Exploring the Drivers of Patient Value Co-creation Behavior in Online Healthcare: A Mediated Model in the Lens of the Theory of Planned Behavior

This study examines the factors influencing value co-creation behavior among patients utilizing online health services, grounded in the Theory of Planned Behavior (TPB). A structured questionnaire was distributed to 304 patients who had experienced online healthcare services and regularly used social media. Data analysis was conducted using Partial Least Squares Structural Equation Modeling (PLS-SEM). The findings show that all hypothesized relationships were statistically significant, with Attitude, Subjective Norms, and Perceived Behavioral Control collectively explaining 78.3% of the variance in Value Co-creation Behavior. This confirms the robustness of the extended TPB model in explaining how patients…