Title: 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

Authors: Anisha Biswas; Saileswar Ghosh; Indrajit Ghosal

Addresses: Department of Management, Brainware University, Kolkata, India ' Department of Management, Brainware University, Kolkata, India ' Department of Management, Brainware University, Kolkata, India

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.

Keywords: perceived relative advantage; PRA; brand image; social influence; eHealth literacy; EHL; intention to visit; ITV; private hospital.

DOI: 10.1504/IJMP.2026.153541

International Journal of Management Practice, 2026 Vol.19 No.3, pp.213 - 232

Received: 28 Jun 2025
Accepted: 08 Sep 2025
Published online: 13 May 2026 *

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