Examining health risk assessment in high institutional trust context: An integrative approach incorporating causal chain model and dual process model of risk perception
Refereed conference paper presented and published in conference proceedings


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AbstractCombining the causal chain model of risk assessment and dual-process model of risk perception, this study acknowledges the current research gap and builds an integrative framework portraying a more comprehensive picture about the relationship between institutional trust and behavioral intention in a high trust context. Online survey was conducted after a substandard vaccine incident in China. Results of the structural equation model show that institutional trust exhibits both direct and indirect effects on behavioral intention through cognitive risk perception, affective risk perception, and risk acceptance. Institutional trust has greater impact on cognitive risk perception than on affective risk perception, although both paths are statistically significant. Moreover, the direct effect risk perception has on behavioral intention is extremely limited, with only word-of-mouth (WOM) intention being predicted by affective risk perception. Institutional trust exhibits indirect effects primarily through risk acceptance. Implications of the findings are also discussed.
Acceptance Date19/01/2019
All Author(s) ListYi-Hui C. Huang, Ivy Wai Yin Fong, Xiao Wang, Qiudi Wu
Name of ConferenceThe 69th Annual International Communication Association Conference
Start Date of Conference24/05/2019
End Date of Conference28/05/2019
Place of ConferenceWashington DC
Country/Region of ConferenceUnited States of America
Year2019
Month5
LanguagesEnglish-United States

Last updated on 2019-11-06 at 11:03