A cross-sectional survey of general practitioners' influenza vaccination willingness and influencing factors based on the reasoned action approach.

General practitioners (GPs) play a dual role in influenza prevention and control as both medical decision-makers and a high-risk population for infection. This study, based on the Reasoned Action Approach (RAA), aimed to explore GPs' influenza vaccination willingness and its influencing factors. Data were collected via an online questionnaire from February 11 to March 20, 2025, using convenience sampling. The questionnaire covered general profiles, influenza vaccination in the last season, vaccination willingness, and a RAA-based scales (including dimensions of attitude, subjective norms, and perceived behavioral control), and information-seeking behavior (active information collection, methods, and trusted sources). Among 341 questionnaires distributed, 330 valid ones were returned. The mean vaccination willingness score was 3.82 out of 5. Multiple regression analysis showed that vaccination willingness was positively associated with subjective norms (β = 0.367), attitudes (β = 0.291), vaccination in the last season (β = 0.124), and type of workplace (β = 0.111) (all p < .05). Given GPs' exemplary role as health promoters, this study proposed multidimensional strategies like strengthening their health education, establishing social norm guidance mechanisms, and optimizing vaccine service accessibility. These aimed to enhance GPs' vaccination willingness and their positive guidance on preventive behaviors in the population.