Critical Factors Affecting Consumer Acceptance of Online Health Communication: An Application of Service Quality Models
Journal of Asian Finance, Economics and Business, Vol. 4, No. 3, pp. 85-94, 2017; ISSN: 2288-4637. DOI/10.13106/jafeb.2017.vol4.no3.85
10 Pages Posted: 20 Dec 2017
Date Written: August 30, 2017
The paper examines critical factors affecting consumer behavioral intentions in accepting online health communication through social networking sites. Unlike recent research under this topic, the paper assimilates some components of service quality dimensions and consumer behavior theories. The paper employs factor analysis and structural equation modelling analysis with latent variables to identify critical factors from the survey data collected from Korean consumers. The results of the study identifies three major constructs: consumer needs for health information, the perceived value of tangible attributes of health information providers, and the perceived value of intangible attributes of health information providers. The results show that consumer needs for health information and the tangible and intangible attributes of health information providers should be considered as important antecedents of accepting online health communication through social networking sites. The findings suggest that the success of online health communication via social networking sites largely depends on the tangible and intangible attributes of health information providers.
Keywords: Structural Equation Model, Factor Analysis, Health Information, Health Communication, Health Information Providers, Service Quality, Tangible and Intangible Attributes, Korea
JEL Classification: L86, M15, M31, M37
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