支持瓦克斯,反瓦克斯,还是灰色的阴影? 根据人们对疫苗接种的态度对消费者的细分
Davide Rigoni1, Timothy Desmet1, Malaika Brengman1
1Free Brussels University, Brussel, Belgium.
概括
疫苗接种犹是复杂的,比利时有五个不同的消费者群体. 了解这些群体是通过有针对性的沟通改善COVID-19疫苗接种的关键.
科学领域:
- 公共卫生 公共卫生
- 卫生沟通健康沟通
- 行为科学 行为科学
背景情况:
- 疫苗接种犹是一个重大的全球卫生挑战,影响全球公共卫生倡议.
- 世界卫生组织 (WHO) 承认疫苗犹是需要持续研究和干预的关键问题.
- 了解公众对疫苗的不同态度对于有效的公共卫生战略至关重要.
研究的目的:
- 根据人们对COVID-19疫苗接种的态度对比利时人口进行细分.
- 为了确定不同的消费者群体关于接种疫苗的接受和犹.
- 为改善疫苗接种量身定制的健康传播策略提供信息.
主要方法:
- 使用比利时人口代表性样本进行的定量研究 (n=1,030).
- 消费者细分分析以根据疫苗接种态度识别不同的集群.
- 分析每个已识别的集群中的社会人口统计特征和信仰.
主要成果:
- 关于COVID-19疫苗接种的五个不同的消费者集群被确定.
- 坚定支持疫苗的人 (39.6%) 普遍接受了疫苗.
- 怀疑论者 (17.1%),恐惧的怀疑者 (12.7%),反疫苗的人 (7.1%) 和漠不关心的支持疫苗的人 (约. 25%) 代表其他细分市场.
- 观察到集群规模,态度,信仰和社会人口统计学方面的显著差异.
结论:
- 疫苗犹是一个多方面的问题,而不仅仅是一个二进制选择.
- 量身定制的健康沟通和疫苗接种活动对于解决不同程度的犹至关重要.
- 有效的策略必须考虑不同人口群体的特定态度和信仰,以改善疫苗接种率.
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