Vaccination uptake is influenced by many cues during health information seeking online.

Abstract

Background: Much government response to improving vaccination uptake during the COVID-19 pandemic has focused on the problems of misinformation and disinformation. There may, however, be other signals within online health information that influence uptake of vaccination.

Objective: This study identified the influence of various health information signals within online information communities on the intention of receiving the vaccine.

Method: A deductive approach was used to derive constructs from signalling theory. Constructs were validated by a convenience sample using a questionnaire. Structural equation modelling (SEM) was used to evaluate the measurement model, the structural model and the multigroup analysis.

Results: The analysis showed a significant impact of signals derived from past experience, information asymmetry and source credibility constructs on the perceived quality of the vaccine service. The perceived quality also had a significant impact on the intention to receive the vaccine.

Discussion: Signalling theory was able to explain the importance of health information signals perceived from online platforms on the intention of individuals to receive the vaccine.

Conclusion: Information asymmetry between information provider and receiver, perceived credibility of sources and perceived quality of the vaccination service may influence decisions about vaccination.