The Mediation Effect of Persuasive Appeals on the Relationship between Individual Cultural Values and COVID-19 Vaccination Intentions in Taiwan

Abstract

This study aimed to examine the mediation role of persuasive appeals on the relationship between individual cultural values and COVID-19 vaccination intention. A cross-sectional online survey was conducted in the beginning of 2021, before COVID-19 vaccine available in Taiwan. A total of 458 adult citizens participated in this study. Hayes’ PROCESS software was used to analyze the mediation effect to test hypotheses. Results indicated that persuasive messages indeed mediated the relationship between individual cultural values and intentions to obtain the COVID-19 vaccine. Collectivism indirectly affects vaccination intention through moral appeals. Uncertainty avoidance, masculinity and long-term orientation indirectly impacted vaccination intention via fear appeals. Power distance indirectly influenced vaccination intention through punitive and reward appeals. Implications and limitations of this study were discussed.