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A global outbreak of a new strain of H1N1 influenza virus caused the 2009 flu pandemic. Taiwan was one of the 12 countries in the world capable of producing H1N1 vaccine domestically. The domestic vaccine manufactured by Adimmune Corporation proved to be safe and effective. However, the public opinion generally criticized negatively toward this H1N1 prevention work. This study explored the various entities and relations surrounding the prevention.

The first experiment looked into people’s recall toward government’s promotion. This experiment used EyeLink to track subjects’ eye movements on the promotional posters. The data showed the correlation between eye movement and recall, as well as the amount of information received by the subjects. The second experiment looked into people’s decision toward H1N1 prevention. This experiment constructed an AHP model to study the problem. The subjects from various fields answered their view toward H1N1 prevention alternatives, and reported the actual inoculation rate of H1N1 vaccine. The goal aimed to choose a prevention method. The criteria included convenience, confidence, safety, and comfort. The alternatives included vaccination, medication, and sanitation. The experiment outcome summarized the inoculation statistics, attention distribution, involvement correlations, and decision priorities.

The experiment result shows the subjects do not receive government’s promotion well. The result also shows the subjects prefer sanitation for prevention. In addition, this study investigates Taiwan’s vaccine and disease prevention development status. The analysis examines Adimmune Corporation and the vaccine market from different aspects. Finally, the conclusion provides recommendations for the people, the vaccine factory, and the government.

