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Liping Li) .the importance of promoting the efficacy and norms of vaccination, and engaging people who are open to experience in the early diffusion process. Such health education effects can also take advantage of social media to promulgate the effects. Some of the studies conducted to explain COVID-19 vaccination intention have drawn on behavioural theories, such as the Theory of Planned Behavior (TPB) and the Health Belief Model (HBM). In light of the notion that COVID-19 vaccination is an innovative behaviour, the present study draws on Diffusion of Innovations (DOI) Theory to explain how this behaviour will be adopted in the early phase and gradually become diffused as a common practice. The DOI proposes 4 factors that would explain the uptake of innovative behaviour: (i) attributes of the innovation (perceived efficacy of the COVID-19 vaccine); (ii) communication channel (social media use for COVID-19-vaccine-related information); (iii) characteristics of the adopt ....