PREVENTIVE BEHAVIOR AGAINST THE COVID-19 PANDEMIC:

EXPERIMENTAL RESEARCH OF FACTORS ON

THE HEALTH BELIEF MODEL

Abstract: Facing the COVID-19 pandemic, health has adopted many different
strategies to prevent and control infection in the community. The results of previous
studies show that the effectiveness of these strategies depends on the cooperation and
preventive behavior of people in society. This study was conducted to explore the
factors affecting adherence to preventive behavior of Vietnamese during the Covid-19
outbreak. Experimental study on model integrates HBM combined with influencing
factors of health communication. The study used a cross-sectional survey with 150
respondents from March 31, 2020, to April 30, 2020. Non-probability sampling
methods, conventional techniques, and both online and offline approaches were used
to collect the data. SPSS 22 software was used for data processing. The research
results show that the model theory of factors affecting preventive behavior in the
context of the COVID-19 outbreak is suitable for the current situation and all variables
are reliable. The results of this study serve as a basis for further research to develop;
help agencies, governments as well as people have appropriate policies and solutions
to effectively control the spread of Covid-19.
Keywords: COVID-19; Preventive behavior; Health belief model HBM; Mass
Media; Social Media.

Research question

This study will focus on answering the following three questions:

- What factors affect the behavior of Vietnamese to comply with Covid-19
prevention and control?
- How is the reliability of the factors affecting the behavior of Vietnamese to
comply with Covid-19 prevention and control?
- What are the implications and policies to increase the compliance behavior of
Vietnamese to prevent and control Covid-19?

INTRODUCTION
The novel coronavirus disease that appeared in late 2019 (COVID-19) has had global
effects on people's daily activities and lifestyles (Ahorsu et al., 2020; Heymann & Shindo,
2020; Kobayashi et al., 2020; Tang et al., 2020). The rapid spread of the virus and massive
causes the affected countries overwhelmed to handle increase cases every day (World Health
Organization, 2020). Infection and mortality rates continue to grow despite government
actions such as enforced self-isolation, travel bans, and nationwide lockdowns of non-
essential services, schools, and universities (Baud et al., 2020; Heymann & Shindo, 2020; Wu
& McGoogan, 2020). Vietnam, as of May 15, 2020, there are more than 314 infections and 0
deaths (Worldometers, 2020). The close collaboration of the government system with the
people in the prevention of the Covid-19 epidemic has brought relatively good outcomes.
However, the adherence to preventive behaviors to Covid-19 has not been thorough, leading
to the third and fourth waves of infection.
Many previous studies using HBM and HAPA models as a basis for research have
tended to develop based on many different health behaviors. According to Bish & Michie
(2010), demographic factors; factors based on the health belief model (HBM) have different
effects on the performance of health behaviors. Research indicates that higher disease
susceptibility and severity are more effective in encouraging preventive behaviors against the
Covid-19 epidemic. Acroding to Duan et al. (2020) that the government’s rapid response to
public health emergencies increases the likelihood of the public’s adoption of preventive
behavior, thereby reducing the social transmission of the virus. Moreover, the findings show
that the higher the perceived severity of COVID-19, the greater the likelihood of adopting
preventive behavior. However, in the context of the current complicated and unpredictable
Covid-19 epidemic, the results of these studies are still lacking in practicality. The findings
suggest that future follow-up studies should focus on communication strategies and improve
awareness of the pandemic threat and confidence in the effectiveness of the designed
measures to protect against it (Bish & Michie, 2010).
In the context of global fighting against this unprecedented health pandemic, the
effectiveness of containment measures depends on how the population perceives the risks
associated with the contagion (Van Bavel et al., 2020). The vast majority of the Vietnamese
rely on the media to update information in modern society so the government and media play
a critical part in this process. The dissemination of various information has made the
condition of COVID-19 more concerning. It is hard for the public to distinguish scientific
evidence and facts from less reliable sources of information (Van Bavel et al., 2020). These
COVID-19 myths have led to a decline in public awareness of preventive behaviors.
Therefore, developing the theory and application of the HBM model to preventive behaviors
is of prime importance in this context. Thus, the objective of this study is (i) Exploring the
factors affecting Vietnamese' s prevention behavior against Covid-19. (ii) Measuring the
reliability of the factors affecting the preventive behavior in the outbreak Covid-19 epidemic.
(iii) Proposing governance implications to develop the research model, thereby contributing to
improving the effectiveness of infection prevention guidelines. Thereby, several lessons will
be drawn so that further studies can develop based on this research to contribute to improving
the current, and possibly future, pandemic prevention.
 Government
regulation

