Data_Sheet_1_Impact of media trust and personal epidemic experience on epidemic prevention behaviors in the context of COVID-19: A cross-sectional study based on protection motivation theory.csv

ObjectiveThis study aimed to elucidate the impact of media trust on epidemic prevention motivation and behaviors based on the Protection Motivation Theory (PMT) and to evaluate the moderation effect of personal epidemic experience, which focused on the differences in two groups with or without epidemic experience.
MethodsThe exogenous constructs and PMT model and scale were constructed through literature analysis, and a web-based questionnaire survey was conducted among 428 individuals aged above 18 years in China. Statistical analysis and hypothesis testing were performed in SPSS 26 and SmartPLS 3.
ResultsTraditional media trust accounted for the largest weight in media trust (w = 0.492, p-value < 0.001), followed by social media (w = 0.463, p-value < 0.001), and interpersonal communication (w = 0.290, p-value < 0.001). Media trust was positively and significantly related to both threat appraisal (β = 0.210, p-value < 0.001) and coping appraisal (β = 0.260, p-value < 0.001). Threat appraisal (β = 0.105, p-value < 0.05) and coping appraisal (β = 0.545, p-value < 0.001) were positively and significantly related to epidemic prevention motivation, which positively and significantly related to epidemic prevention behaviors (β = 0.492, p-value < 0.001). The R2 values of epidemic prevention motivation and behavior are 0.350 and 0.240, respectively, indicating an acceptable explanation. Multiple-group analysis revealed five significant differences in paths between the two groups, indicating personal epidemic experience acting as a slight moderator on these paths.
ConclusionTraditional media trust and social media trust were the important elements in COVID-19 prevention and control, and public health departments and governments should ensure the accuracy and reliability of information from traditional and social media. Simultaneously, the media should balance threat information and efficacy information in order to generate the public’s prevention motivation and behaviors.

研究目标：本研究旨在基于保护动机理论（Protection Motivation Theory, PMT）阐明媒介信任对防疫动机与防疫行为的影响，并评估个人疫情经历的调节效应，重点对比有无疫情经历的两组群体间的差异。
研究方法：通过文献分析构建外生构念、保护动机理论模型与量表，并针对中国境内428名18周岁及以上人群开展网络问卷调查。采用SPSS 26与SmartPLS 3软件进行统计分析与假设检验。
研究结果：传统媒介信任在媒介信任维度中占比最高（w=0.492，p<0.001），其次为社交媒体信任（w=0.463，p<0.001）与人际传播信任（w=0.290，p<0.001）。媒介信任与威胁评估（β=0.210，p<0.001）、应对评估（β=0.260，p<0.001）均呈显著正相关。威胁评估（β=0.105，p<0.05）与应对评估（β=0.545，p<0.001）均与防疫动机呈显著正相关，而防疫动机又与防疫行为呈显著正相关（β=0.492，p<0.001）。防疫动机与防疫行为的决定系数R²分别为0.350与0.240，表明模型具备可接受的解释力。多群组分析显示两组间存在5条路径的显著差异，提示个人疫情经历对上述路径具有轻度调节效应。
研究结论：传统媒介信任与社交媒体信任是新冠疫情防控的关键要素，公共卫生部门与政府应保障传统媒介与社交媒体发布信息的准确性与可靠性。同时，媒体应平衡威胁类信息与效能类信息的传播，以激发公众的防疫动机与防疫行为。