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

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          Abstract

          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.

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          The Dimensionality of Consumption Emotion Patterns and Consumer Satisfaction

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                Author and article information

                Journal
                Int J Environ Res Public Health
                Int J Environ Res Public Health
                ijerph
                International Journal of Environmental Research and Public Health
                MDPI
                1661-7827
                1660-4601
                12 October 2019
                October 2019
                : 16
                : 20
                : 3861
                Affiliations
                [1 ]Department of Information Management, Management School, Shanghai University of Engineering Science, Shanghai 201620, China; wmycindy2020@ 123456126.com (M.-Y.W.); 13916826525@ 123456163.com (C.-Y.Z.); 15157107949@ 123456126.com (N.-Y.L.)
                [2 ]Department of Management Information System, AnTai College of Economics & Management, Shanghai Jiao Tong University, Shanghai 200030, China
                Author notes
                [* ]Correspondence: pzzhang@ 123456sjtu.edu.cn
                Author information
                https://orcid.org/0000-0003-1897-4041
                Article
                ijerph-16-03861
                10.3390/ijerph16203861
                6843468
                31614749
                50167e8c-55d0-494b-941a-57093746669d
                © 2019 by the authors.

                Licensee MDPI, Basel, Switzerland. This article is an open access article distributed under the terms and conditions of the Creative Commons Attribution (CC BY) license ( http://creativecommons.org/licenses/by/4.0/).

                History
                : 04 August 2019
                : 20 September 2019
                Categories
                Article

                Public health
                healthy consumption,purchase intention,trust,emotional support,expectation confirmation,privacy concern

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