코로나19 백신 접종 행동의 결정 요인: 이타주의와 무임승차 프레임, 접종률, 그리고 정서 변수를 중심으로

This study investigated whether the intention to receive the COVID-19 vaccine changed depending on the emphasis frame of the information related to vaccination and the vaccination rate. In addition, the effect of risk perception of COVID-19 infection and related emotions (anticipated worry and regret) on vaccination intention was examined. For this purpose, an online experimental study was conducted. The effect of one’s vaccination, using social preferences as an emphatic frame, is presented either as an altruistic behavior that lowers the likelihood of infecting others or a free-riding behavior that reduces the likelihood of infecting oneself from others and it was examined if vaccination intention was affected by the emphasis frame. In addition, the vaccination rate was presented as high or low (65% vs. 15%) to see whether the effect of the frame appeared differently depending on the vaccination rate. The results showed that vaccination intention was higher when the frame was expressed altruistically, and the anticipated worry and regret about the consequences of not vaccinating mediated the effect of risk perception of corona infection on vaccination intention vaccinate. There was no main effect of the vaccination rate and the interaction with the social preference frame. The implications of the results for media reporting and public health communication strategies were discussed, and limitations were presented.