Analysis of people's exposure to the corona virus: Using protection motivation theory

The major focus of this research is on studying protection behavior with emphasis on the role of components of protection motivation theory. Therefore, the main purpose of this study is to understand the relationship between individuals protection behavior and the components of protection motivation. The theoretical framework is based on Rogers’s (1983) Theory of Protection Motivation.

This research study is based on the survey method, which has been conducted using a researcher-made questionnaire. The statistical population of the study was all rural residents of Mazandaran province, comprising 338 individuals who were selected using simple random sampling method as a statistical. The reliability of the instrument has been confirmed using Cronbachchr('39')s alpha coefficient for protection behavior (0.752) and threat and response evaluation (0.780).

Findings showed that the average personal protection behavior (3.97) was obtained from 5. The results of the hypothesis test also showed that there is a positive and significant relationship between the components of protection motivation theory (perceived risk intensity, perceived vulnerability intensity, response costs, response self-efficacy, and response effectiveness) with personal protection behavior. Also, the results of regression indicate that a total of 0.529% of the changes in the dependent variable can be explained through the above-mentioned variables. In addition, the results of structural equation model analysis showed that the components of motivation protection theory (perceived vulnerability severity, response costs, response self-efficacy, and response effectiveness) had a direct and significant impact on respondentschr('39') personal protection behavior while facing Covid-19 disease.

The results of the study showed that protection motivation theory and its components could explain a social problem such as Corona virus pandemic logically and practicably and as such it can be said that this theory can be useful as a model for similar research in other rural areas of the country.