A Study On The Influence Of Media Contact On The Willingness Of Epidemic Prevention Behavior Among Rural Residents In Northern Henan Province

Epidemics caused by epidemic infectious diseases are very harmful to the national society,and it is important for the public to be informed of the relevant epidemic prevention information in a timely manner in order to generate positive epidemic prevention behaviors.Since the production and life style in rural areas is different from that of urban residents,there are certain differences in the access to epidemic prevention information through media contact and the willingness to develop epidemic prevention behaviors after obtaining the information.Therefore,it is meaningful to explore the willingness of epidemic prevention behavior of residents in rural areas during epidemics.In this study,we used questionnaires and in-depth interviews to investigate the behavior of rural residents in northern Henan Province from the perspective of the Theory of Planned Behavior.The relationship between media exposure and the factors of behavioral attitudes,subjective norms,and perceptual behavioral control in the theory of planned behavior was investigated,as well as the effect of these factors on the willingness to vaccinate,and the magnitude of the effect of these factors on the willingness to vaccinate.The study found that media exposure positively and significantly influenced attitude,subjective norms,and perceptual behavior control,and these three factors ultimately had a positive and significant effect on the willingness to prevent epidemic behavior.The strongest effect on the willingness of rural residents to prevent epidemic is perceived behavioral control,followed by subjective norms,and finally behavioral attitudes.Based on the results of this study,this paper suggests how the media can optimize the dissemination of epidemic prevention information in the future,and makes suggestions on the content and form of dissemination,as well as the factors that influence the willingness of rural residents to prevent epidemic behavior,so as to help the media deliver epidemic prevention information more effectively and help rural residents to develop positive willingness to prevent epidemic behavior when epidemics caused by infectious diseases spread in society in the future.