Intention to Vaccinate against COVID-19: a Social Marketing perspective using the Theory of Planned Behaviour and Health Belief Model

IF 3.1 4区 管理学 Q2 BUSINESS
K. K. Twum, D. Ofori, G. Agyapong, A. A. Yalley
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引用次数: 21

Abstract

Purpose This study examines the factors influencing intention to vaccinate against COVID-19 in a developing country context using the theory of planned behaviour (TPB) and health belief model (HBM). Design/methodology/approach Through a cross-sectional survey design, the study adopted a quantitative approach to data collection and analysis. The study used an online survey to collect data from 478 respondents eligible to take the COVID-19 vaccine in Ghana. Findings Attitude, social norm, perceived behavioural control, perceived susceptibility and cues to action were found to be predictors of COVID-19 vaccination intention. The results also showed that perceived severity, perceived benefits and perceived barriers did not predict COVID-19 vaccination intention. Practical implications To enhance the effectiveness of COVID-19 social marketing campaigns, social marketing theories such as the TPB and HBM can aid in assessing the intention of the target population to take the vaccines. An assessment of vaccination intention will help understand disease threat perception and behavioural evaluation. The consideration of the effect of demography on vaccination intention will aid in developing effective campaigns to satisfy the needs of segments. Originality/value This study adds to the limited research on understanding citizens’ intention to vaccinate against COVID-19 by combining the TPB and HBM to predict vaccination intention. The study contributes towards the use of social marketing practices to enhance the efficacy of vaccination campaigns.
接种新冠肺炎疫苗的意愿:基于计划行为理论和健康信念模型的社会营销视角
目的本研究采用计划行为理论(TPB)和健康信念模型(HBM)研究了发展中国家新冠肺炎疫苗接种意向的影响因素。该研究使用在线调查收集了加纳478名有资格接种新冠肺炎疫苗的受访者的数据。发现态度、社会规范、感知行为控制、感知易感性和行动线索是新冠肺炎疫苗接种意向的预测因素。结果还表明,感知的严重性、感知的益处和感知的障碍并不能预测新冠肺炎疫苗接种的意图。实际意义为了提高新冠肺炎社交营销活动的有效性,TPB和HBM等社交营销理论可以帮助评估目标人群接种疫苗的意图。对疫苗接种意向的评估将有助于了解疾病威胁感知和行为评估。考虑人口统计学对疫苗接种意愿的影响将有助于开展有效的运动,以满足各阶层的需求。原创性/价值本研究通过结合TPB和HBM预测疫苗接种意向,增加了对了解公民接种新冠肺炎意向的有限研究。这项研究有助于利用社会营销实践来提高疫苗接种运动的效果。
本文章由计算机程序翻译,如有差异,请以英文原文为准。
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来源期刊
CiteScore
4.60
自引率
29.20%
发文量
33
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