The Role of Information Quality and Efficacy Beliefs in Predicting Chinese People’s Information Seeking about Air Pollution Risk

Yiwei Li, Yu Guo, Naoya Ito


Information seeking is suggested as an important precursor of self-protective behavior. Therefore, ways of enhancing information seeking are expected to help individuals’ precautionary action under conditions of risk. Builds upon previous efforts, a social-cognitive model of risk information seeking is constructed, presenting a new approach to meet the aforementioned expectation. Data were collected from a sample of Mainland Chinese people (N=1032). Results of path analysis demonstrated satisfactory model fit. Explanations on how the cognitive process resulted in information seeking may create a better understanding of individual behavior. Findings provide practical implications for communicating risks and for helping the public to make better decisions. 

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