Factors Influencing Residents' Consumption Behavior of Health Care Products in the Post-Epidemic Era
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Abstract
The global COVID-19 pandemic has significantly impacted consumer behavior, particularly in the consumption of healthcare products. This study analyzes how the pandemic influenced consumer spending and behavior regarding healthcare products in Shandong Province, China. By integrating the Stimulus-Organism-Response (SOR) model with the Technology Acceptance Model (TAM), the study examines the roles of perceived risk, usefulness, ease of use, and advertising in shaping consumer healthcare consumption behavior. The findings reveal that perceived risk and advertising significantly enhance the perceived usefulness and compliance tendency towards healthcare products, while social pressure negatively affects the perceived ease of use but increases risk perception. These insights provide valuable theoretical and practical implications for understanding consumer behavior during public health crises, guiding policymakers and marketers in designing effective health communication strategies.
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