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논 문 검 색

홈으로 • 마케팅관리연구 • 논문검색

pISSN: 1229-7798

한국마케팅관리학회 학술대회, (2021)
pp.37~59

- 펜데믹으로부터의 보호 : 코로나 백신 프로그램에 대한 태도와 백신 접종의사에 영향 요인에 대한 분석 -

Gonda, Raphael

(University of Ulsan, Global MBA 과정)

Kim Doyle

(Professor, University of Ulsan)

This study will specifically tackle the ongoing vaccination efforts against the Covid-19 pandemic. The aim is to identify and measure the posited influencing factors that could affect the attitude and intention towards the Covid-19 vaccination programs. This study utilized and expanded the Technology Acceptance Model (TAM), incorporating the Protection Motivation Theory (PMT), and Theory of Planned Behavior (TPB) to research and find out the prospective antecedents of vaccination programs. An online survey was conducted and the participants were asked questions regarding constructs such as Performance Expectancy, Effort Expectancy, Social Influence, Facilitating Conditions, and Threat Appraisals. The examined target data sets were from 243 respondents who are Filipino citizens. Structural Equation Modeling (SEM) techniques were used to prove the fit of the hypotheses. The results show that the model is supported partially because factors like Effort Expectancy, Facilitating Conditions, and Threat Appraisals did not show any significant effect on Attitude and Intention. However, certain aspects such as Social Influence and Performance Expectancy did indeed have a significant relationship that affects Attitude and in turn have a significant relationship toward Vaccination Intention. Lastly, the empirical results of this study can hopefully provide some reference in improving the implementation of future vaccination programs. Although not all of the factors that were measured in this study proved to be significant, it can serve as a basis to provide a more comprehensive understanding of the influencing factors on vaccinations. It can also aid local governments and medical institutions to manage, execute, and evaluate measures against the pandemic and find ways and strategies to promote vaccination programs to different demographics. The Covid-19 pandemic has affected the whole world regardless of nationality, race, and socio-economic background. Finding ways to improve the perceived usefulness, systems, and policies of these vaccination programs could significantly increase the attitude and behavior intention toward the Covid-19 Vaccine

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