Table 1.
Descriptive statistics of COVID-19 vaccine attitudes, social norms and behavioural control across the segments.
| M | SD | Enthusiasts | Supporters | Socials | Hesitant | Sceptics | R 2 | |
|---|---|---|---|---|---|---|---|---|
| COVID-19 vaccine attitudes | ||||||||
| To what extent do you feel that getting a COVID-19 vaccine will be. . .(7-point bipolar scale) | ||||||||
| Bad: Good | 4.96 | 2.12 | 6.94 | 5.75 | 4.18 | 3.46 | 1.22 | .70 |
| Unpleasant: Pleasant | 4.07 | 1.90 | 5.55 | 4.01 | 3.85 | 3.44 | 1.49 | .38 |
| Harmful: Beneficial | 4.85 | 2.12 | 6.95 | 5.32 | 4.22 | 3.45 | 1.18 | .68 |
| Worthless: Valuable | 4.97 | 2.08 | 6.94 | 5.55 | 4.24 | 3.63 | 1.54 | .64 |
| Ineffective: Effective | 4.99 | 2.04 | 6.84 | 5.53 | 4.42 | 3.68 | 1.53 | .62 |
| Unsafe: Safe | 4.59 | 2.06 | 6.64 | 5.01 | 3.94 | 3.28 | 1.09 | .66 |
| Undesirable: Desirable | 4.67 | 2.12 | 6.84 | 4.98 | 4.11 | 3.18 | 1.20 | .66 |
| Social norms | ||||||||
| How much do you agree or disagree with the following statements? (5-point scale, strongly disagree to strongly agree with neither as mid-scale) | ||||||||
| Descriptive norm | 3.82 | 1.27 | 4.81 | 4.41 | 3.53 | 2.52 | 2.00 | .60 |
| Subjective norm | 3.91 | 1.20 | 4.87 | 4.57 | 3.54 | 2.68 | 2.11 | .67 |
| Injunctive norm | 4.06 | 1.15 | 4.89 | 4.59 | 3.60 | 2.90 | 3.05 | .47 |
| Perceived Behavioural Control | ||||||||
| Self-efficacy | 3.68 | 1.46 | 4.92 | 4.57 | 3.21 | 1.99 | 1.34 | .78 |
| Perceived control | 4.27 | 1.04 | 4.66 | 4.46 | 3.76 | 3.81 | 4.39 | .13 |
| Total responses | Enthusiasts | Supporters | Socials | Hesitant | Sceptics | R 2 | ||
|
Behavioural Intention
Would you accept the vaccine for yourself? |
.62 | |||||||
| No, definitely not | 14% | 0.01% | 0.01% | 1.25% | 35.08% | 83.73% | ||
| Unsure, but leaning towards NO | 14% | 0.01% | 0.17% | 15.33% | 64.58% | 14.85% | ||
| Unsure, but leaning towards YES | 17% | 0.02% | 9.40% | 70.67% | 0.04% | 1.32% | ||
| Yes, definitely | 55% | 99.97% | 90.42% | 12.74% | 0.30% | 0.11% | ||
| Would you accept the vaccine if it meant protecting friends, family, or at-risk groups? | .48 | |||||||
| No, definitely not | 8% | 0.01% | 0.01% | 0.48% | 16.66% | 53.40% | ||
| Unsure, but leaning towards NO | 15% | 0.59% | 0.01% | 16.05% | 51.18% | 37.15% | ||
| Unsure, but leaning towards YES | 17% | 0.24% | 4.16% | 52.65% | 26.45% | 7.71% | ||
| Yes, definitely | 60% | 99.17% | 95.83% | 30.82% | 5.71% | 1.74% | ||
| Would you be willing to put your name on the list to be vaccinated first | .47 | |||||||
| No, definitely not | 20% | 0.36% | 1.46% | 9·86% | 59.01% | 89.31% | ||
| Unsure, but leaning towards NO | 14% | 0.30% | 7.42% | 23.54% | 37.94% | 10.26% | ||
| Unsure, but leaning towards YES | 19% | 5.23% | 18.26% | 59.11% | 2.95% | 0.35% | ||
| Yes, definitely | 47% | 94.11% | 72.86% | 7.49% | 0.10% | 0.09% | ||
| I will get vaccinated against the coronavirus | .80 | |||||||
| No | 30% | 1.61% | 0.02% | 22.41% | 98.85% | 99.87% | ||
| Yes | 70% | 98.39% | 99.98% | 77.59% | 1.15% | 0.13% | ||
ANOVA: analysis of variance.
N = 1054. Table presents mean values and percentages of key input variables across the segments. All mean differences and proportional differences – as judged by ANOVA or chi-square tests – are significant at p < .001. R2 represents how much of the variance of each indicator is explained by this five-cluster model. Table presents percentages of key input variables across the segments. All proportional differences – as judged by ANOVA or chi-square tests – are significant at p < .001. R2 represents how much of the variance of each indicator is explained by this five-cluster model.