The Impact Mechanism of Health-Oriented Marketing on Residents’ Health Management Behaviors
DOI:
https://doi.org/10.54097/fthp3763Keywords:
Health-oriented marketing, Residents’ health management behaviors, Perceived value, Health awareness, S-O-R modelAbstract
This study examines how health-oriented marketing affects residents’ health management behaviors and through what psychological mechanisms this effect occurs. Drawing on the Stimulus–Organism–Response (S-O-R) model, the Theory of Planned Behavior, and value-based marketing theory, the study conceptualizes health-oriented marketing as an external stimulus composed of health information quality, health value orientation, and ethical and responsible orientation. Perceived value and health awareness are proposed as the key organism variables, while residents’ health management behaviors constitute the behavioral response. This study employs a quantitative cross-sectional questionnaire design targeting residents in the Bangkok Metropolitan Region who have been exposed to health-oriented marketing messages. The empirical results, based on structural equation modeling (SEM) of 386 valid responses, suggest that health-oriented marketing positively influences health management behaviors both directly and indirectly through perceived value and health awareness, with health awareness demonstrating a slightly stronger indirect effect. The study extends health-oriented marketing research into the public health management domain and offers practical implications for health enterprises, digital health platforms, and public institutions to foster long-term preventive health behaviors.
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