Media Exposure and Media Credibility Influencing Public Intentions for Influenza Vaccination

Abstract

Due to the low rate of influenza vaccination in China, this study explores the factors influencing the Chinese public’s influenza vaccination intentions. Based on the technology acceptance model (TAM), this study builds a theoretical model to examine the factors influencing Chinese public intentions toward influenza vaccination. We define media exposure and media credibility as external variables and the perceived characteristics of influenza vaccines as intermediate variables in the proposed model. A total of 597 valid questionnaires were collected online in this study. Combined with structural equation modeling (SEM), SPSS 22.0 and AMOS 17.0 were used to conduct empirical research, supporting the proposed research hypotheses. The results show that media exposure and media credibility have no direct effects on the audience’s intention to take the influenza vaccine. However, media exposure positively influences media credibility, influencing vaccination intentions through perceived usefulness (PU) and perceived ease of use (PEOU). Furthermore, PU and PEOU significantly positively influence behavioral intentions, and PEOU significantly affects PU. This paper has proven that media with better credibility gained more trust from the audience, indicating a new perspective for the promotion of influenza vaccination. This study suggests releasing influenza-related information via media with great credibility, further improving public acceptance of becoming vaccinated.

Keywords

• technology acceptance model
• influenza vaccination
• media exposure
• media credibility
• behavioral intention