International Journal of Internet, Broadcasting and Communication

The Institute of Internet, Broadcasting and Communication (한국인터넷방송통신학회)
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Predicting Continuance Intention of Personal Preventive Behavior after COVID-19: A Framework of Health Belief Model

  • Zong-Yi Zhu (Graduate School of Business Administration, Kook-Min University) ;
  • Suleimen Madina (School of Business Administration, Graduate School, Chung-Ang University) ;
  • Hyeon-Cheol Kim (School of Business Administration, College of Business and Economics, Chung-Ang University)
  • Received : 2023.09.29
  • Accepted : 2023.10.23
  • Published : 2023.11.30
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Abstract

This study aims to investigate the factors influencing preventive behavior among foreigners residing in Korea. Drawing upon the Health Belief Model (HBM), this study seeks to gain insights into the decisionmaking processes underlying preventive behavior within this specific population. A comprehensive online survey was conducted among 364 foreigners. An analysis revealed that perceived barriers and perceived benefits played crucial roles as mediators, mediating the relationship between the examined factors and preventive behavior. The insights gained from this study have implications for public health interventions and self-preventive product businesses aiming to promote and sustain self-preventive behavior practices among foreigners residing in Korea, even after all COVID-19 restrictions have been lifted.

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