Research on the Influence of Choice Intention for Health Products Under the Value-Attitude-Behavior Model
[Purpose/Significance]The study aims to explore how online reviews and management responses affect the health-related behavior of health products'choice intention through trust transfer processes.[Method/Process]Based on the value attitude behavior model and trust transfer theory,this paper designed a research model by identifying value elements,attitude elements,and behavior elements.Using online survey methods,it collected a total of 282 valid samples,and conducted hypothesis test.[Result/Conclusion]The empirical results indicate that the information value of online reviews and management responses is positively correlated with cognitive and affec-tive trust in online information,respectively.The study verifies the existence of trust transfer,that is,trust in health products comes from the cognitive and affective trust in online information.The intention to choose health products comes from trust in health products,and the affective trust of online information positively affects the intention to choose health products in both direct and indirect ways.
value-attitude-behavior modeltrust transferchoice intentiononline reviewsmanagement responsesdigital health literacy
万方数据
维普
