民眾對COVID-19認知風險、恐懼、預防行為與旅遊規避

COVID-19是本世紀最嚴重的人類生存危機，它不僅危害全球人民的健康，更衝擊到各國經濟發展。如今許多國家紛紛採取許多限制措施。然而，隨著英國新變種疫情出現及現有疫苗的有效性未明，國人「自我防衛」的意識逐漸抬頭，更讓國人從事國內旅遊意願受到考驗。目前相關COVID-19的研究大都是在醫療效果或是心理層面的壓力；鮮少對COVID-19對旅遊民眾的行為與意願的探討。有鑑於這波COVID-19疫情已經蔓延全國。因此，本研究以全國民眾為主要研究對象，並以滾雪球方式的網路問卷進行。依據424份有效樣本並藉由結構化方程（Structural Equation Model, SEM）驗證六個研究假設。實證顯示：COVID-19認知風險並未讓國人顯著產生恐懼；也未能顯著影響預防行為。然而，當國人產生恐懼時，便自然會格外重視其預防行為。最後，國人預防行為的提升會顯著影響其旅遊規避（travel avoidance）；更凸顯國人雖具備預防行為的認知，仍然採取保守的旅遊意願。

關鍵字

認知風險；恐懼；預防行為；旅遊規避； COVID-19

並列摘要

In this century, COVID-19 is the greatest serious threat to human survival. It not only endangers people's health around the world, but it also has an impact on the economic development of all countries. Many countries are currently enacting a variety of restrictions. However, with the emergence of a new variant of the epidemic in the UK and uncertainty about the efficacy of existing vaccines, people's awareness of "self-defense" has gradually increased, as has their desire to engage in domestic tourism been tested. At the moment, most COVID-19-related research focuses on medical impacts or psychological stresses; there is little debate on the behavior and willingness of COVID-19 regarding tourists. In light of the COVID-19 epidemic wave that has taken over the country. Therefore, this study uses the entire country's population as its primary research subject and employs a snowball-style online questionnaire. Six research hypotheses were explored using the structural equation model (SEM) on 424 valid respondents. Empirical findings indicate that the perceived risk of COVID-19 did not elicit considerable fear among people, nor did it impact preventive behavior. When people feel afraid, however, they will naturally pay great attention to their preventive behavior. Finally, improving people's preventive behaviors will have a significant impact on their travel avoidance; it also shows that people would continue to have conservative travel intentions despite their awareness of preventive behaviors.

並列關鍵字

perceived risk ； fear ； preventive behavior ； travel avoidance ； COVID-19

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