  • Received : 2022.04.01
  • Accepted : 2022.05.20
  • Published : 2022.05.28
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Abstract

Purposes of this study were to identify the factors associated with behavioral Intention to social distancing (BItSD) in a loss versus gain advertising context. This study is a secondary analysis of data surveyed after randomly allocating one of the loss and gain message framing advertisements for the prevention of coronavirus disease-2019 (COVID-19) infection to 379 adults aged 19 and over living in Korea in early March 2021. Attitude toward advertisement (𝛽=.03, p<.001), involvement in COVID-19 (𝛽=.14, p=.006) and emotional stigma (𝛽=-0.17, p<.001) were associated with BItSD, and the explanatory power of these variables was 19% (Adjusted R2=.19). Therefore, when health care professionals communicate with the public, they should develop the strategies to increase public people's involvement in the information and to induce positive advertising attitudes, and provide the effective messages to prevent stigma by accurate information.

COVID-19 사회적 거리두기 실천의도에 영향을 미치는 요인을 확인하였다. 본 연구는 2021년 3월 초 대한민국에 거주하는 19세 이상 성인 379명을 대상으로 COVID-19 감염예방을 위한 손실과 이득 메시지 프레이밍 광고중 1개를 무작위 할당하여 본 후 조사된 자료의 2차 분석연구이다. COVID-19 사회적 거리두기 실천의도에 광고태도(𝛽=.03, p<.001), COVID-19에 대한 관여(𝛽=.14, p=.006) 및 감정적 낙인(𝛽=-0.17, p<.001)이 영향을 미쳤으며 이들 변수의 설명력은 19%였다(Adjusted R2=.19). 따라서 보건의료전문가는 현장에서 대중과 소통하고 정책을 보급할 때 제공된 정보에 대한 관여를 높여 긍정적 광고태도를 유도하며 정확한 정보에 의해 낙인의 감정을 갖지 않도록 효과적인 메시지를 제시함으로써 건강관리 리더로서 역할을 충실히 해야 할 것이다.

Keywords

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