| Novel coronavirus,which broke out in early 2020,spread all over the world and still threatens people’s health.In the current situation,vaccination against COVID-19 is still the most effective measure for epidemic prevention and control,especially for the elderly groups with low immunity.Under the background of the severe situation of epidemic prevention and control in China and the government’s policy of promoting vaccination in COVID-19,this paper investigates the influence mechanism of media contact on COVID-19 vaccination of the elderly based on the current situation of media contact among the elderly during the epidemic and the Health Belief Model.At present,many scholars have studied the relationship between media contact and COVID-19’s willingness to vaccinate,but at present,there is not much research on the mechanism of their influence.Based on health belief,this paper constructs a research model of media contact and individual COVID-19 vaccination behavior intention.The research samples are selected from the elderly groups over 60 years old in Taiyuan.According to the data analysis results,the influence mechanism between media contact and vaccination is tested,and the research results are further explained by in-depth interview data.It is found that the media usage habits of the elderly show new characteristics during the epidemic.TV and We Chat are the main channels for them to obtain information,and different media types have different influences.Through further test of the model,it is found that media contact can positively and significantly influence the behavioral intention of the elderly population to vaccinate COVID-19 vaccine,while the perceived benefits and perceived barriers in health beliefs play a partial intermediary role.Among them,perceived benefits have a significant positive impact on behavioral intentions,while perceived barriers have a significant negative impact on behavioral intentions.In addition,the study also found that demographic factors have differences in media contact,health beliefs and behavioral intentions.Relatively speaking,the elderly with low age,high education level,professional and technical personnel in government agencies and enterprises,and healthy people pay more attention to the epidemic situation and vaccine information,have a stronger sense of the benefits of vaccination against COVID-19,and have a higher willingness to vaccinate.The more personal information about the epidemic situation and vaccine,the better the recognition degree and vaccination effect of the elderly.Based on the above research results,the author believes that in major public health emergencies,we can start with the media contact of the elderly,and combine the differential communication of media channels to promote the elderly to actively take vaccination. |
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