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http://dx.doi.org/10.15207/JKCS.2022.13.05.463

Factors Associated with Behavioral Intention to COVID-19 Social Distancing in Loss versus Gain Advertising Context  

Choi, Ja In (Department of advertisng & PR/Graduate School of Mass Communication, Chung-Ang University)
Choi, Ja Yun (College of Nursing, Chonnam National University)
Publication Information
Journal of the Korea Convergence Society / v.13, no.5, 2022 , pp. 463-471 More about this Journal
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.
Keywords
COVID-19; Social distancing; Health behavior; Intension; Precipitating factors;
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Times Cited By KSCI : 4  (Citation Analysis)
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