미세먼지 위협 상황 하에서 내국인 잠재관광객의 행동의도 - 보호동기이론(PMT) 적용 -

김주향 ( Kim Joohyang ),송학준 ( Song Hakjun ) 한국호텔리조트학회(구 한국호텔리조트카지노산학학회) 2021 호텔리조트연구 Vol.20 No.2

The threat of particulate matter has become an important issue because of its negative impact on daily lives and outdoor activities in South Korea. The level of particulate matter causes many inconveniences in tourists’ decision-making and traveling for the potential impact of particulate matter on tourists’ health. However, there is a lack of study to find out domestic tourists’ perception and behavior intentions under the threat of particulate matter. This study applied the Protection Motivation Theory(PMT), which has been a valuable framework to explain communication content based on fear appeals. Four Factors, severity, vulnerability, response efficacy and self efficacy, were used to measure the relationships of the protection motivation. In addition, the protection motivation and attitude were analysed in related to behavior intentions. A total of 383 completed questionnaires were analysed and SEM(Structural Equation Modeling) was used to test hypotheses. The results show that vulnerability and self efficacy positively affected protection motivation. Also, protection motivation and attitude positively affected behavior intentions of domestic tourists’. Theoretical and practical contributions to the PMT theory under the treat of particulate matter and the application related tourism industry were discussed.

소비자의 건강관리활동 유형 연구: 보호동기이론을 중심으로

나종연 ( Rha Jong-youn ),남영운 ( Nam Youngwon ),김지혜 ( Kim Jihye ),장유정 ( Chang Youchung ),장지수 ( Jang Jisu ),엄근선 ( Eom Kunsun ),문현석 ( Moon Hyunseok ),정명훈 ( Jung Myoung Hoon ),황정은 ( Hwang Jeong-eun ),김윤재 ( Ki 한국소비자학회 2021 소비자학연구 Vol.32 No.3

