The role of user centric measures in the use of non-pharmaceutical interventions (NPIs)

Abstract

Purpose

Health authorities have introduced non-pharmaceutical interventions (NPIs) with the aim of reducing the spread of viruses. Against the backdrop of social marketing, normative and utility theories, the purpose of the paper is to examine the relationships between user centric measures such as perceived effectiveness, user satisfaction, and value for effort on intentions to continue to use NPIs. Furthermore, the moderating role of value for effort on user satisfaction and, subsequently, intentions to continue to use NPIs was also considered.

Design/methodology/approach

A cross-sectional online survey was completed in British Columbia, Canada (N = 287). Analysis was done with partial least squares structural equation modeling.

Findings

The results show that the relationships between user centric measures are positive and significant on intentions to continue to use NPIs. Furthermore, value for effort moderated the relationship between user satisfaction and intentions to continue to use NPIs – but the relationship was negative. Thus, the higher values of the value for effort construct cause the relationship between user satisfaction and reuse intention to somewhat diminish.

Originality/value

The results confirm the positive and significant relationships between user centric measures in the context of the use of NPIs and introduce a new understanding of the effect of value for effort on the relationship between user satisfaction and intentions to use NPIs. This enables health officials to better understand how to encourage the use of NPIs.

Citation

Haverila, M., Haverila, K.C. and McLaughlin, C. (2022), "The role of user centric measures in the use of non-pharmaceutical interventions (NPIs)", Journal of Social Marketing, Vol. 12 No. 4, pp. 653-674. https://doi.org/10.1108/JSOCM-04-2022-0071