Dedication i
Acknowledgements ii
Abstract iii
Table of Contents iv
List of Figures x
List of Tables xii
Chapter 1 Introduction 1
Section 1.1 Research Background and Motivation 1
1.1.1 Biotechnology 1
1.1.2 Diamond Takeoff Plan 1
1.1.3 Taiwan’s Biotechnology Industry 3
Section 1.2 Research Purpose 5
Section 1.3 Research Procedure 6
Section 1.4 Research Scope and Limitation 7
Chapter 2 Literature Review 10
Section 2.1 Purposes and Benefits of Vaccination 10
Section 2.2 History and Development of Influenza Vaccine 11
2.2.1 History of Influenza 11
2.2.2 Major Flu Pandemics 11
2.2.3 Origin and Development of Influenza Vaccine 11
2.2.4 Antigenic Drift 12
2.2.5 Reassortment and Reverse Genetics 12
Section 2.3 Flu Pandemic of 2009 13
2.3.1 2009 H1N1/A 13
2.3.2 Genetic Origins of the 2009 Swine Flu Virus 13
2.3.3 Timeline of H1N1 Events 14
2.3.4 Industry Status 15
2.3.5 2009 Flu Pandemic Data from World Health Organization 15
Section 2.4 Literatures from Vaccine Journal 16
2.4.1 Introduction 16
2.4.2 Vaccine 16
2.4.3 Results 16
Chapter 3 Case Study: Adimmune and H1N1 19
Section 3.1 Government Hierarchy 19
Section 3.2 Prevention Policy 20
Section 3.3 Procurement Process 21
Section 3.4 Prevention Promotion and Administration 22
Section 3.5 Adimmune Corporation 23
3.5.1 Corporate Vision 23
3.5.2 Sophisticated Equipments 24
3.5.3 Products 24
3.5.4 Awards, Accreditations, and Major Milestones 25
3.5.5 Innovation, Research, and Development 27
3.5.6 Contract Manufacturing Services 27
3.5.7 Future Prospects 28
Section 3.6 Vaccine Manufacturing Process 29
Section 3.7 Vaccine Delivery and Clinical Tests 31
3.7.1 Adimmune Vaccine Delivery 31
3.7.2 Adimmune Clinical Trial Result – Effectiveness 31
3.7.3 Adimmune Clinical Trial Result – Adverse Reactions 31
3.7.4 Adimmune Clinical Trial Result – Painfulness 31
Section 3.8 Demographics of Taiwan 32
Section 3.9 Prevention Results 34
Chapter 4 Research Design 36
Section 4.1 Research Framework 36
Section 4.2 Targeted Subjects 37
Section 4.3 Attention Experiment Setup 37
4.3.1 Attention Economy 37
4.3.2 CDC Posters 38
4.3.3 Equipments 38
Section 4.4 Analytical Hierarchy Process (AHP) 40
4.4.1 Introduction 40
4.4.2 Weight Calculation in the Hierarchy 41
4.4.3 Final Score 42
4.4.4 Application 43
Section 4.5 AHP of Prevention Decision 44
Chapter 5 Results 45
Section 5.1 Sample Pool 45
5.1.1 Sex 45
5.1.2 Major 45
Section 5.2 Poster Design 46
Section 5.3 Questionnaire Results 47
5.3.1 Statistics of Familiarity 47
5.3.2 Statistics of Involvement 47
5.3.3 Statistics of Need for Cognition 48
5.3.4 Statistics of Attention 49
5.3.5 Statistics of Poster Recall 50
5.3.6 Statistics of Vaccine Question 51
Section 5.4 Correlations of Vaccine Question Correctness 53
5.4.1 Correlation between Attention and Vaccine Question 53
5.4.2 Correlation between Involvement and Vaccine Question 53
5.4.3 Correlation between Cognition and Vaccine Question 54
5.4.4 Correlation between Familiarity and Vaccine Question 54
5.4.5 Correlation Analysis 54
Section 5.5 Inoculation Results 55
Section 5.6 AHP Questionnaire Results 56
Section 5.7 Correlations of Decision Factors 58
5.7.1 Correlation between Involvement and Convenience 58
5.7.2 Correlation between Involvement and Confidence 58
5.7.3 Correlation between Involvement and Safety 59
5.7.4 Correlation between Involvement and Comfort 59
5.7.5 Correlation Analysis 59
Section 5.8 Eye Movement Analysis 60
5.8.1 Eye Movement and Cognitive Process 60
5.8.2 Correlation between Poster Eye Movement and Recall 60
5.8.3 Correlation between Overall Eye Movement and Recall 61
Section 5.9 AHP Calculations 62
5.9.1 Notations 62
5.9.2 Hierarchical Structure 62
5.9.3 Level 2 Comparisons 62
5.9.4 Level 3 Comparisons 63
5.9.5 Goal: Picking the Best Prevention Decision 64
Chapter 6 Conclusion 65
Section 6.1 Summary 65
6.1.1 People’s Reception toward Government 65
6.1.2 People’s Decision toward Prevention 65
Section 6.2 Recommendations 66
6.2.1 Recommendations for Government 66
6.2.2 Recommendations for Vaccine Factory 66
6.2.3 Recommendations for People 66
Section 6.3 Analysis of Adimmune Corporation 67
6.3.1 SWOT Analysis 67
6.3.2 Diamond Model Analysis 67
6.3.3 PEST Analysis 68
6.3.4 Vaccine Market Analysis 68
Section 6.4 Managerial Implications 69
6.4.1 Economic Aspect 69
6.4.2 Supply Chain Aspect 71
6.4.3 Value Chain Aspect 71
6.4.4 Marketing 4C/4P Aspect 72
6.4.5 Porter’s Five Forces Aspect 72
6.4.6 Marketing Strategy Aspect 73
6.4.7 Externality Aspect 74
Section 6.5 Conclusion 75
References 76
Appendix 82
Appendix A: AHP Questionnaire in Chinese 82
Appendix B: Involvement Questionnaire in Chinese 83
Appendix C: Need for Cognition Questionnaire in Chinese 84
Appendix D: Poster Questionnaire in Chinese 85
Set 1 85
Set 2 86
Set 3 87
Set 4 88
Set 5 89
Set 6 90
Set 7 91
Appendix E: Promotional Posters of H1N1 92
Appendix F: Promotional Posters of Anti-Smoking 93
Appendix G: EyeLink Specifications 94

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