Media Exposure and Risk Perception as Predictors of Engagement in COVID-19 Preventive Behaviors: Extending the Theory of Planned Behavior Across Two Cultures

Abstract

Purpose: This study examined the psychological and social factors that affect the performance of preventive behaviors toward COVID-19, by testing a model based on the theory of planned behavior (TPB). Our model featured media exposure and social networking site (SNS) involvement, and we tested it in two highly contrasted cultures regarding COVID-19 attitudes: U.S. and Japan. Method: An online survey collected 300 samples for each culture. Participation was voluntary, for monetary compensation through crowd-sourcing platforms. Findings: Overall, the results showed a good fit of our TPB model in each culture. Media exposure was a major predictor of risk perception in both cultures, while engagement in SNS predicted intention to perform preventive behavior for the Japanese only, and personal hygiene was found to be a significant predictor of protective behavior once again only for the Japanese. Implications and Value: While there were differences in the variables affecting preventive behaviors, overall, our proposed model proved to be robust across both cultures. Implications were made on differences between tight and loose cultures, as represented by Japan and the US, regarding COVID-19 preventive attitudes.