Information Usefulness as a Predictor of Intention to Adopt Health Information among Young Parents

Abstract

The increasing use of social media as a platform for health communication has created opportunities for public health campaigns to disseminate health information to parents. However, exposure to online health information does not necessarily result in an intention to adopt the information. Perceived usefulness may serve as an important cognitive mechanism that determines whether individuals develop a behavioural intention towards information. This study examined the relationship between Information Usefulness and Intention to Adopt health information among young parents exposed to the #AnakMalaysiaSihat online campaign in Putrajaya, Malaysia. The study was grounded primarily in the Information Adoption Model (IAM), with behavioural intention informed by the Theory of Reasoned Action (TRA) and the Technology Acceptance Model (TAM). A quantitative survey design was employed using a structured self-administered questionnaire. A total of 400 questionnaires were distributed to parents at Klinik Kesihatan Putrajaya, with 270 effective responses retained following data screening. The constructs were measured using a seven-point Likert scale and analysed using Partial Least Squares Structural Equation Modelling (PLS-SEM). The findings demonstrated a strong and statistically significant positive relationship between Information Usefulness and Intention to Adopt (β = 0.704, t = 21.531, p < .001). The finding supports the proposed hypothesis and indicates that parents who perceive online health campaign information as useful are more likely to develop an intention to adopt the information. The study extends the application of information adoption theory from conventional online and eWOM contexts to digital public health communication. The findings suggest that public health campaign developers should prioritise information that is relevant, informative, applicable, and capable of supporting parents' health-related decision-making.