Integrating Machine-Learning Methods with Importance–Performance Maps to Evaluate Drivers for the Acceptance of New Vaccines: Application to AstraZeneca COVID-19 Vaccine

Jorge de Andrés-Sánchez, Mar Souto-Romero, Mario Arias-Oliva

Background: The acceptance of new vaccines under uncertainty—such as during the COVID-19 pandemic—poses a major public health challenge because efficacy and safety information is still evolving. Methods: We propose an integrative analytical framework that combines a theory-based model of vaccine acceptance—the cognitive–affective–normative (CAN) model—with machine-learning techniques (decision tree regression, random forest, and Extreme Gradient Boosting) and SHapley Additive exPlanations (SHAP) integrated into an importance–performance map (IPM) to prioritize determinants of vaccination intention. Using survey data collected in Spain in September 2020 (N = 600), when the AstraZeneca vaccine had not yet been approved, we examine the roles of perceived efficacy (EF), fear of COVID-19 (FC), fear of the vaccine (FV), and social influence (SI). Results: EF and SI consistently emerged as the most influential determinants across modelling approaches. Ensemble learners (random forest and Extreme Gradient Boosting) achieved stronger out-of-sample predictive performance than the single decision tree, while decision tree regression provided an interpretable, rule-based representation of the main decision pathways. Exploiting the local nature of SHAP values, we also constructed SHAP-based IPMs for the full sample and for the low-acceptance segment, enhancing the policy relevance of the prioritization exercise. Conclusions: By combining theory-driven structural modelling with predictive and explainable machine learning, the proposed framework offers a transparent and replicable tool to support the design of vaccination communication strategies and can be transferred to other settings involving emerging health technologies.