medicine 2.0_harvard medical school_raphaelle laubie_09152012
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Expectancy-Value Model of patients‘ virtual communities
The determinants of desires for online collective action
Medicine 2.0
Raphaëlle LAUBIE @raphaellelaubie | Christophe ELIE-DIT-COSAQUE
Ph.D., DBA Candidate | Ph.D. in Management and I.S.
Dauphine University, Paris, France
Conceptual framework combines the MGB and the EVT:- virtual communities IT values (expectancy)- cost.
-> which appear particularly insightful in the assessment of patients’ online collective action on virtual communities. (4)
Drawing on Bandura’s personal efficacy expectations theorizing, Eccles and her peer researchers identified four components related to these beliefs: - social value, - hedonic value, - utilitarian value - cost.
Conceptual Framework
Research model
Medicine 2.0 Expectancy-Value Model of patients‘ virtual communities
The determinants of desires for online collective action
Raphaëlle LAUBIE @raphaellelaubie | Christophe ELIE-DIT-COSAQUE | Dauphine University, Paris, France
Perugini, M., et Bagozzi, R. P. (2001). The role of desires and anticipated emotions in goal-directed behaviours: broadening and
deepening the theory of planned behaviour.
Dholakia, U. M., Bagozzi, R. P., et Pearo, L. K. (2004). A social influence model of consumer participation in network- and
small-group-based virtual communities.
Eccles, J. S., Adler, T.F., Futterman, R., Goff, S.B. et Kaczala, C.M. (1983). Expectancies values and academic behaviors.
Mixed-method design:- a preliminary exploratory qualitative approach,- a quantitative approach in order to test the research model. In the qualitative phase: 54 semi-structured interviews in France until semantic saturation with Doctors and caregivers, health 2.0 and web 2.0 experts, patients and patients’ relatives. Recorded, retranscribed, coded (NVivo9 software) anonymity guaranteed.
Motivations:1- adaptation to the selected field of inquiry.,2 – emergence of certain constructs ( i) the content validity for the constructs in the subsequent quantitative phase and to ii) the enrichment of the conceptual framework)CommunitiesFrench, Breast cancer community (> 10,000) and parents of autistic children Facebook group (97)
Materials and Methods
Medicine 2.0 Expectancy-Value Model of patients‘ virtual communities
The determinants of desires for online collective action
Raphaëlle LAUBIE @raphaellelaubie | Christophe ELIE-DIT-COSAQUE | Dauphine University, Paris, France
Results: Social Value Utilitarian Value Hedonic Value Cost
Medicine 2.0 Expectancy-Value Model of patients‘ virtual communities
The determinants of desires for online collective action
Raphaëlle LAUBIE @raphaellelaubie | Christophe ELIE-DIT-COSAQUE | Dauphine University, Paris, France
Expectancy-Value Model of patients‘ virtual communities
The determinants of desires for online collective action
Raphaëlle LAUBIE @raphaellelaubie | Christophe ELIE-DIT-COSAQUE | Dauphine University, Paris, France
Expected Contributions1 - help to create richer social media adoption models for health purpose2 - help Health 2.0 stakeholders to better acknowledge issues such as that of the kind of social community platforms that ought to be designed, the social media policy that may or should be applied, the messages that they may diffuse or the factors they should influence in order to deliver a better user experience on patients on virtual communities.
Expected Limitations1 - France, we will not be able to generalize the findings to people from other countries2 - Breast cancer community, and a community of parents of autistic children. The research results may not apply to all other patients’ online communities3 - A large majority of women. It might not be possible to extrapolate the results to both genders.
Medicine 2.0
(1) Perugini, M., et Bagozzi, R. P. (2001). The role of desires and
anticipated emotions in goal-directed behaviours: broadening and
deepening the theory of planned behaviour. British Journal of
Social Psychology 40, 79-98.
(2) Bagozzi, R. P., et Dholakia, U. M. (2002). Intentional social
action in virtual communities. Journal of Interactive Marketing 16,
2-21.
(3) Dholakia, U. M., Bagozzi, R. P., et Pearo, L. K. (2004). A social
influence model of consumer participation in network- and small-
group-based virtual communities. International Journal of
Research in Marketing 21, 241-263.
(4) Eccles, J. S., Adler,TF, Futterman,R, Goff,SB, and Kaczala,CM.
1983. “Expectancies values and academic
behaviors,”.
REFERENCES