融媒体视域下公众对疫苗接种意愿及其影响因素分析——以新冠疫苗为例
Analysis of People’s Willingness to Vac-cinate and Its Influencing Factors from the Perspective of Integrated Media—Taking the COVID-19 Vaccine as an Example

为探究融媒体视域下公众疫苗接种意愿及其影响因素，选取杭州、宁波、台州、衢州四个城市为调查地区，采用分层抽样的方式筛选街道随机发放问卷，采用因子分析、Logistic回归分析等方法探求各因素在影响接种意愿上所占比重。此外，运用访谈调查与网络爬虫来辅助拓宽数据来源。研究结果表明：绝大部分人群对疫苗接种持支持态度，主要是由于其对疫苗了解程度高、对疫情敏锐度高、担忧感染风险，并具备较强的社会责任感。而不愿接种的人群大多社会责任感低，对疫苗了解不足。基于此，提出了“加强社会责任感引导建设”“加强社会疫苗科普教育”“优化接种流程”等建议，以期为融媒体视域下如何进行民众思想建设改善疫苗认同度提供数据支撑和智力支持。
In order to explore the public’s willingness to vaccinate against COVID-19 and its influencing fac-tors from the perspective of financial media, Hangzhou, Ningbo, Taizhou and Quzhou were selected as the survey areas. Stratified sampling and proportional sampling were used to select streets and randomly distribute questionnaires. Factor analysis and binary Logistic regression analysis were used to explore the proportion of each factor affecting the inoculation intention. In addition, inter-view survey and web crawler are used to help broaden data source channels. The results showed that the majority of the population supported vaccination, mainly because of their high sensitivity to the epidemic, concern about the risk of infection, and a strong sense of social responsibility. At the same time, the higher the understanding of vaccine, the higher the willingness to vaccinate. However, most people who do not want to get vaccinated have a low sense of social responsibility and lack of knowledge about vaccines. Based on this, some suggestions were put forward, such as “strengthening the guidance construction of social responsibility”, “strengthening the popular sci-ence education of social vaccine”, “optimizing the vaccination process to improve the efficiency”, in order to improve the social vaccination rate, and provide data support and intellectual support for how to improve the public’s ideological construction and vaccine recognition under the perspective of financial media.