The Role of Risk Communication in Shaping Health-Protective Behavior Amid the COVID-19 Pandemic in Thailand

Abstract

The study aimed to investigate the influence of social media, cultural, and demographic factors on individuals’ perceptions of risk and their responses to risk communication. This study targeted the population living in Bangkok, the capital city of Thailand, for the collection of data because Bangkok recorded the highest cumulative COVID-19 cases in the country during the pandemic. The questionnaire method included 625 respondents and was administered from August 2022 to October 2022. The questionnaire’s validation process involved conducting quantitative analysis, specifically utilizing confirmatory factor analysis within the IBM SPSS statistics 25 software. The analysis showed that demographic factors such as gender, occupation, education, and income significantly influenced risk interpretation. In terms of gender, males demonstrated a higher inclination towards evaluating data and information compared to females. Employed individuals also displayed a greater tendency for data evaluation than those who were not employed. Furthermore, individuals with lower education levels and income were more inclined towards studying risk-related information. Age and marital status did not exhibit a significant impact on risk interpretation. It was observed that interaction with social media can influence risk interpretation, potentially reducing individuals’ ability to interpret descriptive data. Furthermore, political beliefs were found to negatively impact risk interpretation due to the potential biases and preconceived notions that can shape how individuals perceive and evaluate information. Social, political, and cultural factors collectively played a role in shaping individuals’ perceptions and behaviors related to risk and health. Therefore, reevaluating these factors through quantitative research can offer valuable insights for formulating more effective recommendations to enhance risk communication policies and prepare strategies for future public health emergencies.