Testing Extended Parallel Processing Model in the Korean COVID-19 Context: Effect of Moral Intuitions as Moderators

Despite the possible social implications of the coronavirus disease 2019 (COVID-19), previous studies of the extended parallel processing model (EPPM) in the context of COVID-19 overlooked the emotional aspects when processing fear-inducing COVID-19-related messages. Drawing upon the moral foundation theory (MFT), this study aimed to (a) apply EPPM in the Korean COVID-19 context, (b) introduce MFT and explain why moral intuitions can be related to the processing of COVID-19 messages, and (c) examine the moderating role of moral intuitions in the EPPM model. Based on the theoretical backgrounds, this study tested EPPM hypotheses and also tested whether moral intuition can moderate the relationship between perceived self-efficacy, perceived threat, fear of COVID-19, and health compliance behavioral intention. This study conducted an online survey using measurements of perceived self-efficacy, perceived threat, MFQ-20, fear of COVID, and health compliance. Our study showed three main findings. First, our study found the main effects of (a) self-efficacy on health compliance behavioral intention and (b) perceived threat on health compliance behavioral intention. Second, our study found that morality moderated the main effects of self-efficacy or perceived threat and also moderated EPPM interaction on fear of COVID. Third, the moderation of morality in the relationship between self-efficacy and health compliance behavioral intention showed that health compliance intention decreased as morality increased. Our findings suggest that people can consider COVID-19 as a social and moral issue that involves protecting others.