Gratifications Sought and Obtained: Possible Improvements for COVID-19 Disaster Text Messages from the User’s Perspective

Abstract

This study aimed to identify the difference between users’ Gratifications Sought (GS) for disaster text messages and the actual Gratifications Obtained (GO) from such messages delivering disaster information during the COVID-19 pandemic. The study aimed to derive insights for enhancing the effectiveness of disaster text messages. A survey approach was adopted, which derived GS for disaster information through literature review and big data analysis. Following this, a panel was formed to conduct a survey. The survey revealed three key attributes of GS for disaster messages through factor analysis: ① informativeness (prompt, specific, and accurate information), ② reliability (consistency, continuity), and ③ responsiveness (community maintenance, caring, understanding, and empathy). The comparison between GS and GO showed that GS was higher than GO, particularly in terms of information specificity, reliability, and consistency. Furthermore, a positive correlation emerged between age, family size, and media usage and the favorable evaluation of disaster text messages.