Perceived
severity
Preventive
Mass media behavior against
the Covid-19
Coping
planning

Social media

Figure 1: Preliminary research model of factors that affect preventive behavior

THEORETICAL FOUNDATIONS OF MODELS

Literature Review
Health Belief Model (HBM; Rosenstock, 1974) and The Health Action Process
Approach (HAPA, Schwarzer, 2008) are two extensively used models in the study of health
behavior. HBM is the oldest and most widely used social cognition model in health
psychology. If the threat of disease is sensed, and the perceived advantages of the behavior
outweigh the perceived barriers, the HBM model predicts that action will be more likely. The
HBM takes into account two components of people's representations of health behavior in
response to sickness: their perceptions of the threat of illness and their evaluations of the
actions they use to combat it. Threat perceptions are based mainly on two beliefs: the illness's
perceived susceptibility and the severity of the illness's repercussions. These two variables are
thought to work together to predict whether or not an individual would take a health-related
activity, albeit their effect is impacted by individual variances in demographic variables,
personality, and social pressure. The specific action taken is thought to be determined by an
assessment of the available options, with an emphasis on the health behavior's advantages or
efficacy, as well as the perceived costs or barriers to doing the behavior. Individuals are more
likely to take a specific health activity if they believe they are vulnerable to a specific
condition that they also view to be serious, and they believe the advantages of the measure
chosen to counteract the health threat outweigh the costs.
Threat assessment is considered to add to the perceived value of taking action vs not
taking action, rather than directly affecting behavior. This is mirrored in Schwarzer's (2008)
health action process model, which considers perceived danger as a predictor of outcome
expectations and intentions. There are two sorts of planning, according to the HAPA: action
planning and coping planning (Schwarzer, 2008; Schwarzer & Hamilton, 2020). Action
planning is a task-facilitating method that refers to how people prepare for specific behavior.
Making arrangements for when, where, and how to do the given behavior is part of this.
Individuals are connected to good opportunities to act through such programs. Coping
planning is a strategy for avoiding unanticipated hurdles and challenges that may develop
while doing a given behavior, as well as potentially competing behaviors that may derail the
behavior. Anticipated barriers and conflicting behaviors are protected by such preparations.

Government regulations
There have been studies on the importance of Government Regulation in controlling the
pandemic by influencing people's perception. Chinese researchers used big data to track the
spread of COVID-19 across the country and its infection coefficient, according to Zhao et al.
(2020), demonstrating the Chinese government's powerful capabilities in controlling the
disease's spread as well as its active contribution in preventing the disease's spread both at
home and abroad. Government intervention has also been demonstrated to be successful in
preventing and reducing social transmission in several other investigations (Svoboda et al.,
2004). Government interventions to epidemic prevention have a lengthy history, including the
UK government's intervention in cholera, Beijing's disease prevention and control, and local
cholera prevention and control in China's Shandong province (Tang et al., 2020).
Before the Covid-19 pandemic, the government would issue directions or make
judgments about how to deal with and conduct infection preventive measures. The public
impression of the severity may influence compliance with regional government or quarantine
rules, as well as compliance with the requirements below (Shauly et al., 2020). The optimal
size could harm efforts to stop the Covid-19 epidemic from spreading further. As a result, the
following hypotheses are proposed:
H1: The effect of government regulations on Covid-19 prevention is the same as
perceived severity.
H2: Government regulations on Covid-19 outbreak prevention have the same effect as
coping planning.

