Consumer ethnocentrism and political identity in value formation within public health communication for healthcare products: evidence from China

This study extended TAM-VAM to the context of credence goods, highlighting that consumer decision-making in healthcare markets is driven less by functional utility and more by trust-based value formation mechanisms. It also empirically confirmed that consumer ethnocentrism and political identity are sociocultural moderating factors that strengthen the cognitive and emotional value transfer. From a practical and policy-oriented perspective, the findings suggest that healthcare communication and public health strategies should emphasize credibility-enhancing messages, transparent information disclosure, and culturally resonant personalization to foster preventive health consumption and reinforce public trust.