Publication Type

PhD Dissertation

Version

publishedVersion

Publication Date

4-2026

Abstract

This article takes public health literacy as its point of departure, constructs a theoretical model of “Health Literacy–Health Information Acquisition–Market Acceptance”, and introduces rehabilitation experience and service accessibility as moderating variables, in order to systematically examine the formation pathways and underlying mechanisms of market acceptance in the sports rehabilitation service sector.

This study adopts a combination of questionnaire survey and empirical analysis, collecting data from public samples across multiple regions and conducting statistical tests. The findings indicate that, Firstly, public health literacy has a statistically significant positive influence on the market acceptance of sports rehabilitation services. As the level of health literacy rises, individuals' recognition of and willingness to use these services become stronger. Secondly, the acquisition of health information serves as a partial mediator between health literacy and market acceptance. Specifically, health literacy enhances individuals’ capacity to obtain, comprehend, and utilise health information, thereby strengthening their understanding of the value and professionalism of sports rehabilitation services and, in turn, increasing market acceptance. Third, rehabilitation experience and service accessibility exert significant moderating effects on the aforementioned pathways. For individuals with more frequent prior use of rehabilitation services or more favourable experiences, and for those who perceive higher levels of service accessibility, the positive impact of health literacy on health information acquisition and market acceptance is more pronounced, indicating that the accumulation of experience strengthens the transformational effect of health literacy.

Theoretically, this research broadens the scope of health literacy studies. It transcends the conventional domains of chronic disease management and medical settings to the emerging health service industry, thereby enriching the integrated study of health information behaviour and service adoption theory. Practically, the findings provide policy and managerial implications for enhancing the market acceptance of sports rehabilitation services. On the one hand, it is necessary to improve public health literacy through systematic health education and science popularisation initiatives. On the other hand, optimising channels for health information dissemination and improving Service Accessibility, while strengthening professional transparency and information credibility, will facilitate the social diffusion of sports rehabilitation concepts and promote the high-quality development of the industry.

Keywords

Health Literacy, Health Information Acquisition, Sports Rehabilitation Services, Market Acceptance, Service Accessibility

Degree Awarded

Doctor of Bus Admin (CKGSB)

Discipline

Marketing | Strategic Management Policy

Supervisor(s)

ZHANG, Man

First Page

1

Last Page

195

Publisher

Singapore Management University

City or Country

Singapore

Copyright Owner and License

Author

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