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Exploring the Mechanisms of Influence on COVID-19 Preventive Behaviors in China’s Social Media Users

Author

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  • Zeyu Liu

    (Institute of Psychology, Chinese Academy of Sciences, Beijing 100101, China
    Department of Psychology, University of Chinese Academy of Sciences, Beijing 100049, China)

  • Huijun Geng

    (School of Law, China University of Political Science and Law, Beijing 102249, China)

  • Hao Chen

    (Department of Social Psychology, School of Zhou Enlai School of Government, Nankai University, Tianjin 300350, China)

  • Meng Zhu

    (Institute for Advanced Studies in Finance and Economics, HuBei University of Economics, Wuhan 430205, China)

  • Tingshao Zhu

    (Institute of Psychology, Chinese Academy of Sciences, Beijing 100101, China
    Department of Psychology, University of Chinese Academy of Sciences, Beijing 100049, China)

Abstract

The outbreak of Coronavirus Disease 2019 (COVID-19) posed a powerful threat to human life. The preventive behaviors of individuals (e.g., home quarantine, disinfection, and wearing masks) play a key role in preserving and controlling the disease. In this case, as a motivational psychological system oriented toward avoiding infection, the behavioral immune system (BIS) may be activated and link to preventive behaviors. This study investigated the mechanisms through which emotional and cognitive processes resulted by BIS have promoted preventive behaviors in relation to COVID-19. We collected data on 22,005 active Sina Weibo users from 31 December 2019 to 8 February 2020 to measure their emotions (including disgust, happiness, and fear), cultural values (individualism and collectivism), moral concern (including purity vice, fairness vice, and authority virtue), and behavioral intentions (including isolation intention, protection intention, and aid intention) using Text Mind software and related dictionaries. Multiple regression and mediation analyses were performed to explore the relationships among variables. The results showed seven complete mediation paths (such as disgust–purity vice–protection intention). Each of these paths describes the effects of cognitive processes caused by BIS on preventive behaviors. We inferred that there may be path mechanisms such as disgust–cognitive processes–preventive behaviors. Using these results, policy makers can take appropriate measures to intervene in preventive behaviors (e.g., by posting disgusting images on social media to evoke disgust). The results can be used to explain differences in preventive behaviors among populations even in the face of similar thread levels. Furthermore, our research provides empirical evidence for the hypothesis of pathogen prevalence.

Suggested Citation

  • Zeyu Liu & Huijun Geng & Hao Chen & Meng Zhu & Tingshao Zhu, 2020. "Exploring the Mechanisms of Influence on COVID-19 Preventive Behaviors in China’s Social Media Users," IJERPH, MDPI, vol. 17(23), pages 1-14, November.
    • Handle: RePEc:gam:jijerp:v:17:y:2020:i:23:p:8766-:d:451026
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    References listed on IDEAS

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    Cited by:

    1. Ji, Xinyu & Zhan, Taotao & Zhu, Tingshao, 2024. "Impact of COVID-19 on negative body image: Evidence based on social media data," Social Science & Medicine, Elsevier, vol. 340(C).
    2. Krishna Regmi & Cho Mar Lwin, 2021. "Factors Associated with the Implementation of Non-Pharmaceutical Interventions for Reducing Coronavirus Disease 2019 (COVID-19): A Systematic Review," IJERPH, MDPI, vol. 18(8), pages 1-27, April.

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