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Open AccessArticle

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

1
Department of Information Management, Management School, Shanghai University of Engineering Science, Shanghai 201620, China
2
Department of Management Information System, AnTai College of Economics & Management, Shanghai Jiao Tong University, Shanghai 200030, China
*
Author to whom correspondence should be addressed.
Int. J. Environ. Res. Public Health 2019, 16(20), 3861; https://doi.org/10.3390/ijerph16203861
Received: 4 August 2019 / Revised: 19 September 2019 / Accepted: 20 September 2019 / Published: 12 October 2019
(This article belongs to the Special Issue Exploring the Role of Social Media in Health Promotion)
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. View Full-Text
Keywords: healthy consumption; purchase intention; trust; emotional support; expectation confirmation; privacy concern healthy consumption; purchase intention; trust; emotional support; expectation confirmation; privacy concern
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MDPI and ACS Style

Wang, M.-Y.; Zhang, P.-Z.; Zhou, C.-Y.; Lai, N.-Y. Effect of Emotion, Expectation, and Privacy on Purchase Intention in WeChat Health Product Consumption: The Mediating Role of Trust. Int. J. Environ. Res. Public Health 2019, 16, 3861.

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