@article{ART003282899},
author={Kim, Hwalbin and Lee, Jin Kyun and Cho, Jun Hyuk and Song, You Jin},
title={The effects of perceived effectiveness of drug abuse and prevention campaigns on sharing and preventive behavioral intentions: The mediating effects of first-person perception, third-person perception, and risk perception},
journal={Health Communication Research},
issn={2093-2707},
year={2025},
volume={24},
number={3},
pages={129-160},
doi={10.24172/hcr.2025.24.3.129}
TY - JOUR
AU - Kim, Hwalbin
AU - Lee, Jin Kyun
AU - Cho, Jun Hyuk
AU - Song, You Jin
TI - The effects of perceived effectiveness of drug abuse and prevention campaigns on sharing and preventive behavioral intentions: The mediating effects of first-person perception, third-person perception, and risk perception
JO - Health Communication Research
PY - 2025
VL - 24
IS - 3
PB - Korea Health Communication Association
SP - 129
EP - 160
SN - 2093-2707
AB - This exploratory study explored the sequential mediation effect of the cognitive pathways through which perceived effectiveness of a drug abuse prevention campaign video influence the intention to share the campaign and to engage in preventive behavior, mediated by first-person perception, third-person perception, and risk perception. This cognitive pathway was analyzed using a sequential mediation model. To test this model, an online survey was conducted with a quota sample of 500 male and female in their 20s and 30s. The findings showed positive relationships between perceived effectiveness of the campaign video and first- and third-person perception, risk perception, sharing intention, and preventive behavior intention. In the sequential mediation model, the path mediated by first-person perceptions was significant for sharing intention. In the case of behavioral intention, only the sequential mediation path via first-person perception showed a significant effect, and when third-person perception was used, only a simple mediation effect was found. Practical implications are discussed, suggesting strategies to enhance campaign’s perceived effectiveness and message composition. Theoretically, this study contributes in that it explored the behavioral component of the third-person effect, a topic previously under-explored, and examined cognitive pathways through a sequential mediation model.
KW - drug abuse;perceived campaign effectiveness;first-person perception;third-person perception;mediating effect
DO - 10.24172/hcr.2025.24.3.129
ER -
Kim, Hwalbin, Lee, Jin Kyun, Cho, Jun Hyuk and Song, You Jin. (2025). The effects of perceived effectiveness of drug abuse and prevention campaigns on sharing and preventive behavioral intentions: The mediating effects of first-person perception, third-person perception, and risk perception. Health Communication Research, 24(3), 129-160.
Kim, Hwalbin, Lee, Jin Kyun, Cho, Jun Hyuk and Song, You Jin. 2025, "The effects of perceived effectiveness of drug abuse and prevention campaigns on sharing and preventive behavioral intentions: The mediating effects of first-person perception, third-person perception, and risk perception", Health Communication Research, vol.24, no.3 pp.129-160. Available from: doi:10.24172/hcr.2025.24.3.129
Kim, Hwalbin, Lee, Jin Kyun, Cho, Jun Hyuk, Song, You Jin "The effects of perceived effectiveness of drug abuse and prevention campaigns on sharing and preventive behavioral intentions: The mediating effects of first-person perception, third-person perception, and risk perception" Health Communication Research 24.3 pp.129-160 (2025) : 129.
Kim, Hwalbin, Lee, Jin Kyun, Cho, Jun Hyuk, Song, You Jin. The effects of perceived effectiveness of drug abuse and prevention campaigns on sharing and preventive behavioral intentions: The mediating effects of first-person perception, third-person perception, and risk perception. 2025; 24(3), 129-160. Available from: doi:10.24172/hcr.2025.24.3.129
Kim, Hwalbin, Lee, Jin Kyun, Cho, Jun Hyuk and Song, You Jin. "The effects of perceived effectiveness of drug abuse and prevention campaigns on sharing and preventive behavioral intentions: The mediating effects of first-person perception, third-person perception, and risk perception" Health Communication Research 24, no.3 (2025) : 129-160.doi: 10.24172/hcr.2025.24.3.129
Kim, Hwalbin; Lee, Jin Kyun; Cho, Jun Hyuk; Song, You Jin. The effects of perceived effectiveness of drug abuse and prevention campaigns on sharing and preventive behavioral intentions: The mediating effects of first-person perception, third-person perception, and risk perception. Health Communication Research, 24(3), 129-160. doi: 10.24172/hcr.2025.24.3.129
Kim, Hwalbin; Lee, Jin Kyun; Cho, Jun Hyuk; Song, You Jin. The effects of perceived effectiveness of drug abuse and prevention campaigns on sharing and preventive behavioral intentions: The mediating effects of first-person perception, third-person perception, and risk perception. Health Communication Research. 2025; 24(3) 129-160. doi: 10.24172/hcr.2025.24.3.129
Kim, Hwalbin, Lee, Jin Kyun, Cho, Jun Hyuk, Song, You Jin. The effects of perceived effectiveness of drug abuse and prevention campaigns on sharing and preventive behavioral intentions: The mediating effects of first-person perception, third-person perception, and risk perception. 2025; 24(3), 129-160. Available from: doi:10.24172/hcr.2025.24.3.129
Kim, Hwalbin, Lee, Jin Kyun, Cho, Jun Hyuk and Song, You Jin. "The effects of perceived effectiveness of drug abuse and prevention campaigns on sharing and preventive behavioral intentions: The mediating effects of first-person perception, third-person perception, and risk perception" Health Communication Research 24, no.3 (2025) : 129-160.doi: 10.24172/hcr.2025.24.3.129
