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Article
Publication date: 10 October 2022

Mallika Srivastava and Madhur Raina

The overall purpose of this empirically validated research paper is to determine factors that impact the success of using social media channels by consumers for salvaging…

Abstract

Purpose

The overall purpose of this empirically validated research paper is to determine factors that impact the success of using social media channels by consumers for salvaging health-care information by integrating constructs of the information system (IS) success model, e-health service quality and perceived usefulness during pre- and post-COVID settings.

Design/methodology/approach

Online survey responses of 243 consumers for study 1 and 184 consumers for study 2 were validated using factor analysis to understand consumers’ attitudes toward social media use. Constructs from existing literature and theories have been extracted to develop the proposed model, which has been empirically validated through statistical tests. A paired-samples t-test was also conducted to compare the customer satisfaction mean of pre- and post-COVID conditions; and word of mouth (WOM) for pre- and post-COVID conditions.

Findings

The outcome of this study supports that service quality and information quality conclusively influence customer satisfaction of consumers for health-care information among respondents pre COVID, and service quality, perceived usefulness and information quality conclusively affect customer satisfaction of consumers for health-care information among respondents post COVID. Furthermore, the e-health service quality contributes noteworthy in shaping the consumers’ satisfaction with social media usage for study 2 and information quality for study 1. A paired-samples t-test revealed that the two groups behaved significantly differently for customer satisfaction and WOM in the two groups.

Research limitations/implications

At prima facie, this study has a geographical limitation for the sample size. The respondents for the online research were from the urban suburb of Bengaluru, India. The data collection has not focused on any precise social media channel.

Practical implications

Identification and comprehension of constructs that influence consumer satisfaction related to social media usage for health-care information can assist health-care managers in developing appropriate strategies for consumers to maximize social media usage. Moreover, this study provides an insight into the consumer’s perception of using social media channels for seeking health-care information.

Originality/value

This study recommends an empirically validated model for the success of social media in a consumer setting for the health-care scenario. This research is a unique attempt that inspects social media satisfaction by adapting constructs from existing theories of the IS success model, e-health service quality and perceived usefulness.

Article
Publication date: 23 October 2020

Mallika Srivastava and Madhur Raina

This paper aims to identify and empirically validate the various factors for adoption, usage and intention to recommend e-pharmacy for purchasing medications by consumers.

Abstract

Purpose

This paper aims to identify and empirically validate the various factors for adoption, usage and intention to recommend e-pharmacy for purchasing medications by consumers.

Design/methodology/approach

Based on constructs from well-established theoretical models, the technology acceptance model, extended unified theory of acceptance and use of technology and self-determination theory, a model was proposed for the study. The model was validated with a sample size of 184 respondents using partial least squares method and factor analysis to establish and validate relationships among the various identified constructs.

Findings

The results show that performance expectancy, effort expectancy, social influence and hedonic motivation have a positive co-relation with adoption of e-pharmacy and the intention to recommend. The results depict that gender and educational background have no correlation toward adoption and intention to recommend e-pharmacies for purchasing medicines in India.

Research limitations/implications

This research comes along with a geographic limitation of the sample size. The research was conducted in an urban suburb city of Bengaluru, India.

Practical implications

At an academic level, this research will provide interesting insights for exploring adoption and usage intention of consumers toward e-pharmacy. At a managerial level, this empirically supported study will provide insights into the relationship among the various constructs and the consumers’ motivation toward adoption and usage intention of e-pharmacy.

Originality/value

This research is the first of its form which uses constructs from the technology acceptance model, extended unified theory of acceptance and use of technology and self-determination theory in the online healthcare space to understand consumer usage behavior.

Details

International Journal of Pharmaceutical and Healthcare Marketing, vol. 15 no. 2
Type: Research Article
ISSN: 1750-6123

Keywords

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