Study On Factors Influencing The Public’s Willingness To Inject Influenza Vaccine Through Media Exposure Based On TAM Model

Influenza as the world health organization as the implementation of global detection of the primary infectious disease has become a global important public health problem to be solved.One of the least costly ways to prevent disease is vaccination.Vaccination is not only valuable to individuals,but also has profound public health implications for society as a whole.However,in the era of highly developed media,the communication effect of influenza prevention information among the public is not ideal.Therefore,whether there is an inevitable connection between the media that should exert the effect of "changing the audience’s cognitive attitude and promoting health behavior" and the public health problems,and what influencing factors may exist,all deserve academic attention and relevant research.This study is mainly divided into three parts.The first part mainly explains the motivation and significance of this research,which is the introduction and the first chapter in the text.The theoretical model of this study is established by sorting out and summarizing relevant domestic and foreign research and literature,and several core concepts,methods and assumptions of this study are clearly defined and explained.The second part includes chapter 2 and chapter 3.In this part,the data analysis of public media exposure and cognitive attitude towards influenza prevention and control is conducted,the hypothesis and model are verified,and the influence of media exposure on the cognition,attitude and behavior of influenza vaccine is analyzed.The third part mainly explains the conclusion and suggestion prospect,namely the fourth chapter in the text.On the basis of summarizing relevant researches of previous scholars,the author explores the causes of the final results,and the corresponding communication strategies for the effective communication of influenza prevention information were formulated based on the media contact of the public.The results showed that the influence of the public’s media exposure on the willingness to receive influenza vaccine exists,that is,the public’s media exposure improves the willingness to use influenza vaccine by affecting its perceived usefulness and perceived ease of use,respectively.At the same time,education background,living area and monthly income level also influence the public’s attitude towards influenza prevention.In addition,Internet and doctor/medical institutions have significant advantages in these channels.Based on these findings,this study believes that the set of targeted media optimization strategy,promote the availability of health information is very necessary,the specific performance in order to promote the traditional media and Internet media depth fusion,give play to the persuasive effect of interpersonal communication channels,improve the practicability of flu information,and give play to the strong discourse effect of doctors.The aim is to improve the public acceptance of influenza vaccine in China and provide scientific reference for the promotion of influenza vaccine and the prevention and treatment of influenza.