Mass media
The media is widely recognized as the most common source of risk-related information
in modern society, and it is thought to be useful in raising public awareness of hazards and
encouraging people to take precautionary measures. The current study investigates how risk-
related messages are formed in mass media and social media, taking into account the potential
impact of the media on public reactions to risk. In the study of Carson‐Chahhoud et al. (2017),
discussing mass media interventions to prevent smoking among young people also confirmed
that because of school interventions, it was found that media interventions mass to reduce
smoking behavior of young people. Similarly, in the study of Durkin et al (2012), it was
concluded that mass media campaigns help promote smoking cessation, helping to control
tobacco behavior comprehensively. This is aimed at educating about the harmful effects of
smoking, changing smoking attitudes and beliefs, increasing intention to quit and attempts to
quit, and in addition reducing adult smoking rates.
In Vietnam, during the complicated development of the Covid-19 epidemic, the mass
media such as Portal of the Ministry of Health; Government portal and major online
newspapers such as Government e-Newspaper; Ho Chi Minh City Press Center; online
newspaper Tuoi Tre; Employee Newspaper; etc. continuously update the Covid-19 situation
and the Government's directives on disease prevention. Thanks to that, people can visualize
and be aware of the severity of the Covid-19 epidemic, in addition, they also make plans for
how to deal with the Covid-19 epidemic. It is because of the above. The authors put forward
the following hypotheses:
H3: Mass media has a positive effect as Vietnamese’s perceived severity
H4: Mass media has a positive effect on Vietnamese's coping planning

Social media
During the high outbreak of the Covid-19 epidemic, social media has become an
important source of information for sharing information related to infectious disease control
from official sources quick way. According to Farooq et al. (2020), search engines and social
media platforms further complicate matters with personalized content, which may contribute
to certain groups of people receiving better and more accurate information on the pandemic
situation compared to other groups. Previous studies have shown that government use of
social media can increase government transparency (Bonsón et al., 2012), promote
community political participation (Zeng et al., 2018), and help people respond to disasters
(Muniz-Rodriguez et al., 2020). People increasingly tend to search for information about
Covid-19 on social media platforms in other countries in general and in Vietnam in particular.
Using social media to keep in touch with friends and family can assist to alleviate feelings of
isolation and boredom during periods of social isolation. From the above arguments, the
authors hypothesize:
H5: Social media has a positive effect as Vietnamese’s perceived severity
H6: Social media has a positive effect on Vietnamese's coping planning

Perceived severity
The study of Prati et al. (2011) refers to perceived severity that indirectly affects
behavior following recommendations through people's response to the 2009 H1N1 influenza
pandemic. However, Duan et al. (2020) argue that the perceived severity of COVID-19
directly affects the likelihood of adopting preventive behavior. In the study of Janz & Becker
(1984); Becker et al. (1974), The Health Belief model explains the factors in people's
adjustment of their health behavior during disease outbreaks, mainly taking into account
disease susceptibility, perceived severity, the effectiveness of preventive actions, and the costs
of implementing preventive actions. Another empirical study also based on health belief
models has examined the regulation of health behavior during SAR and H1N1 outbreaks. The
study found that when individuals have a high level of awareness of disease susceptibility, are
convinced of the severity of the epidemic, and are certain that preventive behavior is very
effective, they were more likely to voluntarily adopt forms of preventive behavior (Durham et
al., 2012).
H7: As perceived severity increases, Vietnamese's preventive behavior during the
Covid-19 pandemic also increases.

Coping planning
According to HAPA, there are two types of planning: action planning and response
planning (Schwarzer, 2008); (Schwarzer & Hamilton, 2020). Coping planning is a strategy
concerned with how individuals prepare themselves to avoid foreseeable roadblocks and
obstacles that may arise from engaging in a particular behavior and potentially competitive
behaviors hidden can confound that behavior. Such plans protect good intentions from
anticipated obstacles and competitive behavior. The study by Puente-Martínez et al., (2018) is
an adjusted version of the Emotional Adjustment Scale (MARS), which has been used to
measure frequency with instrumental strategies used to cope with hazards. Coping planning is
a barrier-focused self-regulation strategy. It represents the mental connection between
anticipated risky situations and appropriate coping responses. A well-crafted coping plan
makes it more likely to achieve the goal. People need to imagine vivid situations that prevent
them from taking the intended action, and they need to form one or more coping plans to
prepare for difficult or favorable situations. Our study incorporates a coping planning
component to determine whether individuals will devise a strategy to overcome the barriers
and obstacles posed by the Covid-19 outbreak to daily activities and employment. At the same
time, it demonstrates an individual's efforts to put that plan into action when confronted with
challenges and roadblocks in the process of implementing preventive behaviors.
H8: As coping planning increases, Vietnamese's preventive behavior during the Covid-
19 pandemic also increases.

