Exploring the Factors Influencing Consumers to Voluntarily Reward Free Health Service Contributors in Online Health Communities: Empirical Study

A Research Based on Online Medical Platform: The Influence of Strong and Weak Ties Information on Patients’ Consultation Behavior

As an indispensable part of contemporary medical services, Internet-based medical platforms can provide patients with a full range of multi-disciplinary and multi-modal treatment services. Along with the emergence of many healthcare influencers and the increasing connection between online and offline consultations, the operation of individual physicians and their teams on Internet-based medical platforms has started to attract a lot of attention. The purpose of this paper is to, based on an Internet platform, study how the information on physicians’ homepages influences patients’ consultation behavior, so as to provide suggestions for the construction of physicians’ personal websites. We distinguish variables into strong- and weak-ties types, dependent on whether deep social interactions between physicians and patients have happened. If there exist further social interactions, we define the variable as the “strong ties” type, otherwise, “weak ties”. The patients’ consultation behavior will be expressed as the volume of online consultation, i.e., the number of patients. We obtained the strong and weak ties information of each physician based on EWM (entropy weight method), so as to establish a regression model with explained variable, i.e., the number of patients, and three explanatory variables, i.e., the strong and weak ties information, and their interaction term. The estimation results verified our hypotheses and proved to be robust. It showed that both strong and weak ties information can positively influence patients’ consultation behavior, and the influence of weak ties information is greater. Regarding the positive influence of strong and weak ties, we found a trade off effect between them. Based on the results, we finalize with some suggestions on how to improve a physician’s online medical consultation volume.

Older adults in virtual communities: understanding the antecedents of knowledge contribution and knowledge seeking through the lens of socioemotional selectivity and social cognitive theories

Purpose

As older adults are increasingly active in virtual communities (VCs), these platforms for knowledge exchange present opportunities for companies to use elder human capital. The purpose of this study is to understand the antecedent factors that motivate older adults’ knowledge contribution and knowledge seeking (KS) behaviors in VCs.

Design/methodology/approach

Rooted in socio-emotional selectivity and social cognitive theories, this study included five key variables and developed models for older adults’ knowledge contributing (KC)/KS behaviors. This paper tested the hypotheses using data from a sample of 204 older adults in 3 VCs in China.

Findings

The results provide support for most of the hypotheses and show that while other members’ participation (MP) acts as a substitute for meaning in life and attitude toward aging, it acts as a complement for outcome expectations (OE) focused on others and OE focused on oneself in their impacts on KC/KS activities.

Practical implications

The study provides practical insights for developing elder human resources via VCs to avoid knowledge loss.

Originality/value

This study described older adults’ unique characteristics when modeling their information and communication technologies-related behaviors and built two models to explain their KC/KS behaviors. It confirmed that the same factor has different levels of impact on older adults’ KC/KS behaviors in VCs. In addition, it confirmed and reinforced the complementary and substitutive effects of other MP as an environmental factor on these behaviors.

Seeking or contributing? Evidence of knowledge sharing behaviours in promoting patients' perceived value of online health communities

BACKGROUND

Health knowledge, as an important resource of online health communities (OHCs), attracts users to engage in OHCs and improve the traffics within OHCs, thereby promoting the development of OHCs. Seeking and contributing health knowledge are basic activities in OHCs and are helpful for users to solve their health-related problems, improve their health conditions and thus influence their evaluation of OHCs (ie perceived value of OHCs). However, how do patients' health knowledge seeking and health knowledge contributing behaviours together with other factors influence their perceived value of OHCs? We still have little knowledge.

OBJECTIVE

In order to address the above gap, we root the current study in social cognitive theory and prior related literature on health knowledge sharing in OHCs and patients' perceived value. We treat health knowledge seeking and health knowledge contributing behaviours as behavioural factors and structural social capital as an environmental factor and explore their impacts on patients' perceived value of OHCs.

DESIGN

We have built a theoretical model composed of five hypotheses. We have designed a questionnaire composed of four key constructs and then collected data via an online survey.

SETTING AND PARTICIPANTS

We have distributed the questionnaire in two Chinese OHCs. We obtained a sample of 352 valid responses that were completed by patients having a variety of conditions.

RESULTS

The empirical results indicate that health knowledge seeking and health knowledge contributing have positive impacts on patients' perceived value of OHCs. The impact of health knowledge seeking on patients' perceived value of OHCs is greater than the impact of health knowledge contributing. In addition, structural social capital moderates the effects of health knowledge seeking and health knowledge contributing on patients' perceived value of OHCs. It weakens the effect of health knowledge seeking but enhances the effect of health knowledge contributing on patients' perceived value of OHCs.

CONCLUSIONS

These findings contribute to the literature on patients' perceived value of OHCs and on the role of structural social capital in OHCs. For OHC managers, they should provide their users more opportunities to seek or contribute health knowledge in their communities.