Department of Advertising and Public Relations, Hanyang University ERICA Campus.
Health Commun. 2024 Nov;39(13):3426-3435. doi: 10.1080/10410236.2024.2324230. Epub 2024 Mar 5.
In the context of climate change communication, this study explores the process through which exposure to media messages about a risk leads to recommended behavioral intentions. We propose a model of this process based on the Extended Parallel Process Model (EPPM) and the Risk Perception Attitude (RPA) framework. Our model analyzes how risk perception, negative emotion, and efficacy beliefs mediate and moderate the effects of media messages on people's intention to engage in pro-environmental behaviors. A national survey among 1,000 adults in South Korea was analyzed, and the fitting of PROCESS Models 4 and 15 yielded four main findings. First, media exposure was directly and positively related to risk perception, negative emotion, and pro-environmental behavioral intention. However, the significant relation between media exposure and behavioral intention was partly conditional upon efficacy beliefs. Second, risk perception and negative emotion were also significantly related to behavioral intention conditional upon efficacy beliefs. Third, efficacy beliefs significantly moderated the relation between risk perception and behavioral intention, but not between negative emotion and behavioral intention. Fourth, efficacy beliefs served as a moderator for the indirect effect of media exposure on behavioral intention via risk perception and negative emotion.
在气候变化交流的背景下，本研究探讨了人们接触有关风险的媒体信息后如何产生推荐的行为意图的过程。我们基于扩展平行处理模型（EPPM）和风险感知态度（RPA）框架提出了一个模型。我们的模型分析了风险感知、负面情绪和效能信念如何在媒体信息对人们参与环保行为的意图的影响中起到中介和调节作用。对韩国 1000 名成年人进行的一项全国性调查进行了分析，PROCESS 模型 4 和 15 的拟合得出了四项主要发现。首先，媒体暴露与风险感知、负面情绪和环保行为意图直接且呈正相关。然而，媒体暴露与行为意图之间的显著关系部分取决于效能信念。其次，风险感知和负面情绪也与效能信念条件下的行为意图显著相关。第三，效能信念显著调节了风险感知与行为意图之间的关系，但不调节负面情绪与行为意图之间的关系。第四，效能信念作为媒体暴露通过风险感知和负面情绪对行为意图的间接效应的调节变量。