RESEARCH METHODS
Instrument development
To develop the research strategy, the positivist paradigm opts for a quantitative research
approach. A survey questionnaire was developed comprising two parts. The first part of the
questionnaire included scale items that were adopted from previous literature and then
adapted into the current research context. Scale items for the construct of Government
regulations were adapted from Nulty (2014); Zhao et al. (2020). Measurement items for the
construction of mass media and social media were adapted from Carson‐Chahhoud et al.
(2017); Farooq et al. (2020). Next to this, scale items for the construct perceived severity
were adapted from Bish & Michie (2010); Duan et al. (2020). Scale items for constructing
coping planning were adapted from Schwarzer & Hamilton (2020). Scale items for preventive
behaviors were adopted from Rosenstock (1974); Bish & Michie (2010). All construct items
were estimated using a five-point Likert scale following a range of one for strongly disagree
and five for strongly agree. In the second part, the questionnaire seeks demographic
information of the respondents.

Data collection
For data collection, the study used structured survey tables, non-probability sampling
techniques, convenience sampling techniques, sampling approaches by the online survey
through google form survey. Data were collected from 31 March 2020 to 30 April 2020.
Among 167 survey samples, the author obtained 150 samples, the remaining 17 samples did
not meet the reliability of use (because only 1 answer was selected from beginning to end).
Thus, 150 valid samples were coded and entered into the data matrix on SPSS 22 software
analysis.
The demographic profile of the respondents indicates that among 150 respondents 78
were male and 72 respondents were female. Concerning respondent age, 4% of respondents
were less than 18 years old, 57.3% of respondents found an age range from 18 to 35 years.
Therefore 38.7% of respondents had an age of more than 35 years. The majority of the
respondents 78% had a university education, while 14% had an education higher than
university. Interestingly, respondents with master-level education were found at the lowest
level only 8%. The regional disparity is very clear with respondents in the North at 4%.
Respondents living in the South accounted for the largest proportion with 86.7%. The
remaining 9.3% live in the Central region. But the results of the study on living areas found
that the proportion of people in urban areas is 46% and in rural areas 53%.

RESULTS
Data analysis
Qualitative research was conducted through an inductive approach that collects data
from underlying theories and previous studies to attempt to derive explanations from the data
to insight into preventive behavior. Qualitative research was carried out through 2 studies:
group discussion and in-depth interview. Group discussion was conducted with 13 experts in
the fields of internal affairs, communication, health, education to explore more factors
(variables) influencing and their observed variables on prevention behavior against Covid-19
epidemic, and at the same time tested the reliability of these factors and observed variables.
Group discussion was conducted by semi-structured survey in 2 phases. Stage 1: discovering
more factors and stage 2 testing the content validity of the factors identified in phase 1.
Next, we conducted a preliminary quantitative research of 150 people in Vietnam.
Preliminary assessment of the reliability and value of the scale by Cronbach's Alpha
reliability coefficient and Exploratory Factor Analysis (EFA) through SPSS 22 processing
software, to assess the reliability of the scale, thereby eliminating observed variables with
insufficient reliability; and at the same time reconstructing the remaining observed variables
into the appropriate elements (measurement components).

