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differ significantly by gender, age, or occupation, communication strategies should
prioritize segmentation by education and economic capacity. Campaigns should focus on
improving health literacy and clarifying the role of family doctor services, framing
preventive care as a practical and beneficial health management approach rather than an
illness-driven choice.
7. Limitation
Despite its contributions, this study has several limitations. First, the cross-sectional
design limits causal inference among health beliefs, attitude, and intention. Future
studies using longitudinal or experimental designs are recommended to strengthen causal
interpretation.
Second, the use of convenience sampling may restrict the generalizability of the
findings beyond the study context. Although the sample size was large and diverse, future
research could employ probability sampling or compare different regions to enhance
external validity.
Third, the study relied on self-reported data, which may be subject to common
method bias. Future research could incorporate objective behavioral measures, such as
actual use of family doctor services, to improve measurement robustness.
Finally, this study focused primarily on attitude as the mediating factor, while other
relevant variables such as subjective norms, trust in healthcare providers, or institutional
factors were not examined. Future research may extend the model by including these
variables to provide a more comprehensive explanation of family doctor service
utilization.

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