Research on the Impact of Media Credibility on Risk Perception of COVID-19 and the Sustainable Travel Intention of Chinese Residents Based on an Extended TPB Model in the Post-Pandemic Context

How Attitude and Para-Social Interaction Influence Purchase Intentions of Mukbang Users: A Mixed-Method Study

Mukbang is widely recognized as a new type of food video on user-generated content (UGC) platforms. The purpose of this study was to identify motivators to watch mukbangs and to examine the relationship between these motivators and the intention to watch mukbangs via attitudes toward mukbangs and para-social relationships. In addition, this study examined how the intention to watch mukbangs affected purchase intention. Interviews were conducted to determine the motivation factors for watching mukbangs by collecting data from mukbang viewers. The results of the interviews suggested that vicarious satisfaction, enjoyment, information, exposure, and attractiveness were motivators for watching mukbangs. Using a survey, this study collected data from 399 participants who watched mukbangs to test relationships. Using SmartPLS, structural equation modeling (SEM) was conducted. The outcomes of the SEM indicated that vicarious satisfaction, enjoyment, and information influenced the intention to watch mukbangs via attitudes toward mukbangs. The results also indicated that exposure and attractiveness had an impact on the intention to watch mukbangs via para-social relationships. Furthermore, the intention to watch mukbangs influenced the intention to purchase food items portrayed in the mukbang content. This study contributes to the literature by empirically confirming the effect of watching mukbang on purchase intention.

Risk Perception of COVID-19 as a Cause of Minority Ethnic Community Tourism Practitioners' Willingness to Change Livelihood Strategies: A Case Study in Gansu Based on Cognitive-Experiential Self-Theory

This study based on the cognitive-experiential self-theory, with risk attitude as the mediator and livelihood capacity as the moderator, explores the mechanism of the effect of risk perception of COVID-19 on minority ethnic community tourism practitioners' willingness to change livelihood strategies. Taking 423 tourism practitioners from five minority ethnic tourism communities as the objects of investigation in Gansu Province, China. This paper empirically tests the theoretical model by using Amos and SPSS. The results indicated the following: Risk perception of COVID-19 has a significant positive impact on the willingness of minority ethnic community tourism practitioners to change their livelihood strategies. Risk attitude partially mediated the relationship between risk perception of COVID-19 and willingness to change livelihood strategies. Livelihood capacity negatively moderated the relationship between risk perception of COVID-19 and willingness of minority ethnic community tourism practitioners to change their livelihood strategies. Livelihood capacity also negatively moderated the mediation effect of the relationship between risk perception of COVID-19 and willingness to change livelihood strategies. Based on the research conclusions, it provides theoretical guidance and practical enlightenment for minority ethnic community tourism practitioners on how to improve the stability and sustainability of their livelihoods through the adjustment and transformation of livelihood strategies in the post-epidemic era.

Public Risk Perception Attribution Model and Governance Path in COVID-19: A Perspective Based on Risk Information

Background

Risk perception is a key factor influencing the public’s behavioral response to major public health events. The research on public risk perception promotes the emergency management system to adapt to the needs of modern development. This article is based on a risk information perspective, using the COVID-19 event as an example. From the micro and macro perspectives, the influencing factors of public risk perception in major public health events in China are extracted, and the attribution model and index system of public risk perception are established.

Methods

In this paper, the five-level Likert scale is used to collect and measure the risk perception variable questionnaire through the combination of online and offline methods (a total of 550 questionnaires, the overall Alpha coefficient of the questionnaire is 0.955, and the KMO test coefficient t=0.941), and through independent samples t-test, correlation analysis, multiple regression analysis and other methods to draw relevant conclusions.

Results

The results showed that gender and age were significantly associated with risk perception (p<0.005), and education level was significantly negatively associated with risk perception (p <0 0.005). Risk information attention and risk perception were significantly positively correlated (p<0.005), media credibility was significantly positively correlated with risk perception (p<0.005), while risk information identification and media exposure had no significant interaction with risk perception (p=0.125, p=0.352).

Conclusion

Factors such as gender, age, education level, place of residence, media exposure, media credibility, risk information attention, and recognition lead to different levels of risk perception. This conclusion helps to provide a basis for relevant departments to conduct public risk management of major public health events based on differences in risk perceptions.