뉴스의 조절 초점 프레임과 백신 접종에 대한 위험지각, 그리고 예방 행동 간의 관계: 뉴스 강조 프레임은 코로나19 백신 접종 의향을 어떻게 견인하는가?*

The current study aimed to find out whether risk perception and vaccination intention change depending on the emphasis frame of news message related to the COVID-19 vaccine. An experimental survey was conducted for this aim. The study used the regulatory focus as an emphasis frame, which has two focuses, promotion and prevention focus, and investigated if risk perception and vaccination intention were influenced by the promotion focus, which focuses on the benefits of vaccination, and the prevention focus, which focuses on the loss due to vaccination. In addition to the regulatory focus, which is an emphasis frame, alternatives for choosing which vaccination behavior to do were presented either positively or negatively as an equivalency frame. And it was additionally examined if there is a regulatory fit effect between the goal induced by regulatory focus (i.e., promotion vs. prevention) and the mean to achieve the goal, which is the vaccination behavior options. Namely, we investigated if the vaccination intention increases with a positive frame in the promotion focus and a negative frame in the prevention focus, which is the interaction between the emphasis frame and the equivalency frame. The results showed the main effect of the regulatory focus, but the interaction effect, regulatory fit, was not found. These results show that people’s risk perception changes depending on the regulatory focus and risk perception mediates the effect of regulatory focus on vaccination intention. The study provides an opportunity to specifically examine the impact on people’s risk perception and vaccination behavior depending on how news about COVID-19 vaccine is written and reported.