Consumer ethnocentrism and political identity in value formation within public health communication for healthcare products: evidence from China.

ABSTRACT:

Background

Healthcare products are typical credence goods, for which it is difficult to completely verify quality and safety even after use. Therefore, consumers' judgments depend greatly on trust and information credibility rather than cost. This study presents a trust-based model integrating the Technology Acceptance Model and the Value-based Adoption Model to explain the effects of message cues and sociocultural factors on consumers' value formation and purchase intention within the institutional and social context shaped by China's digital transformation, population aging, and the Healthy China 2030 policy framework.

Methods

An online survey was conducted on 875 Chinese consumers through the Wenjuanxing platform. The research model was verified using structural equation

SUBMITTER: Zhang D 

PROVIDER: S-EPMC12847334 | biostudies-literature | 2025

REPOSITORIES: biostudies-literature