Vaccination uptake is influenced by many cues during health information seeking online

Much government response to improving vaccination uptake during the COVID-19 pandemic has focused on the problems of misinformation and disinformation. There may, however, be other signals within online health information that influence uptake of vaccination.

This study identified the influence of various health information signals within online information communities on the intention of receiving the vaccine.

A deductive approach was used to derive constructs from signalling theory. Constructs were validated by a convenience sample using a questionnaire. Structural equation modelling (SEM) was used to evaluate the measurement model, the structural model and the multigroup analysis.

The analysis showed a significant impact of signals derived from past experience, information asymmetry and source credibility constructs on the perceived quality of the vaccine service. The perceived quality also had a significant impact on the intention to receive the vaccine.

Signalling theory was able to explain the importance of health information signals perceived from online platforms on the intention of individuals to receive the vaccine.

Information asymmetry between information provider and receiver, perceived credibility of sources and perceived quality of the vaccination service may influence decisions about vaccination.