조류 인플루엔자에 대한 뉴스 메시지 유형이 소비자의 인식 및 태도에 미치는 영향

Effects of News Message Type for Avian Influenza on Consumer’s Awareness and Attitude

The objective of this study was to clarify if there were any differences in the anxiety, the awareness of control possibility, and livestock products purchase intention by the message framing and message appeal type in the media reports on avian influenza. The study evaluated whether the type of message framing, appeal type, gender influenced the internal factors of consumers or not by surveying 302 adults. The experimental reports were designed in four types and the ANOVA was used to evaluate if there were a statistical difference between groups. The results of this study showed that the livestock production consumption was more affected by the physical risk in the media reports dealing with the large-scale animal disease.