Browse > Article
http://dx.doi.org/10.14373/JKDA.2020.26.4.278

Investigation of the Possibility of Applying Protection Motivation Theory in Consumers' Changes by Fipronil Egg Contamination  

Youn, Hyun-Ju (Dept. of Food and Nutrition, Ulsan National University)
Lee, Ji-Hye (Dept. of Food and Nutrition, Ulsan National University)
Publication Information
Journal of the Korean Dietetic Association / v.26, no.4, 2020 , pp. 278-288 More about this Journal
Abstract
This study examined the effects of response-facilitating factors(Food-related Knowledge, Response-Efficacy, and Self-Efficacy) and response-inhibiting factors(Severity, Vulnerability, and Consumer Stress) on the consumer' behavior intention based on protection motivation theory, which explains the behavioral change to protect oneself. This study was conducted to reduce the customers' concerns regarding food safety accidents and introduce ways to make them more interested in food safety. A sample of 225 adults over 19 years of age was collected in February 2018 through a self-administered questionnaire. The results of the cognitive mediation process of protective motivation theory showed that the consumers' knowledge and self-efficacy which are response-facilitating factors, positively influence the behavioral intention. Severity and consumer stress were response-inhibiting factors. On the other hand, response-efficacy, which is a response-facilitating factor, and vulnerability, which is a response-inhibiting factor, did not influence the behavioral intention. Therefore, severity and consumer stress are response-inhibiting factors. The results were analyzed as a result of a behavioral change to protect oneself from food safety accidents. The applicability of the theory of protection motivation on the topic of food safety was also confirmed.
Keywords
egg; protection motivation theory; consumer; self-efficacy; severity;
Citations & Related Records
Times Cited By KSCI : 4  (Citation Analysis)
연도 인용수 순위
1 Bandura A (1977): Self-efficacy: toward a unifying theory of behavioral change. Psychol Rev 84(2):191-215   DOI
2 Bang JH (2015): A behavioral research for the college students' interest of health information: focused on the protection motivation theory. Ph D Dissertation. SeoKyeong University. pp.11-98
3 Beck KH, Lund AK (1981): The effects of health threat seriousness and personal efficacy upon intentions and behavior. J Appl Soc Psychol 11(5):401-415   DOI
4 Berkowitz L, Cottingham DR (1960): The interest value and relevance of fear-arousing communications. J Abnorm Soc Psychol 60:37-43   DOI
5 Boer H, Seydel ER (1996): Protection motivation theory. In: Conner M, Norman P, eds. Predicting health behaviour: research and practice with social cognition models. Open University Press. Buckingham. pp.95-120
6 Brouwers MC, Sorrentino RM (1993): Uncertainty orientation and protection motivation theory: the role of individual differences in health compliance. J Pers Soc Psychol 65(1):102-112   DOI
7 Dabbs JM Jr, Leventhal H (1966): Effects of varying the recommendations in a fear-arousing communication. J Pers Soc Psychol 4(5):525-531   DOI
8 Floyd DL, Prentice-Dunn S, Rogers RW (2000): A meta‐analysis of research on protection motivation theory. J Appl Soc Psychol 30(2):407-429   DOI
9 Fruin DJ, Pratt C, Owen N (1992): Protection motivation theory and adolescents' perceptions of exercise. J Appl Soc Psychol 22(1):55-69   DOI
10 Han SH, Park JS (2018): A pathological review of controversy over U.S. beef imports and BSE risk perception in Korea. Crisisonomy 14(9):121-132
11 Jang SH, Yoon E (2018): Effect of daycare center directors' protection motivation on their menu management intention: child protection aspect. J Korean Soc Food Sci Nutr 47(5):589-598   DOI
12 Jeong HI, Kim SJ (2018): Influence on information security behavior of members of organizations: based on integration of Theory of Planned Behavior (TPB) and Theory of Protection Motivation (TPM). Korean Secur J (56):145-163
13 Kang HY (2016): A study of privacy protection behavior for marketing purpose: focused on protection motivation theory. Masters degree thesis. Dongguk University. pp.13-25
14 Lee KH (2008): Study on the emprical analysis and the implications for the effective food risk communication. J Consum Policy Stud (34):104-133
15 Lee MK, Kim YE (2009): A study on effects of disease information use on the internet: based on the protection motivation theory. JOCS 9(4):506-539
16 Lee SH, Hong CS (2004): A study on the effect of fear appeal advertisement with focusing on the strength of fear and level of anxiety - the mediated effect of the occurrence probability of fear and the coping response-. Advert Res 62:103-131
17 Rogers RW (1975): A protection motivation theory of fear appeals and attitude change1. J Psychol 91(1):93-114   DOI
18 Park C, Lee SW (2014): A study of the user privacy protection behavior in online environment: based on protection motivation theory. JICS 15(2):59-71
19 Park HS, Kim SH (2013): An empirical study on SNS users' privacy protection behaviors. Bus Manag Rev 46(2):69-91
20 Rippetoe PA, Rogers RW (1987): Effects of components of protection-motivation theory on adaptive and maladaptive coping with a health threat. J Pers Soc Psychol 52(3):596-604   DOI
21 Rogers RW (1983). Cognitive and psychological processes in fear appeals and attitude change: a revised theory of protection motivation. In: Cacioppo JT, Petty RE, eds. Social psychophysiology: a sourcebook. Guilford Press. New York. pp.153-176
22 Schafer RB, Schafer E, Bultena G, Hoiberg E (1993): Coping with a health threat: a study of food safety. J Appl Soc Psychol 23(5):386-394   DOI
23 Slovic P (1987): Perception of risk. Science 236(4799):280-285   DOI
24 Snider M (1962): The relationship between fear arousal and attitude change. Ph D Dissertation. Boston University. p.9
25 Stainback RD, Rogers RW (1983): Identifying effective components of alcohol abuse prevention programs: effects of fear appeals, message style, and source expertise. Int J Addict 18(3):393-405   DOI
26 Woo HJ (2014): Exploring the relationship between the perceived risk to cyber security and the behavioral intention to technology acceptance and sustainable use for promoting personal information security: focusing on involvement, protection motivation, and intention to payment. J Commun Sci 14(2):220-257
27 Yang BW. How will you overcome the crisis of food safety? Hanam: GS&J Institute; 2017 Sep. Report No.: GS&J Focus 242. 20 p.