The Impacts of Media Exposure on COVID-19 Preventive Behaviors Among Vietnamese People: Evidence Using Expanded Protection Motivation Theory

ABSTRACT

In the context of no prescriptive medications and lack of sufficient vaccine, COVID-19 preventive behaviors were a top priority, particularly for developing countries. This study aimed to determine how the media influenced preventive behaviors of Vietnamese people against COVID-19. A mixed method was conducted, including qualitative research by a focus group with 11 participants and quantitative research by cross-section with 609 respondents. The results showed that media exposure was directly associated with increased perceived severity, perceived vulnerability, perceived self-efficacy, and knowledge about COVID-19 and indirectly associated with COVID-19 preventive behaviors. There were slight differences in the impacts of media on mediating constructs and preventive behaviors by generation, and no significant differences among subgroups by gender, place of residence, and educational level. This finding offered some implications that communication practice should specifically prioritize improving knowledge on COVID-19, its severity and vulnerability. Furthermore, public awareness towards threat appraisal, coping appraisal, and active conduction COVID-19 preventive behaviors.