‘건강한 삶’에 대한 소비자의 높은 관심이 지속됨에 따라 소비자들은 건강관리 활동을 삶의 필수적인 요소로 인식하기 시작하였다. 이에 본 연구는 건강관리 활동을 소비자들이 건강한 삶에 대한 니즈를 충족시키기 위해 실천하는 일상적이고 예방적인 활동으로 정의하여, 건강관리 활동 수준을 살펴보고 이에 따라 소비자를 유형화하였다. 또한 건강관리 활동에 대한 소비자의 인지ㆍ심리적 기제를 설명하기 위해 보호동기이론(Protection motivation theory)을 적용하여 소비자 유형을 결정하는데 미치는 영향을 검증하였다. 이를 위해 본 연구는 20-60대의 소비자를 대상으로 설문조사를 실시하여 총 1,063명의 자료를 수집하였다. 연구의 결과는 다음과 같다. 첫째, 소비자들의 건강관리 활동은 식이 활동, 보조기기 사용, 신체 활동 순으로 수행되고 있으며, 구체적으로 걷기, 달리기 및 자전거타기, 건강기능 식품 섭취, 식단 관리, 식사량 조절의 활동 수준이 높은 편으로 나타났다. 둘째, 건강관리 활동 수준에 따른 유형화를 실시한 결과 식이 활동, 보조기기 사용, 신체 활동의 활동 수준이 모두 높고 고소득 소비자의 비중이 높은 ‘적극적 활동형(31.4%)’, 모든 신체 활동의 수준이 높은 신체 활동 중심형(31.6%)’, 식이 활동과 건강 관련 보조기기 사용 수준이 높으며 고연령층과 기혼자 비중이 가장 높은 ‘식이 활동 중심형(18.4%)’, 모든 건강관리 활동 수준이 낮고 평균 연령이 가장 낮은 편인 ‘소극적 활동형(18.5%)’이라는 네 집단을 도출하였다. 셋째, 보호동기이론은 소비자의 건강관리 활동을 설명하는데 유의미한 이론적 틀을 제시하고 있음을 확인하였다. 본인의 건강상태를 취약하게 느낄수록 적극적 활동형의 가능성을 증가시키는 반면, 건강을 잃게 되는 경우 발생할 수 있는 다양한 위험에 대해 심각하게 인식할수록 건강관리 활동에 소극적인 성향을 나타낼 가능성이 높아지는 것으로 나타났다. 건강관리 활동에 대한 지각된 혜택이 높아질수록 소극적 활동형 대비 신체 활동 중심과 식이 중심의 건강관리 활동을 수행할 가능성이 높아지는 반면, 건강관리 활동에 대한 지각된 비용이 증가하면 적극적 활동형에 포함될 가능성이 높아진다. 건강관리 활동에 대한 자기 효능감은 적극적 활동형, 신체 활동 중심형, 식이 활동 중심형을 비롯해 모든 건강관리 활동을 증가시키는 유의한 요인인 것으로 확인되었다. 본 연구는 소비자의 건강관리 활동에 대해 체계적인 이해를 도울 수 있는 근거를 제시하고 보호동기이론을 통해 소비자의 건강관리 활동에 대한 인지ㆍ심리적 요인을 검증하였다는 점에서 학문적 의의를 갖는다. As a considerable interest in maintaining a healthy living has continued among consumers, health promotion activities have been recognized as an essential part of their lives. Defining health promotion activities as the use of consumers’ resources, we firstly investigated the extent to which consumer engaged in health promotion activities and identified consumer segments according to the level of their health promotion activities. In order to explain health promotion activities, we also demonstrated relationships between five components in a protection motivation theory and consumer segments. Analyzing the data collected from 1,063 respondents aged between 20’s and 60’s, we suggested the findings as follows. First, dietary activities are found to be the most engaged health promotion activities, followed by the use of health care devices and physical activities. In specific, walking and jogging scored the highest, followed by taking a dietary supplement, managing diet and restricting calories. Second, four consumer segments were identified:(1) highly active consumers(31.4%) who were the most engaged in every kind of health promotion activity, physically vigorous consumers(31.6%) who were the second most vigorous consumers in all physical activities, dietary adherers(18.4%) showing the highest engagement in all dietary activities, and passive consumers(18.5%) who displayed the lowest engagement in all health promotion activities. Lastly, demonstrating the role of a protection motivation theory, we found perceived benefits associated with health promotion activities increases the likelihood of being physically vigorous consumers and dietary adherers, while perceived costs increase the likelihoods of being highly active consumers. Self-efficacy with respect to health promotion activities are positively related with being highly active consumer, physically vigorous consumer and dietary adherers compared to passive consumers. Consumers who reported lower scores in perceived vulnerability in their healthiness are more likely to be highly engaged consumers in all health promotion activities. Perceived severity of the consequences of unhealthy conditions increased the likelihoods of being passive in all health promotion activities. This study provides a better understandings of health promotion behaviors among consumers and underlying cognitive and psychological aspects of health promotion activities by demonstrating a role of the protection motivation theory.

AN EXTENDED PROTECTION MOTIVATION THEORY MODEL OF ENERGY SAVINGS AND CARBON REDUCTION BEHAVIORAL INTENTIONS --THE MEDIATION ROLE OF PROTECTION MOTIVATION

Mei-Fang Chen 글로벌지식마케팅경영학회 2018 Global Marketing Conference Vol.2018 No.07

On the basis of the protection motivation theory (PMT) research model, this study employed perceived moral obligation as a determinant to improve predictions of people’s intention to engage in energy savings and carbon reduction behavior aimed at mitigating the threat of environmental climate change through their protection motivation. The sample comprised 930 participants who completed self-reported questionnaire surveys in Taiwan. The empirical results of structural equation modeling indicated that the extended PMT model was more explanatorily powerful than the original model. The results not only confirmed that people’s perceived moral obligation plays a crucial antecedent role in predicting their intention to engage in energy savings and carbon reduction behavior but also verified the mediation effects of protection motivation in the extended PMT model.

