School of Management Science and Engineering (MSE), Zhejiang Gongshang University, Hangzhou, China.
School of MSE, Zhejiang Gongshang University, Hangzhou, China.
Front Public Health. 2022 Apr 12;10:887913. doi: 10.3389/fpubh.2022.887913. eCollection 2022.
With the continuous expansion of COVID-19, many medical experts with the characteristics of "Internet Celebrities" are increasingly influencing people's vaccination behavior, which is crucial for overall social welfare. To explore the influence of Internet celebrity medical experts on people's vaccination against COVID-19, this study constructed a conceptual model of COVID-19 vaccination intention based on the professionalism, morality, interaction dimension, and information content of Internet celebrity medical experts, to generate perceived value by establishing a trusting relationship between them and the influenced people. The empirical analysis shows that interactivity and information content are important factors determining the influence of Internet celebrity medical experts. In the context of high demands for COVID-19 vaccines, it is more effective to influence vaccination intention through strong demand than through generating trust. The empirical analysis shows that Internet celebrity medical experts have a significant role in COVID-19 vaccination, and interactivity and information content are two important factors determining the influence. Through the connection of information-demand, Internet celebrity medical experts can greatly influence the perceived value, by coaction with trust to influence the final intention. Therefore, the COVID-19 vaccination persuasion information released by Internet celebrity medical experts should be elaborately organized and demonstrated, especially from the demand aspect, and government could put more resources to support the information to spread.
随着 COVID-19 的不断扩大，许多具有“网络红人”特点的医学专家越来越多地影响着人们的接种行为，这对整体社会福利至关重要。为了探讨网络名人医学专家对人们接种 COVID-19 疫苗的影响，本研究基于网络名人医学专家的专业性、道德性、互动性和信息内容，构建了 COVID-19 疫苗接种意愿的概念模型，通过建立他们与受影响人群之间的信任关系，产生感知价值。实证分析表明，互动性和信息内容是决定网络名人医学专家影响力的重要因素。在对 COVID-19 疫苗需求较高的情况下，通过产生信任来影响接种意愿不如通过产生信任来影响接种意愿更有效。实证分析表明，网络名人医学专家在 COVID-19 疫苗接种方面发挥着重要作用，互动性和信息内容是决定影响力的两个重要因素。通过信息需求的连接，网络名人医学专家可以通过与信任的共同作用，极大地影响感知价值，从而影响最终的意愿。因此，网络名人医学专家发布的 COVID-19 疫苗接种劝说信息应该精心组织和展示，特别是从需求方面，政府可以投入更多资源支持信息传播。
