Empowering maternal health through digital platforms in China: Pregnant women’s online reproductive health product consumption

This study examines the digital consumption of reproductive health products by women, linking it to sustainable development goals. The main objective was to develop and test an online purchase decision-making model for pregnant Chinese women on social media platforms. Data were collected through an online survey of 728 pregnant women with online shopping experience and was analysed using structural equation modelling. The findings revealed that factors such as perceived usefulness, perceived ease of use, and influencer attractiveness directly enhance online purchase intention. Furthermore, influencer attractiveness serves as an affective mechanism mediating the relationship between technological perceptions and purchase intention. Another key finding indicated that para-social relationships positively strengthen the link between attractiveness and purchase intention. We conclude that by extending the Technology Acceptance Model through integrating affective and relational components, this study provides practical insights for stakeholders to collaborate effectively with influencers and support pregnant women in making informed and responsible choices in reproductive health.