Battling the Threat of Workplace Harassment

Ana ATTA,Nadeem uz ZAMAN,Hadi Hassan KHAN 한국유통과학회 2021 The Journal of Asian Finance, Economics and Busine Vol.8 No.6

This study attempts to look at workplace harassment through an entirely novel lens of protection motivation theory. The theory suggests the appraisal of threat and the coping ability determine an individual’s protection behavior. In this study, we have examined how the threat of harassment affects employees’ behaviors. This study utilized cross-sectional research design and quantitative information through an online survey using a two-step approach from 563 employees of different organizations worldwide. It analyzed using partial least square structural equation modeling (PLS-SEM). Results indicated main two constructs, Threat appraisal (perceived severity, perceived vulnerability) and coping appraisal (response efficacy, self-efficacy), were both found to be positively related to the employee’s protection intention and behavior. Besides, employee’s intention significantly mediated the threat appraisal and coping appraisal with employee’s behavior. Overall, results show the importance of protection motivation theory as a significant and influencing factor in workplace harassment, employees’ intention, and behavior. Our study offers a novel and new way to look at the phenomenon of workplace harassment and the process of forming protective behavior in a workplace. The theory can be extended to other workplace threats to develop novel and interdisciplinary views by meteorological change as an exploratory and experimental approach.

중장년층 인터넷 이용자의 온라인 개인정보 노출 및 보호 행동의 차이에 관한 연구

김형지(Hyoung Jee Kim),정세훈(Se-Hoon Jeong) 사이버커뮤니케이션학회 2015 사이버 커뮤니케이션 학보 Vol.32 No.3

본 연구는 30대 이상 성인 남녀 317명을 대상으로 온라인 상에서 개인정보를 ‘노출’하는 행위와 ‘보호’하는 행위에 영향을 미치는 주요 변인을 보호 동기 이론(Protection Motivation Theory) 관점에서 살펴보았다. 분석결과, 온라인에서 개인정보를 노출하는 행동과 보호하는 행동에 영향을 미치는 주요 변인은 차이가 있음을 발견하였다. 구체적으로 살펴보면, 개인정보 노출 행동에 영향을 미치는 주요 변인은 지각된 심각성인 것으로 나타났다. 중장년층 인터넷 이용자가 개인정보 노출 피해에 대한 지각된 심각성의 정도가 높아질수록 개인정보 노출 행동은 줄어드는 것으로 나타났다. 반면 개인정보 보호 행동은 지각된 자기효능감과 개인정보 보호 관련 지식, 그리고 지각된 취약성에 영향을 받는 것으로 나타났다. 중장년층 이용자의 지각된 자기효능감이 높을수록, 개인정보 보호 관련 지식 수준이 높을수록, 지각된 취약성이 높을수록 온라인에서 개인정보를 보호하는 행동 역시 증가하였다. 이상의 결과는 온라인 개인정보 유출 피해를 줄이기 위한 두 가지 전략적 행위(개인정보 노출 행동 감소와 개인정보 보호 행동 증가)의 동기가 다름을 보여준 것이다. 본 연구는 중장년층의 개인정보 관련 디지털 리터러시 증진을 위한 교육 및 홍보 매뉴얼 개발을 위한 기초 데이터로 활용되는 데 연구의 의의가 있겠다. Based on a survey of 371 adults 30 years or older, this study examined predictors of the ‘disclosure’ and ‘protection’ behaviors of privacy information, using protection motivation theory. Results showed that the predictors were different for privacy disclosure and privacy protection. Specifically, perceived severity was the major predictor of privacy disclosure, such that one is less likely to disclose personal information when perceived severity is high. On the other hand, self-efficacy, knowledge, and perceived severity were predictors of privacy protection. One is more likely to engage in protection behaviors when self-efficacy, knowledge, and percevied severity are high. These results suggest that the two behaviors (reducing privacy disclosure and increasing privacy protection) are motivated by different psychological factors. The findings could be applied to design effective digital literacy programs for older adults.

