International Journal of Internet, Broadcasting and Communication

The Institute of Internet, Broadcasting and Communication (한국인터넷방송통신학회)
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Testing the Mediating Role of Perceived Risk of COVID-19 and the Moderating Role of Age in the Relationship between COVID-19 related Information Sensitivity and Personal Preventive Behaviors

  • Hong, Kyung-Wan (Major in Tourism Management, College of Business Administration, Keimyung University) ;
  • Kim, Hyeon-Cheol (School of Business Administration, College of Business and Economics, Chung-Ang University)
  • Received : 2022.04.30
  • Accepted : 2022.05.09
  • Published : 2022.05.31
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Abstract

The influence of information sensitivity during the COVID-19 pandemic on perceived risk and personal preventive behaviors of consumers in China had been investigated. The participants were Chinese individuals experiencing the pandemic as it happened. Participants voluntarily completed an online questionnaire to provide their COVID-19 information sensitivity, their perceived COVID-19 risk, preventive behavior and their respective age. Our study discovered that COVID-19 information sensitivity positively influence perceived risk and preventive behavior. Moreover, young individuals show higher levels of online information sensitivity, which influenced their personal protective behavior when compared to that of middle-aged and elderly participants. Furthermore, Perceived risk significantly affected preventive behaviors. The results of this study may assist the government and marketeers in comprehending information sensitivity which can affect consumers' protective behavior toward reducing COVID-19 infections.

Keywords

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