Exploring the Effect of Rational Factors and Trust in Health Behavior Change

Abstract This study examines how rational factors and trust modify health behaviors and various stages of trust mediate the rational factors in behavior changing through four stages of it. By integrating factors of Theory of Planned Behavior (TPB) and various stages of trust, a health behavior change framework was proposed. Quantitative data on TPB, trust and behavior change were collected from Chinese youths through online survey. Structural Equation Model (SEM) was applied to analyze the data from 448 valid questionnaires to verify it. The findings show: Both TPB and trust constructs have significant impacts on modifying health behavior change; Trust mediates the effect of perceived behavioral control on health behavior change, while the stages of site content evaluation and longer‐term engagement of trust act as partial mediators; Relationships existed between TPB factors and trust stages. This study advances the understanding of health behavior change with regards to rational factors and trust stages and provides implications for stakeholders.