Objectives: We analyzed the direct effects of message fatigue on negative emotions, negative perception and drinking attitudes, as well as the indirect effects through negative emotions and negative perceptions Methods: A survey was conducted on 427 college students using quota sampling method considering demographic characteristics such as gender and grade. Results: First, message fatigue had a significant positive effect on negative emotions, while it was not significant on negative perceptions and drinking attitudes. Second, negative emotions have a significant effect on negative perceptions and drinking attitudes, and negative perceptions have a significant effect on drinking attitudes. Third, the path 'message fatigue → negative emotion → drinking attitude' was significant, while the path 'message fatigue → negative emotion → negative cognition → drinking attitude' was not significant. Conclusion: In practice, it is necessary to avoid informational messaging and develop a message that considers sympathic elements.
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Choi et al. (2024) studied this question.
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