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User Engagement and User Loyalty Under Different Online Healthcare Community Incentives: An Experimental Study

The online healthcare community (OHC) has attained rapid development in recent years in which users are facilitated to exchange disease information and seek medical treatment. However, users’ motivation of participation in OHCs is still under investigation. Taking the perspective of user perceived v...

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Autores principales: Shao, Mingxing, Zhao, Xinjie, Li, Yafang
Formato: Online Artículo Texto
Lenguaje:English
Publicado: Frontiers Media S.A. 2022
Materias:
Acceso en línea:https://www.ncbi.nlm.nih.gov/pmc/articles/PMC9100646/
https://www.ncbi.nlm.nih.gov/pubmed/35572265
http://dx.doi.org/10.3389/fpsyg.2022.903186
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author Shao, Mingxing
Zhao, Xinjie
Li, Yafang
author_facet Shao, Mingxing
Zhao, Xinjie
Li, Yafang
author_sort Shao, Mingxing
collection PubMed
description The online healthcare community (OHC) has attained rapid development in recent years in which users are facilitated to exchange disease information and seek medical treatment. However, users’ motivation of participation in OHCs is still under investigation. Taking the perspective of user perceived value, this paper examined the impacts of different incentive levels including identity incentive, privilege incentive, and material incentive on user perceived value, user engagement, and user loyalty. To test the proposed hypotheses, the study adopted the methods of the between-subjects experiment and questionnaire. Based on the data analysis by ANOVA and structural equation model, the results show there are significant differences in the impacts of different incentive levels on users’ perceived value. Most of the incentive measures exert significant effects on simple user hedonic value and community identity value. Accordingly, the research findings suggest that affective support value and self-health management value demonstrate more importance for user engagement and user loyalty. Therefore, OHCs should try to improve users’ affective support value and self-health management value which are the ultimate aims of the OHCs. Our study sheds some light on profoundly understanding the design of incentive mechanism of OHC and contributes to the research of OHC services.
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spelling pubmed-91006462022-05-14 User Engagement and User Loyalty Under Different Online Healthcare Community Incentives: An Experimental Study Shao, Mingxing Zhao, Xinjie Li, Yafang Front Psychol Psychology The online healthcare community (OHC) has attained rapid development in recent years in which users are facilitated to exchange disease information and seek medical treatment. However, users’ motivation of participation in OHCs is still under investigation. Taking the perspective of user perceived value, this paper examined the impacts of different incentive levels including identity incentive, privilege incentive, and material incentive on user perceived value, user engagement, and user loyalty. To test the proposed hypotheses, the study adopted the methods of the between-subjects experiment and questionnaire. Based on the data analysis by ANOVA and structural equation model, the results show there are significant differences in the impacts of different incentive levels on users’ perceived value. Most of the incentive measures exert significant effects on simple user hedonic value and community identity value. Accordingly, the research findings suggest that affective support value and self-health management value demonstrate more importance for user engagement and user loyalty. Therefore, OHCs should try to improve users’ affective support value and self-health management value which are the ultimate aims of the OHCs. Our study sheds some light on profoundly understanding the design of incentive mechanism of OHC and contributes to the research of OHC services. Frontiers Media S.A. 2022-04-29 /pmc/articles/PMC9100646/ /pubmed/35572265 http://dx.doi.org/10.3389/fpsyg.2022.903186 Text en Copyright © 2022 Shao, Zhao and Li. https://creativecommons.org/licenses/by/4.0/This is an open-access article distributed under the terms of the Creative Commons Attribution License (CC BY). The use, distribution or reproduction in other forums is permitted, provided the original author(s) and the copyright owner(s) are credited and that the original publication in this journal is cited, in accordance with accepted academic practice. No use, distribution or reproduction is permitted which does not comply with these terms.
spellingShingle Psychology
Shao, Mingxing
Zhao, Xinjie
Li, Yafang
User Engagement and User Loyalty Under Different Online Healthcare Community Incentives: An Experimental Study
title User Engagement and User Loyalty Under Different Online Healthcare Community Incentives: An Experimental Study
title_full User Engagement and User Loyalty Under Different Online Healthcare Community Incentives: An Experimental Study
title_fullStr User Engagement and User Loyalty Under Different Online Healthcare Community Incentives: An Experimental Study
title_full_unstemmed User Engagement and User Loyalty Under Different Online Healthcare Community Incentives: An Experimental Study
title_short User Engagement and User Loyalty Under Different Online Healthcare Community Incentives: An Experimental Study
title_sort user engagement and user loyalty under different online healthcare community incentives: an experimental study
topic Psychology
url https://www.ncbi.nlm.nih.gov/pmc/articles/PMC9100646/
https://www.ncbi.nlm.nih.gov/pubmed/35572265
http://dx.doi.org/10.3389/fpsyg.2022.903186
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