The mediating role of product judgment and country of origin effect on health literacy and behavioral intention: A study on COVID-19 vaccines perception of Turkish consumers

Figures & data

Figure 1. Research model.

Table 1. Demographic information.

Variables	Groups	N	%
Gender	Female	244	62,1
	Male	149	37,9
Civil Status	Married	119	30,3
	Single	274	69,7
Age	20 and below	55	14,0
	21-30	231	58,8
	31-40	88	22,4
	41-50	16	4,1
	51 and above	3	0,8
Education Status	Primary-Middle School	16	4,1
	High School	84	25,4
	Associate Degree	115	29,3
	Bachelor’s Degree	119	30,3
	Master	47	12,0
	PhD	12	3,1
Income Status	1000TL and below	139	35,4
	1001TL-3000TL	58	14,8
	3001TL-5000TL	76	19,3
	5001TL-7000TL	65	16,5
	7001tl and above	55	14,0
Profession Group	Public Sector Employee	98	24,9
	Private Sector Employee	81	20,6
	Industrialist and Businessman	8	2,0
	Tradesman and Craftsman	7	1,8
	Employee	14	3,6
	Student	159	40,5
	Others	26	6,6
Total		393	100

Table 2. Other information about participants.

Variables	Groups	N	%
Have you been infected with Covid-19 before?	Yes	117	29,8
	No	276	70,2
How many doses of Covid-19 vaccine have you had?	1 Doses	63	16,0
	2 Doses	242	61,6
	3 Doses	68	17,3
	4 Doses	20	5,1
What type of Covid-19 vaccine have you had?	BioNTech	328	83,5
	Sinovac	65	16,5
Total		393	100

Table 3. Values of variables.

Variables	Mean	S.S.	HL	PJ	CO	RI	BM
HL	3,6124	,81686	1
PJ	3,7272	,89835	.504**	1
CO	3,4538	,77567	.275**	.139**	1
RI	3,4179	,88934	-.259**	-.508*	-.082	1
BM	1,9771	,80086	.431*	.818*	.201**	-.417*	1

*p<.05; **p<.01; ***p<.001.

Table 4. Reliability and validity analysis.

Scale Dimensions	Scale Items	Skewness	Kurtosis	Factor Weights	Cα	CR	AVE
Health Literacy	HL1	-0,821	-0,130	.733	.848	.848	.580
	HL2	-0,532	-0,574	.742
	HL3	-0,937	0,231	.757
	HL4	-1,150	1,084	.696
	HL5	-0,838	-0,023	.643
	HL6	-0,960	0,599	.588
Country of Origin	CO1	-0,943	0,285	.587	.881	.883	.608
	CO2	-0,781	-0,091	.672
	CO3	-0,777	-0,130	.854
	CO4	-0,890	0,128	.891
	CO5	-0,975	0,467	.850
Product Judgment	PJ1	-0,554	0,957	.711	.854	.857	.669
	PJ2	-0,368	0,135	.836
	PJ3	-0,375	0,376	.897
Recommend Intention	RI1	-0,542	-0,005	.802	.886	.888	.667
	RI2	-0,703	0,200	.871
	RI3	-0,434	-0,258	.888
	RI4	-0,017	-0,589	.692
Boycott Motivation	BM1	0,859	0,714	.594	.880	.886	.665
	BM2	1,197	1,437	.824
	BM3	1,056	1,340	.889
	BM4	1,007	1,218	.917

Overall Scale Cα: .820.

Table 5. Hypothesis analysis results.

Hypothesis		Regression	β	p	Results
H1	Health Literacy affects Country of Origin.	CO ← HL	,249	,000	Accepted
H2	Health Literacy affects Product Judgment.	PJ ← HL	,475	,000	Accepted
H3	Health Literacy affects Recommend Intention.	RI ← HL	,450	,000	Accepted
H4	Health Literacy affects Boycott Motivation.	BM ← HL	-,396	,000	Accepted
H5	Country of Origin affects Recommend Intention.	RI ← CO	,288	,000	Accepted
H6	Country of Origin affects Boycott Motivation.	BM ← CO	-,113	,037	Accepted
H7	Product Judgment affects Recommend Intention.	RI ← PJ	,797	,000	Accepted
H8	Product Judgment affects Boycott Motivation.	BM ← PJ	-,422	,000	Accepted
H9	Health Literacy affects Recommend Intention through Country of Origin.	RI ← CO ← HL	,072	,002	Accepted
H10	Health Literacy affects Boycott Motivation through Country of Origin.	BM ← CO ← HL	-,028	,041	Rejected
H11	Health Literacy affects Boycott Motivation through Product Judgment.	BM ← PJ ← HL	-,200	,005	Rejected
H12	Health Literacy affects Recommend Intention through Product Judgment.	RI ← PJ ← HL	,379	,010	Accepted

Figure 2. PATH analysis.