1.6. The Behavioral Outcome of Message Involvement
Message involvement has been proven to be a critical antecedent of behavioral intention and actual behaviors in the health context [
Combining the above hypotheses, we postulate that message involvement mediates the relationship between the recommendation intention and the three-way interaction among threat, efficacy, and virality. Therefore, the last hypothesis is formulated.
Taken together, the proposed conceptual model is shown in 