Determinants of adherence to personal preventive behaviours based on the health belief model: a cross-sectional study in South Korea during the initial stage of the COVID-19 pandemic

BACKGROUND: Along with the rapid transmission of COVID-19, adherence to preventive behaviours plays a crucial role with respect to the control of COVID-19. However, different individuals’ psychological characteristics and risk perception result in various forms of response to preventive behaviours. Based on the Health Belief Model, this study identifies the factors associated with preventive behaviours towards COVID-19 in South Korea during the initial stage of the COVID-19 pandemic. METHODS: A cross-sectional study was conducted in April 2020 through an anonymous online survey. A total of 1207 people in the age bracket of 20–59 years participated in the survey. Single and multiple linear regression analyses were conducted to identify the determinants of preventive behaviours against COVID-19. RESULTS: The following factors were associated with preventive behaviours towards COVID-19: female gender (β = .124, p < 0.001), has a master’s degree or above (β = 0.065, p = 0.010), perceived susceptibility (β = .197, p < 0.001), self-efficacy (β = .404, p < 0.001), trust in radio (β = −.080, p = .006), trust in official government website (β = .057, p = .045), trust in social networks (β = .054, p = .033), and trust in family and friends (β = .068, p = .009), with an explanatory power of 41.5% (R(2) = 0.415). CONCLUSIONS: To flatten the epidemic curve, it is important to understand the public’s risk perception and the motivation behind behavioural responses that aim to promote preventive behaviours among the public. Thus, this study calls for the provision of accessible and credible information sources and demonstrates a public health campaign that encourages the public’s engagement in preventive behaviours towards COVID-19. SUPPLEMENTARY INFORMATION: The online version contains supplementary material available at 10.1186/s12889-022-13355-x.