In Taiwan, people have the habit of shopping at traditional markets for live poultry [10] , and such traditional markets with live chicken for sale provide a possible AI viral reservoir [11] , thereby placing traditional market workers and shoppers at risk for contracting AI. Poultry are usually selected and purchased by shoppers while they are still alive and slaughtered on site as shoppers in Taiwan commonly believe that live poultry preserves the freshness [11] . During the purchasing process, shoppers may come into contact with live poultry, thereby exposing shoppers to risk of contracting AI, and thus it is important that shoppers wash their hands after any contact with poultry. Normally, a poultry vendor would not sell other foods; however, in a traditional market, a poultry stand could be adjacent to any other food stands without any partitions separating them. Notably, AI viruses can also be transmitted to humans through the particles raised up by the movement of the poultry [12] , and therefore, regardless of whether the shoppers are purchasing live poultry, they are advised to wear a face mask while in a traditional market. Given the modes of AI transmission as described above, WHO [13] and Taiwan Centers for Disease Control (Taiwan CDC) [14] both recommended washing hands after any contact with poultry and using a face mask when coming into contact with poultry to prevent AI infection and its spread. Handwashing [15, 16] and wearing face masks [17] have been documented as effective preventive measures against respiratory disease in community settings. In addition, these two preventive behaviors are relatively easy to practice. Taken together, both handwashing and wearing face masks could be a cost-effective way of preventing AI in the general public. Therefore, an enhanced understanding of the factors associated with AI preventive behavior could inform renewed prevention efforts to more effectively promote the recommended preventive behavior in different target populations.