Communication for Earthquake prevetnion in Thailand

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The Influenced factor over the Earthquake PreventiveBehavior of High-Rise Building Residents in Bangkok

Surachai Chupaka

The survey research entitled “The Influenced factor over the Earthquake Preventive Behavior of High-RiseBuilding Residents in Bangkok” aimed at studying thecause and effect of decision making of local people livingin high raised building toward earthquake situation. Theresearch design based on quantitative method by usingquestionnaires for examining 440 samples in high raisedbuilding covered 11 districts in Bangkok during 1-14 August 2008.To meet standard reliability and validity, severalpretests for the questionnaire had been conducted andadjusted by Factor Analysis technique along withacademic discussion so that all of those questions wereearned Reliability Cronbrach Alpha higher than 0.7accompanied with competed content validity.

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Surachai Chupaka is a lecturer of Ramkhamheang University and currently serve as phd student atMass Communication Faculty of Thammasat University.

The study found that demographic, prior disaster attitude, and disaster media exposures were theinfluential factors of people living high rise building for their risk appraisal over earthquake confrontation. Thedemographics were comprised of sex, education,personnel earthquake experiences, location living in highbuilding, including floor level of building. The prior disaster attitudes were prior risk perception and safetybelief toward their own building. These variables werepositive correlations with the risk appraisal variableexcept earthquake experience as negative correlation.Meanwhile, the research explored, the risk appraisal wasnegative correlation with safety earthquake preventivebehavior. The more the people evaluated themselvesfacing higher risk for earthquake, the less accurate safetypreventive behavior would be occurred.Under the regression equation, the three mainfactors enabled to directly explained the risk appraisalbehavior for earthquake preventative action of theresidents more than 26 percent (R=.518, R

2

= .268).Meanwhile these factors together with the risk appraisalcan correctly justified the decision for earthquake

preventative action about 24.3 percent (R=.493, R

2

= .243).In particular, the research found, more than 80percent of sample evaluate themselves have very highrisk for earthquake hazard. This implied that most of them trend to embrace with uncomfortable safetybehavior for earthquake hazard prevention.By the way, the research explored that people wholive in high rise building had high risk for earthquakehazard preventative behavior, since more than 60percent of the residents would strongly intend to run outof the building in condition of earthquake, instead of following “Drop Cover and Hold or Safety Triangulation”effective principle of earthquake prevention.The study also discovered the main cause of thoseinappropriate behavior had stemmed from their previousfear arousal and wrong safety belief. Media exposure onearthquake hazard and perception of fire safety principlesignificantly play the key for triggering the dangerousactions in order to association and reinforcementapplication. Most of them chose to run as the safetyprinciple, following the relevant fire safety sign, because

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