Understanding the influenza vaccine as a consumer health technology: a structural equation model of motivation, behavioral expectation, and vaccine adoption

Abstract

ABSTRACTBackground: While the flu vaccine is a consumer health technology, little is known about whether vaccine adoption can be explained through the lens of technology acceptance frameworks such as the unified theory of acceptance and use of technology (UTAUT). Based on the social cognitive theory and UTAUT, we aimed to examine the relationship between motivation, behavioral expectation, and behavior in the flu vaccine adoption context.Method: An online survey was completed by 306 college students. Structural equation modeling (SEM) was used to examine the associations among motivation, behavioral expectation, and vaccine adoption.Results: Among the 306 participants, nearly one-third of them adopted the flu vaccine annually. The results of SEM showed a good model fit and revealed that motivation was positively associated with behavioral expectation, which in turn was positively correlated to flu vaccine adoption. Motivation was not significantly associated with flu vaccine adoption. Behavioral expectation completely mediated the relationship between motivation and flu vaccine adoption.Conclusion: Findings show that the relationship between motivation and vaccine adoption is completely mediated by behavioral expectation. To increase vaccine adoption rates in young adults, interventions focusing on boosting motivation and cultivating positive behavioral expectations are warranted.