Results from qualitative research

Result group interviews: With the interview outline given, most of the participating
respondents agreed that the discussion content was easy to understand. The suggestions given
to measure the scales are almost complete. However, 2/3 of the respondents agreed with
almost all the factors the author gave and assessed as having a significant influence on the
behavior of people in Vietnam to prevent and control the Covid-19 epidemic.
Table 1: CRV test research variables

Need but
Component Necessary Unnecessary CVR
unnecessary

Government regulations on
13 0 0 1.00
epidemic prevention (GR)

Mass media (MM) 11 1 1 0.69

Social media (SM) 13 0 0 1.00

Perceived Severity (PS) 12 1 0 0.85

Coping planning (CP) 13 0 0 1.00

Preventive behavior against the

13 0 0 1.00
Covid-19 pandemic (PB)

Results in preliminary quantitative research

Table 2 show Cronbach's Alpha coefficient of all research concepts is greater than 0.7,
proving that the scale is valid and reliable. The results of EFA analysis show that: KMO index
= 0.924 > 0.5, which proves that the data used for factor analysis is completely appropriate.
The significance level Sig.=0.00<0.05 in KMO and Bartlett's test shows that the observed
variables are correlated with each other and satisfy the conditions of factor analysis. The total
variance extracted is 62,338 >50%, proving that these 6 factors explain 62,338% of the
variation of the data. The Eigenvalues of the factors are all high (>1), the 6th factor has the
smallest Eigenvalues = 1.032> 1. The results show that the factor loading coefficients are all
greater than 0.5 and there is no phenomenon. shuffle or separate or combine factors.
Therefore, it can be concluded that the EFA result is consistent with the original model.
Table 2: Results of Reliability and Exploratory Factor Analysis

Factor
1 2 3 4 5 6
MM2 0.875
MM1 0.813
MM4 0.792
MM3 0.746
MM5 0.631
PB1 0.915
PB4 0.883
PB5 0.724
PB2 0.700
PB3 0.541
CP2 0.977
CP1 0.887
CP3 0.823
CP4 0.554
GR5 0.830
GR2 0.787
GR3 0.681
GR1 0.680
GR4 0.666
PS5 0.812
PS4 0.762
PS2 0.730
PS3 0.660
PS1 0.519
SM2 0.838
SM4 0.749
SM3 0.734
SM5 0.730
SM1 0.534
Cronbach’s Alpha 0.872 0.873 0.912 0.836 0.820 0.832
Eigenvalue 1.032
Total Variance Explained 62.338
KMO 0.854
Sig. 0.000

DISCUSSION
In a pandemic, individual decisions that affect both oneself and the community as a
whole are as important as the decisions a government may try to implement. The implications
of this study are as follows. First, this study analyzes the influence of socio-cognitive factors
(perceived severity, coping planning) and health communication factors (Government
regulations, mass media, social media) on adherence to preventive behavior against COVID-
19. To cover a research gap, this study examined two types of media use, media, and social
media, in the context of Vietnamese's efforts to battle the COVID-19 epidemic. Second, our
study tested the proposed theoretical model and the scale is developed based on the research
concepts summarizing from the theory and previous studies. Additionally, this study was
conducted during the first pandemic outbreak in Vietnam, at a time when scientific research
on COVID-19 was limited. Research provides policy implications that may aid authorities to
implement precautionary strategies in the event of future pandemics. The infectious COVID-
19 virus outbreaks must be treated as soon as possible, which will necessitate immediate
action on the part of both the government and the whole society.

LIMITATIONS AND FUTURE RESEARCH

The limitations of this study should be acknowledged for the benefit of future research.
The findings of this study suggest that this research model needs to be developed, with
different implications, to shape information and social media strategies for compliance
outcomes. The study examined the reliability of factors affecting people's preventive behavior
against the Covid-19 pandemic. Future research needs to conduct SEM structural model
testing to analyze multidimensional relationships between variables in the model. Implement
research methodologies that allow for more accurate findings on behavioral impacts. Besides,
future study findings can be used to create targeted treatments to induce optimal health-
protective behavioral responses during pandemics.

CONCLUSIONS
This is one of the first studies to give evidence of the constructs involved in preventive
behavior in the spread of COVID-19 infection in Vietnam. As a result, the study may give
part of a required sequence of data to provide administrators with treatments for health-
promoting behaviors for COVID-19 prevention. The authority also needs to broadcast
positive and supportive information through both social and mass media that people
eventually can grasp the epidemic situation. Moreover, in addition to the preventive measures
to curb the spread of the COVID-19, the concerned authority must pay special attention to the
mental well-being of the citizens of Vietnam, especially the most vulnerable groups like the
aged to minimize the fatality.
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