Ng Kok Wah*, Mimi Fitriana, Thilageswary A
High expectations and health beliefs from customers have impacted a rapid adoption of technology and digital innovations in virtual health and wellness. Henceforth, it is a challenge for private healthcare to consistently increasing social media engagement and health behaviours through social media successfully. The research objective in this study shows the researcher’s intentions of conducting a research of Consumer Innovativeness to the impact of social media engagement on Behavioural Beliefs (BB) in private healthcare. A conceptual framework had been developed based on Health Protective Behaviours (HPB). The researcher looks into the significance of Behavioural Beliefs (BB) mediated by Consumer Innovativeness in understanding social media engagement in private healthcare through social media. A quantitative research was conducted on 400 respondents, both local and foreign respondents from private healthcare, which residing in Klang Valley. Due to the impact of COVID-19 pandemic issues, a non-probability sampling had been adopted by the researcher. In this research, purposive sampling had been adopted, whereby the researcher used selected and subjective sampling when selecting samples in surveys. The outcome from this research exposed that social media engagement through social media in private healthcare has significant positive relationship in private healthcare on Behavioural Beliefs (BB), Consumer Innovativeness (CI) and Health Protective Behaviour (HPB). In terms of mediating effects, Consumer Innovativeness (CI) has partially mediation on the relationship between Behavioural Beliefs (BB) and Health Protective Behaviours (HPB).
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