Predictors of Sun-Protective Practices among Iranian Female College Students: Application of Protection Motivation Theory

Dehbari, Samaneh Rooshanpour,Dehdari, Tahereh,Dehdari, Laleh,Mahmoudi, Maryam Asian Pacific Journal of Cancer Prevention 2015 Asian Pacific journal of cancer prevention Vol.16 No.15

Purpose: Given the importance of sun protection in the prevention of skin cancer, this study was designed to determine predictors of sun-protective practices among a sample of Iranian female college students based on protection motivation theory (PMT) variables. Materials and Methods: In this cross-sectional study, a total of 201 female college students in Iran University of Medical Sciences were selected. Demographic and PMT variables were assessed with a 67-item questionnaire. Multiple linear regression was used to identify demographic and PMT variables that were associated with sun-protective practices and intention. Results: one percent of participants always wore a hat with a brim, 3.5% gloves and 15.9% sunglasses while outdoors. Only 10.9% regularly had their skin checked by a doctor. Perceived rewards, response efficacy, fear, self-efficacy and marital status were the five variables which could predict 39% variance of participants intention to perform sun-protective practices. Also, intention and response cost explained 31% of the variance of sun-protective practices. Conclusions: These predictive variables may be used to develop theory-based education interventions to prevent skin cancer among college students.

소비자의 정보 프라이버시 염려와 보호행동: 개인적 요인의 영향을 중심으로

하리다,이환수 한국진로·창업경영학회 2023 한국진로창업경영학회지 Vol.7 No.4

With the emphasis on balancing the use of personal information with privacy protection, there has been a lot of academic discussion on the factors that influence privacy concerns and the consequences of those concerns. However, there are relatively few studies that examine the impact of various individual factors of customer on privacy concerns and behaviors from the perspective of consumers, who are the subjects of personal information. Furthermore, the role of privacy knowledge level has not been sufficiently discussed. Therefore, this study aims to examine the relationship between information privacy concerns and protective behavior based on the APCO model and the theory of motivation to protect. To this end, we examined differences in information privacy concerns and privacy protection behaviors according to personal factors such as gender, age, legal knowledge of privacy laws, education, and income, and tested whether there is a moderating effect between concerns and protection behaviors. The results showed that information privacy concerns were higher among women and those with high legal knowledge, and privacy protection behaviors were higher among those with low age, high legal knowledge, high education, and high income. We also found that legal knowledge had a moderating effect that strengthened the relationship between concerns and protection behaviors. In other words, research results shows that the interaction between personal factors plays an important role in consumers' privacy-protective behavior. This study contributes to the understanding of existing findings on the impact of personal factors on privacy concerns and protective behaviors and extends existing theories. 소비자의 개인정보 활용과 프라이버시 보호 간 조화가 강조됨에 따라 정보프라이버시 염려에 미치는 영향 요인과 염려의 결과에 대한 많은 학술적 논의가 이루어져 왔다. 그러나 개인정보의 주체인 소비자 관점에서 여러 개인적 요인이 정보프라이버시 염려와 행동에 미치는 영향을 살펴본 연구는 상대적으로 부족한 실정이다. 더욱이 정보프라이버시 관련 지식 수준이 어떠한 역할을 하는지도 충분한 논의가 이루어지지 못하였다. 이에 본 연구에서는 APCO 모델과 보호동기이론을 바탕으로 정보프라이버시 염려와 보호행동 간의 관계를 보다 구체적으로 살펴본다. 이를 위해 성별, 연령, 개인정보보호법에 대한 법지식, 학력, 소득 등 개인적 요인에 따른 정보프라이버시 염려 수준의 차이와 정보프라이버시 보호행동 수준의 차이를 살펴보고, 염려 수준과 보호행동 사이에서 조절효과 여부를 검증하였다. 연구결과에 따르면 정보프라이버시 염려는 여성과 법지식이 높은 사람이 높고, 프라이버시 보호행동은 저연령, 높은 법지식, 고학력, 고소득인 경우 높게 나타났다. 또한 법지식이 염려 수준과 보호 행동의 관계를 강화하는 조절효과를 가지는 것을 확인하였다. 즉, 분석 결과는 소비자들의 프라이버시 보호행동에 개인적 요인들 간의 상호작용이 중요한 역할을 한다는 것을 시사한다. 본 연구는 개인적 요인들이 프라이버시 염려와 보호행동의 미치는 기존 연구 결과들을 이해하고 기존 이론을 확장하는 데 기여할 것이다.

