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Effect of Emotion, Expectation, and Privacy on Purchase Intention in WeChat Health Product Consumption: The Mediating Role of Trust

International journal of environmental research and public health, 2019-10, Vol.16 (20), p.3861 [Peer Reviewed Journal]

2019. This work is licensed under https://creativecommons.org/licenses/by/4.0/ (the “License”). Notwithstanding the ProQuest Terms and Conditions, you may use this content in accordance with the terms of the License. ;2019 by the authors. 2019 ;ISSN: 1660-4601 ;ISSN: 1661-7827 ;EISSN: 1660-4601 ;DOI: 10.3390/ijerph16203861 ;PMID: 31614749

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  • Title:
    Effect of Emotion, Expectation, and Privacy on Purchase Intention in WeChat Health Product Consumption: The Mediating Role of Trust
  • Author: Wang, Ming-Yan ; Zhang, Peng-Zhu ; Zhou, Cheng-Yang ; Lai, Neng-Ye
  • Subjects: Adult ; China ; Cognition & reasoning ; Commerce ; Consumer Behavior - statistics & numerical data ; Consumers ; Emotions ; Female ; Growth rate ; Health ; Humans ; Information systems ; Intention ; Internet ; Male ; Middle Aged ; Models, Theoretical ; Motivation ; Privacy ; Product development ; Purchasing ; Risk perception ; Social networks ; Social support ; Surveys and Questionnaires ; Trust ; Trustworthiness
  • Is Part Of: International journal of environmental research and public health, 2019-10, Vol.16 (20), p.3861
  • Description: With the aging of the population and the upgrading of the consumption structure of national health demand in China, it has become a new trend for the public to actively seek health products and services on social networks. Based on the theory of reasoned behavior and the theory of expectancy confirmation, this study aims to analyze the cognitive factors and their effects on WeChat users' purchase intention in the process of health product consumption. Considering that safety is a key feature of health products that distinguishes them from other consumer products, the "satisfaction" concept in the expectancy confirmation model is replaced by "trust" in this study. Two hundred and two (202) valid samples were collected by a questionnaire survey to analyze their intentions to buy health products on WeChat. Theoretical models and corresponding research hypotheses were verified by structural equation modeling. The research results show that emotional price and emotional experience are positively correlated with trust and purchase intention. There is an obvious negative correlation between privacy invasion and trust. Expectation confirmation is positively associated with trust. Moreover, the intermediary test shows that trust has completely mediated between emotional price and purchase intention, and trust also has a full intermediary effect on expectation confirmation and purchase intention.
  • Publisher: Switzerland: MDPI AG
  • Language: English
  • Identifier: ISSN: 1660-4601
    ISSN: 1661-7827
    EISSN: 1660-4601
    DOI: 10.3390/ijerph16203861
    PMID: 31614749
  • Source: GFMER Free Medical Journals
    MEDLINE
    PubMed Central
    ProQuest Central
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