IDEAS home Printed from https://ideas.repec.org/a/ids/ijmpra/v19y2026i3p213-232.html

The role of perceived relative advantage and brand image in shaping hospital visit intentions: the mediating effect of social influence and the moderating role of eHealth literacy

Author

Listed:
  • Anisha Biswas
  • Saileswar Ghosh
  • Indrajit Ghosal

Abstract

In regard to digitally evolving health services systems; this research examines the impact of perceived relative advantage (PRA), brand image (BI), social influence (SI), and eHealth literacy (EHL) on patients' intentions to visit private hospitals. Grounded in an integrated behavioural framework, the research utilises a quantitative methodology, specifically Partial Least Squares SEM (PLS-SEM), applied to the data collected from 380 patients in Kolkata, India. The results reveal that PRA and BI significantly impact intention, with SI mediating both relationships. Furthermore, EHL moderates the effect of PRA, highlighting the significance of digital competence in making decisions as a patient. The research helps healthcare marketing and digital service design by offering a comprehensive model that incorporates cognitive, affective, social, and skill-based dimensions. This study offers practical implications for hospital administrators to tailor digital engagement strategies and advances the theoretical understanding of healthcare behaviour in emerging digital ecosystems.

Suggested Citation

  • Anisha Biswas & Saileswar Ghosh & Indrajit Ghosal, 2026. "The role of perceived relative advantage and brand image in shaping hospital visit intentions: the mediating effect of social influence and the moderating role of eHealth literacy," International Journal of Management Practice, Inderscience Enterprises Ltd, vol. 19(3), pages 213-232.
    • Handle: RePEc:ids:ijmpra:v:19:y:2026:i:3:p:213-232
    as

    Download full text from publisher

    File URL: http://www.inderscience.com/link.php?id=153541
    Download Restriction: Access to full text is restricted to subscribers.
    ---><---

    As the access to this document is restricted, you may want to

    for a different version of it.

    More about this item

    Keywords

    ;
    ;
    ;
    ;
    ;
    ;
    ;
    ;
    ;

    Statistics

    Access and download statistics

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:ids:ijmpra:v:19:y:2026:i:3:p:213-232. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    We have no bibliographic references for this item. You can help adding them by using this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: Sarah Parker (email available below). General contact details of provider: http://www.inderscience.com/browse/index.php?journalID=91 .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.