Personality Effects on Chinese Public Preference for the COVID-19 Vaccination: Discrete Choice Experiment and Latent Profile Analysis Study

Jinzi Zhang, Pu Ge, Xialei Li, Mei Yin, Yujia Wang, Waikit Ming, Jinhui Li, Pei Li, Xinying Sun and Yibo Wu
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Jinzi Zhang: School of Humanities and Social Sciences, Harbin Medical University, Harbin 150081, China
Pu Ge: Institute of Chinese Medical Sciences, University of Macau, Macau 999078, China
Xialei Li: School of Pharmaceutical Sciences, Shandong University, Jinan 250012, China
Mei Yin: School of Humanities and Social Sciences, Harbin Medical University, Harbin 150081, China
Yujia Wang: School of Humanities and Social Sciences, Harbin Medical University, Harbin 150081, China
Waikit Ming: Department of Infectious Diseases and Public Health, Jockey Club College of Veterinary Medicine and Life Sciences, City University of Hong Kong, Hong Kong 999077, China
Jinhui Li: School of Journalism and Communication, Jinan University, Guangzhou 510632, China
Pei Li: Hong Kong Institute of Health Education, Hong Kong 999077, China
Xinying Sun: School of Public Health, Peking University, Beijing 100191, China
Yibo Wu: School of Public Health, Peking University, Beijing 100191, China

IJERPH, 2022, vol. 19, issue 8, 1-20

Abstract: Objective: This study aims to investigate the differences in public vaccination preference for the COVID-19 vaccine with different personality characteristics. Methods: Based on the Big Five Personality Inventory (BFI-10), a total of 1200 respondents were categorized by personality characteristics using Latent Profile Analysis (LPA). The preference of members the public with different personality characteristics for COVID-19 vaccination was investigated based on a discrete choice experiment (DCE). Results: All respondents were divided into three groups, named the General and Stable type (79.67%), Conscientious and Agreeable type (9.5%), and Open and Extroverted type (10.83%). For the percentage importance of vaccine attributes, both the General and Stable type and Conscientious and Agreeable type respondents considered cost to be the most important (41.93% and 34.95% respectively). However, the Open and Extroverted type respondents considered efficacy as the most important (31.05%). In our conditional logit model (CLOGIT), for vaccine adverse effects, the General and Stable type and Conscientious and Agreeable type respondents preferred “very mild”, while the Open and Extroverted type preferred “mild” (OR:1.108, 95%CI 0.977–1.256). The Open and Extroverted type had a higher willingness to pay (WTP) for the most preferred vaccine level compared to the other types. Conclusions: The Open and Extroverted respondents have the highest willingness to vaccinate. The General and Stable type and Conscientious and Agreeable respondents think that the cost of the vaccine is the most important attribute, and prefer the mildest side effects. The Open and Extroverted type think that vaccine efficacy is the most important attribute, prefer “mild” side effects, and have higher willingness to pay for their favorite vaccine level.

Keywords: discrete choice experiment; COVID-19; vaccine preference; latent profile analysis; big five personality traits (search for similar items in EconPapers)
JEL-codes: I I1 I3 Q Q5 (search for similar items in EconPapers)
Date: 2022
References: View references in EconPapers View complete reference list from CitEc
Citations: View citations in EconPapers (1)

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