Factors contributing to consumers’ intention to share health information content on social media

Azizul, Anis Dayani (2023) Factors contributing to consumers’ intention to share health information content on social media. Project Report. Universiti Teknikal Malaysia Melaka, Melaka, Malaysia. (Submitted)

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Abstract

Main objective of this research is to investigate factors consumers share health information online and to identify and examine factors contributing to consumer’s intention to share health information content on social media. A global catastrophe that has affected millions of people. The advent of the COVID-19 pandemic, as well as the subsequent Movement Control Order (MCO), is forcing the society to accept a new norm and quickly adjust to new lifestyles. As a result, consumers start to take their health condition seriously. By sharing their health information content online, consumers can be updated about their health condition. This research mainly highlights on the factors that contribute to consumers’ intention to share health information content on Facebook and WhatsApp based on Protection Motivation Theory. This study applied quantitative research and data was collected using a questionnaire that has been distributed directly to male and female from the university level at the University of Technical Malaysia Malacca, randomly selected by 416 respondents. This research also uses Partial Least Squares (PLS) which is a component-based SEM approach, to examine the relationships between dependent and independent variables using Smart PLS 4 software. The result show that four hypotheses (Response Effectiveness, Content Usefulness, Content Source Credibility and Intention to Share Health Information Content) are accepted, and two hypotheses (Perceived Severity and Self-Efficacy) are rejected.

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