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

Authors

  • Chuan-Chuan Cheng Associate Professor, Department of Communication Studies, Tzu Chi University

Keywords:

COVID-19, individual cultural values, health campaigns, persuasive appeals, vaccination intentions

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.

 

Published

2024-02-17

Issue

No. 57 (2023)

Section

General manuscript

License

凡經本刊編輯委員會審查通過予以刊登之著作，其著作財產權即讓與本刊，但作者仍保有著作人格權，並保有本著作未來自行集結出版、教學等個人非營利使用之權利，版權屬於本刊，除商得本刊編輯委員會同意外，不得轉載。