Department of Management, College of Business, King Faisal University, Al-Ahsa 31982, Saudi Arabia.
Email: mbhatti@kfu.edu.sa.
Department of Management Sciences, National University of Modern Languages, Lahore Campus, Pakistan.
Email: azakariya@numl.edu.pk.
ABSTRACT
Purpose: This study investigates the relationships between knowledge, attitudes, and practices (KAP) toward seasonal vaccination, 5C psychological antecedents, and perceived vaccination benefits. It aims to explore the mediating role of the 5C psychological antecedents and the moderating role of vaccine perception in these relationships, providing a comprehensive framework to understand vaccination behavior. Method: A cross-sectional survey was conducted on a sample of 284 individuals who had received seasonal vaccinations in the past three months. Data were collected using structured scales adopted from prior research. Partial Least Squares Structural Equation Modeling (PLS-SEM) was employed for data analysis, assessing direct, indirect, and moderating effects among the constructs. Findings: The results demonstrate that KAP significantly influences perceived vaccination benefits both directly and indirectly through the 5C psychological antecedents. The study also confirms the moderating effect of vaccine perception on the relationship between KAP and perceived benefits. The findings highlight the critical roles of confidence, collective responsibility and complacency in shaping individuals’ perceptions of vaccination benefits. Originality/Implications: This research advances theoretical understanding by integrating the KAP model with the 5C framework and vaccine perception. Practically, it provides actionable insights for designing targeted interventions to enhance vaccination uptake and address hesitancy, particularly in seasonal vaccination contexts.