Relationships among Trust in Messages, Risk Perception, and Risk Reduction Preferences Based upon Avian Influenza in Taiwan

David Fang, Chen-Ling Fang, Bi-Kun Tsai, Li-Chi Lan and Wen-Shan Hsu
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David Fang: Graduate Institute of Tourism and Health Science, National Taipei University of Nursing and Health Science, 365 Ming-te Road, Peitou District, Taipei 11281, Taiwan
Chen-Ling Fang: Department of Finance and Cooperative Management, National Taipei University, 151 University Road, San Shia District, New Taipei 23741, Taiwan
Bi-Kun Tsai: Graduate Institute of Bio-Industry Management, National Chung Hsing University, 250 Guoguang Road, South District, Taichun 40227, Taiwan
Li-Chi Lan: Department of Finance and Cooperative Management, National Taipei University, 151 University Road, San Shia District, New Taipei 23741, Taiwan
Wen-Shan Hsu: Department of Finance and Cooperative Management, National Taipei University, 151 University Road, San Shia District, New Taipei 23741, Taiwan

IJERPH, 2012, vol. 9, issue 8, 1-16

Abstract: Improvements in communications technology enable consumers to receive information through diverse channels. In the case of avian influenza, information repeated by the mass media socially amplifies the consumer awareness of risks. Facing indeterminate risks, consumers may feel anxious and increase their risk perception. When consumers trust the information published by the media, their uncertainty toward avian influenza may decrease. Consumers might take some actions to reduce risk. Therefore, this study focuses on relationships among trust in messages, risk perception and risk reduction preferences. This study administered 525 random samples and consumer survey questionnaires in different city of Taiwan in 2007. Through statistical analysis, the results demonstrate: (1) the higher the trust consumers have in messages about avian influenza, the lower their risk perceptions are; (2) the higher the consumers’ risk perceptions are and, therefore, the higher their desired level of risk reductive, the more likely they are to accept risk reduction strategies; (3) consumer attributes such as age, education level, and marital status correlate with significant differences in risk perception and risk reduction preferences acceptance. Gender has significant differences only in risk reduction preferences and not in risk perception.

Keywords: avian influenza; trust in message; risk perception; risk reduction preference (search for similar items in EconPapers)
JEL-codes: I I1 I3 Q Q5 (search for similar items in EconPapers)
Date: 2012
References: View references in EconPapers View complete reference list from CitEc
Citations: View citations in EconPapers (2)

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