미세먼지 어플리케이션(앱)의 정보 제시 형식이 위험 인식, 앱 사용 의도, 예방 행동 의도에 미치는 영향: 감정 휴리스틱과 기준점 휴리스틱의 적용

초록

Objectives The purpose of this study was to examine the effect of risk information presentation format on personal- / societal-level risk perception, intention to use fine dust mobile application, and preventive behavioral intention. Methods Using affect and anchoring heuristics as theoretical frameworks, an experiment was conducted with a 2 information presentation formats (image vs. number) × 2 anchors (present vs. absent), between-subjects design (N = 336). Results Analysis of Covariance (ANCOVA) indicated the following results: (1) The image presentation format condition had lower societal-level risk perception, and higher intention to use the app, than did the number presentation format condition. (2) The anchor-present condition had higher intention to use the app, than did the anchor-absent condition. (3) The presentation format and anchor had interaction effects on intention to use the app, such that the image ＋ anchor-present condition, had the highest intention to use the app. (4) The image condition had effects on preventive behavioral intention indirectly, through intention to use the app. Conclusions Our results provide theoretical implications, by applying the affect and anchoring heuristics to the fine dust issue, and practical implications, with regards to effective risk communication strategies, particularly with the use of fine dust apps.

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