혼행족의 위험지각이 관광객의 태도 및 행동의도에 미치는 영향: 보호동기이론 관점 적용

허동근,김아름,김하니 한국호텔관광학회 2023 호텔관광연구 Vol.25 No.12

With the rapid increase in the number of single-person households in recent years, there has been a growing interest in solo travel. However, there is a lack of academic research targeting solo travelers. Especially in an era marked by various international travel constraints have occurred recently, this study aims to derive several risk perceptions of solo travelers and to identify which factors affect their protection motivations, tourism attitudes, and behavioral intentions. Based on previous studies, a structural equation model was established to identify the relationships between each factor. A survey was conducted among people who have experienced solo travel abroad, and a total of 195 responses were used. Frequency analysis, confirmatory factor analysis, and structural equation model analysis were conducted using Jamovi and SmartPLS. The study found that risk perception factors had a partially significant effect on both threat and coping appraisal factors. In addition, threat appraisal and coping appraisal also showed a partially significant relationship with their solo travel attitude, and a significant relationship between solo travel attitude and behavior intention was confirmed. In particular, unlike previous studies, the relationship between functional risk perception and perceived vulnerability showed a negative relationship, believed to be due to the characteristics of solo travelers. This study is of great significance in that it analyzed the factors influencing the tourism attitude and behavior intention of single travelers, who have recently emerged as major tourism subjects, from the viewpoint of protection motivation theory. It is significant in that it expands the applicability of the protection motivation theory, breaking away from the theoretical framework focused on the theory of planned behavior, which has been mainly used to identify tourist behavior intentions.

Investigating the acceptance of the reopening Bataan nuclear power plant: Integrating protection motivation theory and extended theory of planned behavior

Ardvin Kester S. Ong,Yogi Tri Prasetyo,Jose Ma Luis D. Salazar,Justine Jacob C. Erfe,Arving A. Abella,Michael Nayat Young,Thanatorn Chuenyindee,Reny Nadlifatin,Anak Agung Ngurah Perwira Redi 한국원자력학회 2022 Nuclear Engineering and Technology Vol.54 No.3

Nuclear power plant (NPP) is currently considered as one of the most reliable power sources. However,182 of them are considered decommissioned and inactive including the one in Bataan, Philippines. Theaim of this study was to investigate the acceptance of the reopening of Bataan Nuclear Power Plant(BNPP) by integrating the Theory of Planned Behavior and Protection Motivation Theory. A total of 815Filipinos answered an online questionnaire which consisted of 37 questions. The Structural EquationModeling (SEM) indicated that knowledge towards nuclear power plants was the key factor in determiningpeople's acceptance towards NPP reopening. In addition, knowing the benefits would lead topositive perceived behavioral control (PBC) and attitude towards intention. Results showed that PBC andattitude are mediators towards the acceptance of people regarding the reopening of BNPP. If an individual'sknowledge gravitates towards the perceived risk, then this can lead to the negative acceptanceof the NPP reopening. On the other hand, if an individual's knowledge gravitates towards the perceivedbenefits, then this will lead to positive acceptance. This study is the first study that explored theacceptance of the reopening BNPP. Finally, the study's model construct would also be very beneficial forresearchers, government, and even private sectors worldwide.

텔레비전 뉴스 시청이 시청자의 건강증진의지에 미치는 영향에 관한 연구

우형진(Hyung-Jin Woo) 한국언론학회 2007 한국언론학보 Vol.51 No.2

The purpose of this study is exploring how television news viewing affects audiences' disease phobia and knowledge, furthermore, how these variables are mixed with audiences's protection motivation and have an influence on audiences' health promotion intention. The previous researches have indicated that television news viewing provides audiences with non-professional and sensational reports regarding diseases. According to protection motivation theory, people control extraneous fear stimuli for copying with health anxiety in the frame of protection motivation. For testing the hypotheses, self-report type of questionnaire were administrated to 553 college students. The research findings reveal that there is a positive relations between the degree of television news viewing and disease phobia and knowledge. The two variables affect audiences' protection motivation. Finally, there is a significant result that the disease knowledge & protection motivation affect audiences' protection motivation intention.