IUJ Repository (International Univ. of Japan)
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Patients' experience sharing in online social media communities: A base-of-the-pyramid perspective
Get PDFPurpose: This study focuses on access to healthcare for a highly impoverished population and aims to provide an understanding of how online healthcare communities (OHCs), as transformative service mediators, can be the platforms for patient with chronic and non-chronic health conditions, to share experience in the base-of-the-pyramid (BOP) context.
Design/methodology/approach: A large-scale survey among 658 respondents was conducted in a very low-income country. SEM was used to test the hypotheses.
Findings: A model of patients' experience sharing (PES), motivations, and consequences in healthcare services are introduced and tested. The result supports the PES model for patients with chronic health conditions, showing that utilitarian, hedonic and social value dimensions directly influence PES and indirectly influence their continuance intention with online healthcare communities and patient efforts. However, a mediating effect of PES was found only between the value dimensions and patients’ efforts. A negative moderation effect of medical mistrust was found in the relationship between utilitarian value and PES for both chronic and nonchronic patient groups.
Originality: This study is a pioneering attempt to develop and test the PES model in the BOP market.departmental bulletin pape