The mediating effects of satisfaction and attitude on consumers� intent toward adoption of social media healthcare information

Abstract

Introduction: Social media�s (SM) popularity among consumers has grown over the years. Yet, consumers� perceptions and actions toward accepting health information from social media platforms are not clear. Consumers� acceptance of social media healthcare information in Ghana was investigated using the Unified Theory of Acceptance and Use of Technology (UTAUT) model. This study integrated the UTAUT model with satisfaction and attitude. Method: An online survey was conducted by employing a convenience sampling method. An online link containing the questionnaire was sent to participants through social media platforms, and out of the data received, 200 responses were used for this study. The data obtained was analyzed using SmartPLS Structural Equation Modeling (SEM) version 3.0. Results: Behavior intention (BI) to use social media for healthcare information was significantly predicted by performance expectancy (PE), social influence (SI), and attitude (ATT) with (P < 0.005). ATT media-ted the relationship between PE and BI as well as PE and SAT, which explains 83.6% of the variance in consumers� intention to accept social media healthcare information. ATT had a significant influence on consumers� use behavior (UB) with satisfaction as the mediator, which explains 68.8% variance in the use behavior of consumers. Likewise, the explaining power of ATT and SAT were 40.1% and 66.6%, respecti-vely. Consumers� intention to utilize social media for healthcare purposes was influenced by PE, SI, and ATT, while SAT, and ATT had a significant impact on UB among Ghanaian consumers. Conclusion: Therefore, the outcome offers health providers and professionals in developing countries the avenue to learn about consumers� perceptions and reactions before introducing social media healthcare broadcasts. � 2021 Philomina P. Ofori et al. Edizioni FS Publishers.