檢視說服訴求對個人文化價值觀與COVID-19疫苗接種意願的中介關係

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

This study aimed to examine the mediation role of persuasive appeals on the relationship between individual cultural values and COVID-19 vaccination intentions. A cross-sectional online survey was conducted in the beginning of 2021, before COVID-19 vaccines were 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.