[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.
关键词
价值—态度—行为模型/信任转移/选择意愿/在线评论/管理回复/数字健康素养
Key words
value-attitude-behavior model/trust transfer/choice intention/online reviews/management responses/digital health literacy
维普
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