Abstract
BackgroundDue to the absence of a vaccine of SARS-CoV-2 virus pandemic, the most effective way to reduce transmission of the virus is by applying social distancing practices. Exploring factors that determine whether people adopt social distancing measures is, therefore, critical to reducing the spread of the virus. This study aimed to investigate people’s intentions to socially distance based on the extended Theory of Planned Behavior.MethodsA questionnaire was distributed to the sample population and collected through social media online and WhatsApp groups from March 26, 2020 to March 29, 2020. There were 823 analyzed out of 1870 responses. The extended TPB variables and risk perception were measured using a 7-point scale (scored from 1 to 7). Data were analyzed using the partial least squares (PLS) structural equation modeling method.ResultsStudy found that the factors influencing the intention to perform social distancing were subjective norms and perceived behavior control. Risk perception affected attitudes, subjective norms, and perceived behavioral control. Media exposure was found to determine attitudes, subjective norms, and risk perceptions. The relationship between attitudes and intentions, and media use and perceived behavior control were not significant. The better and effective risk communication that can change the level of risk perception, raise family and religious leader as well as increase to control behavior are the keys to people’s perform social distancing. Results from a multigroup analysis revealed that younger individuals showed a stronger relationship between the influence of risk perception and PBC and media use on risk perception. The predictive strength of subjective norms from risk perception and risk perception from media use was more strongly associated with rural populations.ConclusionsThe results of study provide an initial understanding of the level of the public’s risk perception to reduce the spread of SARS-CoV-2. Findings also revealed the role of media use in determining risk perception, attitudes and subjective norms and, in turn, change people’s intention to socially distance. This study may add to the literature of behavioral changes in pandemic and provide a framework for both policymakers and practitioners to formulate effective interventions in the future.
Highlights
Due to the absence of a vaccine of SARS-CoV-2 virus pandemic, the most effective way to reduce transmission of the virus is by applying social distancing practices
This study used communication variables as predictors of risk perception, attitudes, and social norms, and the results were significant. This finding supports the elaboration of the likelihood model and suggests that attention to message content is a necessary condition for persuasive effects [69]. These results suggest that both print and digital media influence the level of risk perception, attitudes, and social norms when predicting social distancing practices to prevent the spreading of the COVID-19
The empirical results of a partial least squares structural equation modeling analysis with 823 participants revealed that the extended Theory of Planned and Behavior (TPB) model supported 8 out of 10 proposed hypotheses
Summary
Due to the absence of a vaccine of SARS-CoV-2 virus pandemic, the most effective way to reduce transmission of the virus is by applying social distancing practices. Since the first case of COVID-19, the disease caused by the novel coronavirus SARS-CoV-2 that was first reported in December 2019 in Wuhan, Hubei Province, China, the virus has achieved a global spread. While the public awaits a vaccine, public health measures need to be taken to stop the spread of SARS-CoV2. To both prevent and slow transmission of the virus, the WHO has recommended protective behaviors such as regularly washing hands with soap and water or alcohol-based hand sanitizers, keeping a distance of at least 1 meter from others, avoiding crowded places, covering the mouth and nose when coughing, staying at home or self-isolating at home, and practicing physical activities [5, 6]. Hoaxes, rumors, and false information are spreading through social media, which has influenced the public’s perception of COVID-19
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