Enveloped in mediated pandemic: Immersion as a mediator of the effects of media exposure on perceived severity and behavioral intention

AbstractThis study examines the effects of media exposure on perceived severity of the pandemic and people’s intention to get the COVID-19 vaccine, here as mediated by immersion. Informed by transportation theory and construal level theory, the study incorporates immersion evoked by media messages to analyze the psychological mechanism connecting media exposure and people’s evaluation of and behavioral intentions toward the public health crisis. Using data collected from a random sample of 1190 college students in China, media exposure was found not to be directly associated with perceived severity of the pandemic and people’s intention to get the COVID-19 vaccine; instead, the relationships were mediated by media immersion. Perceived severity of the pandemic also mediated the relationship between media exposure and protective behavioral intention.Keywords: Media exposureimmersionperceived severitybehavioral intentionmediation effect Additional informationNotes on contributorsXudong LiuXudong Liu (Ph.D., Southern Illinois University Carbondale, 2011) is an associate professor in the Faculty of Humanities and Arts, Macau University of Science and Technology. His research areas include media psychology, public opinion, and theoretical implications of social media use.Shengnan PangShengnan Pang (Ph.D., Macau University of Science and Technology, 2020) is a postdoctoral research fellow in the School of Journalism and Communication, Tsinghua University. Her research interests concern health communication, video games, and human–computer interaction.Xigen LiXigen Li (Ph.D., Michigan State University, 1999) is Distinguished Professor of the School of Journalism and Communication, Shanghai University, and Chair Professor of the School of International Journalism and Communication, Beijing Foreign Studies University. Dr. Li’s research focuses on the impact of communication technology on mass communication, media use and communication behavior in the digital age, and communication and social interaction.