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The Korean Society for Journalism & Communication (KSJCS)
[ Journalism Communication ]
Korean Journal of Journalism & Communication Studies - Vol. 63, No. 6, pp.96-142
ISSN: 2586-7369 (Online)
Print publication date 31 Dec 2019
Received 09 Aug 2019 Revised 29 Nov 2019 Accepted 01 Dec 2019
DOI: https://doi.org/10.20879/kjjcs.2019.63.6.003

국내 인터넷 이용자의 미세먼지 위험 예방행위 의도에 관한 사회인지 접근의 RISP, HBM 적용모형 : 정보 노출, 주관적 규범, 부정적 감정, 위험 지각의 역할

차유리** ; 조재희***
**서강대학교 지식융합미디어학부 강사 ilooy@sogang.ac.kr
***서강대학교 지식융합미디어학부 부교수 jcho76@sogang.ac.kr
A Social-Cognitive Model of Applying RISP and HBM Model for Korean Internet Users’ Behavioral Intentions Regarding Fine-Dust Risk Protection : The Role of Information Exposure, Subjective Norms, Negative Emotions, and Risk Perception
Yuri Cha** ; Jaehee Cho***
**Lecturer, School of Media, Arts, and Science, Sogang University ilooy@sogang.ac.kr
***Associate Professor, School of Media, Arts, and Science, Sogang Unviersity, corresponding author jcho76@sogang.ac.kr

초록

본 연구의 목적은 한국의 일반 공중이 미세먼지로 인한 위험을 예방하는 행동 과정에 대해 이해하고 설명하는 것이다. 이를 위하여 국내 미세먼지 위험 예방행위 의도 모형을 구축하고자 했고, 해당 위험문제와 예방정보의 특성 및 위험/건강 커뮤니케이션 모형들에 관한 문헌검토부터 선행했다. 사회 인지 접근에서 RISP와 HBM을 적용한 모형의 구성이 적절하다고 판단하여, 위험대상에 대한 휴리스틱 반응 차원의 ‘위험 지각’·‘부정적 감정’ 및 사회 자극 차원의 ‘주관적 규범’·‘정보 노출’을 모형의 변인으로 삼았다. 인터넷 이용자 대상 온라인 조사의 데이터(N = 300)를 바탕으로 적용모형의 적합도 및 경로를 분석한 결과, 모형은 적합하고 예방행위 의도에 대해 모든 변인들은 영향을 미치는 것으로 나타났다. ‘정보 노출’은 간접효과만 유의미했고, 직접 효과를 지닌 요인들 중 ‘부정적 감정’의 영향이 비교적 약함으로써 주요 설명요인은 ‘위험 지각’, ‘주관적 규범’인 것으로 검증됐다. 한편 부정적 감정 및 위험 지각에 대해 주관적 규범의 효과는 모두 유의미했으나, 정보 노출의 효과는 부정적 감정에 대해서만 유의미했다. 이러한 연구결과는 국내미세먼지와 관련된 커뮤니케이션 심리에 대한 이론적 설명력을 높이는 데 기여할 뿐만 아니라, 공중 교육 및 캠페인 전략 구상 시 유용한 자료가 될 수 있다.

Abstract

The purpose of this study is to understand the processes of people’s preventive behaviors for threats posed by fine dust in Korea. We established a model explaining people's preventive behavioral intentions for fine dust risks, based upon an extensive review of the discussions of the risks in the country, characteristics of prevention information, and the previous models in health communication. Informed by RISP(Risk Information Seeking and Processing) and HBM(Health Belief Model) in the social cognition approach, we constructed an applied model with the two variables of risk perception and negative emotions to tap into the dimension of heuristic responses to the object of risk and another two variables of subjective norm and exposure to information to capture the dimension of social influence. In order to test multiple hypotheses focusing on the relationships among main study variables, this research collected quantitative data through an online survey. A research company with a large pool of panels progressed the survey. To increase the representativeness of the samples, a proportionate stratified sampling was used, considering portion of gender, residential areas, and age. In total, 300 usable survey could be collected and used for further statistical analyses. A path analysis was used to test all of those proposed hypotheses. Results of a path analysis of online survey data collected from Korean Internet users (N = 300) supported the model and the variables. Risk perception(β = .40, p < .001) and subjective norm(β = .36, p < .001) were found to be the strongest explanatory variables for people's behavioral intentions, with negative emotions(β = .16, p < .001) and exposure to information(β = .24, p < .01) carrying a relatively weaker power and having an indirect relationship respectively. While subjective norm influenced both negative emotions(β = .20, p < .01) and risk perception (β = .55, p < .001), exposure to information affected negative perception only (β = .18, p < .001), indicating the usefulness of a heuristic approach to explaining the processes of the formation of people’s preventive behavioral intentions. The main findings from this research contribute to strengthening theoretical explanations of communication psychology in terms of fine dust risks prevention, especially addressing the main connections among perceptual, emotional, and behavioral variables in regards to preventive behaviors of fine dust risks. Moreover, those findings may also be useful for developing measures and education campaigns for the public. Because it has been well known that fine dust causes or exacerbates diverse diseases including respiratory diseases, cardiovascular disorders, diabetes, and so on, public health campaigns in regards to fine dust risks have become more and more necessary. This research’s main findings are helpful for developing practical strategies for those campaigns.

Keywords:

fine-dust risks, preventive behavioral intention, social cognitive approach, subjective norm, information exposure

키워드:

미세먼지 위험 예방행위 의도, 사회인지이론, 주관적 규범, 정보 노출, 적용모형

Acknowledgments

This work was supported by the Ministry of Education of the Republic of Korea and the National Research Foundation of Korea (NRF-2018S1A3A2074932). (본 연구는 2018년 대한민국 교육부와 한국연구재단의 지원을 받아 수행된 연구 (NRF-2018S1A3A2074932)임).

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