From perceived risk to action: an individual-level study of how self-determination and new media shape public emergency rescue participation in China.

Introduction: Grounded in Self-Determination Theory, this study examines the mechanisms shaping individuals' willingness to join grassroots emergency rescue teams. The research focuses on how psychological motivation and risk cognition jointly influence participation in emergency response behaviors. Methods: A total of 428 valid survey responses were collected, and Structural Equation Modeling (SEM) was used to test an integrative framework consisting of psychological factors, emergency risk perception, and behavioral intention. Moderation and mediation effects were analyzed to clarify the pathways of influence. Results: Collective protective consciousness, social belongingness, and emergency response self-efficacy significantly reduced individuals' emergency risk perception. Elevated risk perception, in turn, decreased willingness to participate in emergency rescue. Emergency risk perception partially mediated the effects of the three psychological factors on behavioral intention. Additionally, new media engagement moderated the relationship between risk perception and willingness to participate-higher engagement weakened the inhibitory effect of risk on intention. Discussion: The findings expand the application of Self-Determination Theory to the context of disaster volunteerism and demonstrate how risk perception functions as both a psychological barrier and a motivational converter. The results highlight the importance of fostering psychological readiness and leveraging new media platforms to enhance volunteer mobilization and emergency preparedness.