Digital media exposure, trust, and preventive behaviors during COVID-19 pandemic

This study investigates how digital media exposure is associated with individuals' psychological responses and behavioral adaptation during crises. Building on the Extended Parallel Process Model (EPPM), the study provides an empirical examination of the associations among perceived severity, perceived susceptibility, perceived self-efficacy, response efficacy, trust in government, social trust, and preventive behaviors during the COVID-19 pandemic. The proposed conceptual model was tested using structural equation modeling (AMOS-SEM 22) based on cross-sectional survey data collected online in China (N = 1600). The results indicate that digital media exposure is positively associated with perceived severity, perceived susceptibility, perceived self-efficacy, response efficacy, trust in government, and social trust. These six factors were also significantly associated with individuals' preventive behaviors. Notably, trust-related factors, including trust in government and social trust, showed the strongest associations with preventive behaviors, exceeding the associations observed for perceived threat (perceived severity and susceptibility) and perceived efficacy (self-efficacy and response efficacy). These findings are consistent with the EPPM and suggest that trust may be an important psychological and social factor to consider when applying the model to digital crisis communication contexts. From a psychological and applied perspective, the results highlight the relevance of reciprocal crisis communication and public engagement. Transparent, credible, and interactive communication by public relations officials and authorities may be associated with higher levels of public trust and greater adherence to recommended preventive practices during crises.