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Why do Muslims engage in adaptive worship behavior during the pandemic? The role of protection motives and religiosity
Journal of Islamic Marketing ( IF 3.1 ) Pub Date : 2021-02-26 , DOI: 10.1108/jima-09-2020-0261
Rokhima Rostiani , Jein Sriana Toyib , Siti Khoiriyah

Purpose

This study aims to investigate whether the protection motivation theory (PMT) and religiosity can explain the intention of at-home worship adaptive behavior during the COVID-19 pandemic. This study further explores factors that may affect this adaptive behavior, namely, the intention to adapt behavior, religiosity, social influence and trust in the government.

Design/methodology/approach

Data were collected through an online survey to purposively sample the respondents, resulting in 368 responses that were valid for structural analysis using partial least squares structual equation modeling (SEM).

Findings

This study found that PMT, and not religiosity, directly predicts an individual’s intention to adapt his/her behavior to at-home worship during the pandemic. Religiosity, however, has a role in evoking a coping appraisal that leads to the intention to enact the adaptive behavior. Further, this study found that intention, social influence and trust in the government predict an individual’s adaptive behavior for at-home worship.

Practical implications

This study may guide the government to create a policy that could enhance people’s adherence to adaptive behavior during the pandemic, particularly regarding their communication strategy by focusing on the cognitive and psychological aspects. In particular, framing based on this study’s result may serve as an insight for better prevention of virus transmission through a focused communications strategy.

Originality/value

First, the utilization of PMT to explain adaptive behavior in the context of at-home worship during the pandemic was extended. Second, the research of religiosity in the context of a pandemic was advanced and how it influences adaptive behavior was investigated. Finally, the utilization of partial least squares-SEM techniques to investigate individual adaptive behavior during the COVID-19 pandemic was extended.



中文翻译:

在大流行期间,穆斯林为什么要进行适应性的崇拜行为?保护动机和宗教信仰的作用

目的

这项研究旨在调查保护动机理论(PMT)和宗教信仰是否可以解释COVID-19大流行期间家庭崇拜适应行为的意图。本研究进一步探讨了可能影响这种适应性行为的因素,即适应性行为的意图,宗教信仰,社会影响力和对政府的信任。

设计/方法/方法

通过在线调查收集数据以对受访者进行有针对性的抽样调查,得出了368条响应,这些响应对于使用偏最小二乘结构方程模型(SEM)的结构分析有效。

发现

这项研究发现,PMT(而非宗教信仰)直接预测了个人在大流行期间使自己的行为适应家庭崇拜的意图。然而,宗教信仰在引起应对评估中起着作用,这种评估导致了人们采取适应性行为的意图。此外,这项研究发现,意图,社会影响力和对政府的信任可以预测个人在家庭礼拜中的适应行为。

实际影响

这项研究可以指导政府制定一项政策,以增强人们在大流行期间对适应行为的依从性,特别是在关注认知和心理方面的交流策略方面。尤其是,基于此研究结果进行的构架可能有助于通过有针对性的交流策略更好地预防病毒传播。

创意/价值

首先,扩展了利用PMT来解释大流行期间家庭礼拜中的适应行为。其次,对大流行背景下的宗教信仰进行了研究,并研究了其对适应行为的影响。最后,扩展了使用偏最小二乘-SEM技术研究COVID-19大流行期间的个体适应行为。

更新日期:2021-02-26
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