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標題: | 代言人特性與影響民眾接種COVID-19疫苗追加劑之相關因素:網路調查之應用 Celebrity Endorsements and Factors Associated with Receiving a Booster Dose of COVID-19 Vaccine: an Application of Online Survey |
作者: | 張雅惠 Ya-Hui Chang |
指導教授: | 鄭守夏 SHOU-HSIA CHENG |
共同指導教授: | 郭年真 NIEN-CHEN KUO |
關鍵字: | 新冠肺炎,健康信念,名人,代言人,疫苗,追加劑, COVID-19,Health Belief Model,endorser,celebrity,vaccine,booster, |
出版年 : | 2023 |
學位: | 碩士 |
摘要: | 2020年,新冠肺炎被世界衛生組織(WHO)宣布為全球大流行疾病,WHO呼籲各國需要至少七成以上的人口施打疫苗才能結束疫情大流行;而臺灣因為社區風險提升,以及Omicron病毒變種傳染力高,中央流行疫情指揮中心呼籲接種新冠肺炎第二劑疫苗超過3個月以上的民眾,應該儘速施打追加劑疫苗,才能結束大流行,在全民與病毒共存之下,如何提升疫苗接種意願成為首要問題。
本次研究以健康信念模型來了解影響民眾接種COVID-19疫苗追加劑相關因素,參考學者過去發展的具良好信效度之研究問卷,並依臺灣COVID-19疫苗追加劑施打的實際情況修改本研究問卷後,再以滾雪球方式進行網路匿名問卷調查,最終回收796份問卷。本研究以描述性統計分析填答問卷者之基本資料分布情形,以及卡方檢定、羅吉斯迴歸,來了解填答問卷者之人口學變項、以及施打COVID-19疫苗追加劑行為的關係。 研究結果發現民眾居住地區與COVID-19疫苗追加劑接種行為有相關性,大都市旁郊區接種比例最高,農村地區接種比例最低;醫療人員最容易增加研究對象接種疫苗的行為,其次為親朋好友、政府官員、宗教領袖、演藝人員;以及不同性質代言人與民眾接種COVID-19疫苗追加劑有不同的個人特質,政府官員、宗教領袖代言人與受訪者接種COVID-19疫苗追加劑有正相關的個人特質為男性、高中以下學歷、民進黨支持者。 本研究結果顯示不同性質代言人能對不同族群宣傳施打疫苗成為有效傳播者,建議政府如欲提高民眾接種率,應該做到「分眾行銷」才能提高民眾施打疫苗行為。 In 2020, the World Health Organization (WHO) declared COVID-19 a global pandemic, urging countries to vaccinate at least 70% of their populations to end the pandemic. Taiwan has faced increased community risk due to the highly transmissible Omicron variant of the viruses. Taiwan's Central Epidemic Command Center has called on individuals vaccinated with their second COVID-19 vaccine more than 3 months ago to receive a booster to promptly bring the pandemic under control. In a context where the virus coexists with the general population, increasing vaccine willingness has become a priority This study employed the Health Belief Model to investigate the factors influencing people's willingness to vaccinate with the COVID-19 booster. We referenced a research questionnaire with solid reliability and validity developed by prior studies and modified it to align with the actual situation of COVID-19 booster administration in Taiwan. Then, we conducted an anonymous online questionnaire survey using a snowball sampling method, ultimately collecting 796 completed questionnaires. This study utilized descriptive statistical analysis to examine the distribution of basic demographic information of the questionnaire respondents. Furthermore, chi-square tests and logistic regression were employed to understand the relationship between the demographic variables of the study participants and their behavior related to receiving the COVID-19 booster. The study's findings revealed a correlation between people's residential areas and their behavior regarding COVID-19 booster administration. Suburban areas near major cities had the highest vaccination rates, while rural areas had the lowest. Healthcare professionals were the most influential in encouraging vaccine uptake among the study subjects, followed by family and friends, government officials, religious leaders, and entertainers. Additionally, different types of endorsers were associated with specific individual characteristics among the public regarding the administration of COVID-19 boosters. Government officials and religious leader endorsers positively correlated with individual characteristics such as being male, having an education level below high school, and being supporters of one of Taiwan's major political parties, the Democratic Progressive Party (DPP). The study's results suggest that endorsers with varying characteristics can effectively promote vaccine uptake among different demographic groups. The government should employ a "segmented marketing" approach to encourage people to receive the vaccine booster. |
URI: | http://tdr.lib.ntu.edu.tw/jspui/handle/123456789/91647 |
DOI: | 10.6342/NTU202304412 |
全文授權: | 同意授權(限校園內公開) |
顯示於系所單位: | 健康政策與管理研究所 |
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