Marketing Strategies and Digital Mental Healthcare Consumption in Guangxi, China: The Mediating Role of Customer Perception and Digital Technology
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Abstract
Background and Aim: The increasing adoption of digital technologies in mental healthcare has transformed the delivery and accessibility of psychological support services in China. Young adults, particularly those aged 18–25, have become major users of digital mental healthcare platforms, including mobile applications and web-based counseling services. This study examines how marketing strategies influence digital mental healthcare consumption among young adults in Guangxi, China, with particular emphasis on the mediating roles of customer perception and digital technology.
Materials and Methods: This study employed a quantitative research design using survey data collected from 735 young adults aged 18–25 who had experience using digital mental healthcare services. Participants were recruited through psychological counseling centers at universities in Guangxi Province. Structural Equation Modeling (SEM) and Bootstrap testing were applied to examine the direct and indirect relationships among marketing strategies, customer perception, digital technology, and digital mental healthcare consumption behavior. Comparative analyses between urban- and rural-dominated population models were also conducted.
Results: The findings indicate that more than 30% of respondents accessed digital mental healthcare services through mobile applications and web-based platforms. Female participants represented the majority of users, accounting for approximately 72.9%–86.6% of service utilization. Marketing strategy demonstrated a significant indirect effect on consumption behavior through digital technology and customer perception. In the urban population-dominated model, digital technology showed a strong mediating effect (β = 0.553, 95% CI [0.435, 0.655]), substantially greater than customer perception (β = 0.084, 95% CI [0.016, 0.152]). In the rural population-dominated model, both digital technology (β = 0.110, 95% CI [0.035, 0.174]) and customer perception (β = 0.090, 95% CI [0.042, 0.148]) significantly mediated consumption behavior, although the difference in effect size was not statistically substantial.
Conclusion: This study provides empirical evidence regarding out-of-pocket consumption patterns in digital mental healthcare among young adults in China. The findings highlight the critical mediating roles of digital technology and customer perception in shaping consumer behavior, influencing willingness to pay, perceived accessibility, trust, and service effectiveness. The study contributes valuable insights for healthcare providers, policymakers, and digital marketers seeking to improve the adoption and sustainability of digital mental healthcare services.
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