Perceived risk, preventive behavior and travel avoidance- Moderating effect of COVID-19 knowledge

Abstract

<p>目前COVID-19所帶來的重大且深遠影響已對經濟、社會和健康造成獨特的衝擊。有鑑於COVID-19的高感染率，積極投入COVID-19的預防工作以減少COVID-19感染死亡率是必要的。因此，後疫情時代的旅遊振興是政府必須認真看待的問題。在現有文獻，逃避現實已被視為旅行的一個重要動機因素。目前COVID-19相關研究大多集中在醫療效應或心理壓力，而COVID-19行為和旅遊意圖則是很少見。基於來自台北市和新北市的270個有效樣本，本研究使用結構方程模型檢驗COVID-19認知風險(PER)、預防行為(PREV)和旅遊規避(TA)之間的關聯性，以及COVID-19知識(KN)的調節效應。實證顯示：COVID-19認知風險可以透過預防行為影響旅遊規避，然而COVID-19認知風險無法直接影響旅遊規避；COVID-19知識對預防行為和旅遊規避之間的關係具有調節作用。</p> <p> </p><p>The massive and profound impact of the current pandemic (i.e., COVID-19) has posed unique economic, social, and health challenges. Given the high prevalence of COVID-19 infection, more active involvement in COVID-19 prevention is needed to reduce mortality from COVID-19 infection. Therefore, the revival of tourism in the post-epidemic era is an issue that the government must take seriously. Within extant literature, escapism has been posited as a key motivation factor for travel. Today, studies related to COVID-19 has mostly focused on the medical effects or psychological aspects of stress; little research has been conducted on COVID-19 behaviors and travel intention. Based on 270 valid samples from Taipei CITY and New Taipei City, this study used structural equation modeling to examine the relationships among perceived risk of COVID-19 (PER), preventive behavior (PREV) and travel avoidance (TA) as well as the moderating effect of COVID-19 knowledge (KN). Empirical results indicate that PER can influence TA through PREV, whereas PER cannot directly impact TA; KN has a moderating effect on the relationship between PREV and TA.</p> <p> </p>