미세먼지 위험을 둘러싼 공중 군집 분석 공중 세분화에 따른 위험 인식 및 관련 행동에 대한 차이점 도출 = A Cluster Analysis on the Risk of Particulate Matter Focusing on Differences of Risk Perceptions and Risk-Related Behaviors based on Public Segmentation

다국어 초록 (Multilingual Abstract)

The first purpose of this study was to confirm the results of a previous in-depth interview, which was conducted to measure risk perceptions toward particulate matter among lay people. Another purpose of this study was to finalize possible public clusters and their characteristics based on risk perceptions toward particulate matter, and investigate differences of the level of risk perceptions and risk-related behaviors among public clusters. The survey results were in line with the results of risk perceptions toward particulate matter in the previous in-depth interview. The cluster analysis following the item reduction process indicated three distinctive public clusters, which include ‘China attributing cluster,’ ‘Risk optimistic cluster,’ and ‘Risk indulgent cluster.’ The three clusters with different demographic compositions and personal characteristics showed different levels of risk perception, preventive behavioral intention, policy-participating behavioral intention, and risk seeking and processing behaviors. Based on the results, communication strategies for each public cluster and theoretical ramifications were discussed.

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