The impact of word-of-mouth (WOM) on attitudes, behavioural intentions, and actual usage of non-pharmaceutical interventions (NPIs) among early and late adopters
International Journal of Pharmaceutical and Healthcare Marketing
ISSN: 1750-6123
Article publication date: 5 December 2023
Issue publication date: 12 April 2024
Abstract
Purpose
This study aims to examine how the theory of planned behaviour and technology acceptance theory can be used to understand the adoption of non-pharmaceutical interventions (NPIs). The relationships between attitudes, behavioural intentions towards using NPIs, actual use of NPIs and word-of-mouth (WOM) were examined and compared between early and late adopters.
Design/methodology/approach
A survey was conducted to test the hypotheses with partial least squares structural equation modelling (n = 278).
Findings
The results indicate that relationships between attitudes, intentions and behavioural intentions were positive and significant in the whole data set – and that there were differences between the early and late adopters. WOM had no substantial relationship with actual usage and early adopters’ behavioural intentions.
Originality/value
This research gives a better sense of how WOM impacts attitudes, behavioural intentions and actual usage among early and late adopters of NPIs and highlights the effectiveness of WOM, especially among late adopters of NPIs. Furthermore, using the TAM allows us to make specific recommendations regarding encouraging the use of NPIs. A new three-stage communications model is introduced that uses early adopters as influencers to reduce the NPI adoption time by late adopters.
Keywords
Acknowledgements
Since submision of this article, the following author has updated their affiliation: Caitlin McLaughlin is at the Department of Commerce, Mount Allison University, Sackville, Canada.
Citation
Haverila, M., Currie, R., Haverila, K.C., McLaughlin, C. and Twyford, J.C. (2024), "The impact of word-of-mouth (WOM) on attitudes, behavioural intentions, and actual usage of non-pharmaceutical interventions (NPIs) among early and late adopters", International Journal of Pharmaceutical and Healthcare Marketing, Vol. 18 No. 2, pp. 300-324. https://doi.org/10.1108/IJPHM-01-2022-0009
Publisher
:Emerald Publishing Limited
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