Mobile health community loyalty development process in China: an empirical study from information seeking perspective

Xuejie Yang, Dong-xiao Gu, Honglei Li, Changyong Liang, Hemant K. Jain, Peipei Li
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Abstract

PurposeThis study aims to investigate the process of developing loyalty in the Chinese mobile health community from the information seeking perspective.Design/methodology/approachA covariance-based structural equation model was developed to explore the mobile health community loyalty development process from information seeking perspective and tested with LISREL 9.30 for the 191 mobile health platform user samples.FindingsThe empirical results demonstrate that the information seeking perspective offers an interesting explanation for the mobile health community loyalty development process. All hypotheses in the proposed research model are supported except the relationship between privacy and trust. The two types of mobile health community loyalty—attitudal loyalty and behavioral loyalty are explained with 58 and 37% variance.Originality/valueThis paper has brought out the information seeking perspective in the loyalty formation process in mobile health community and identified several important constructs for this perspective for the loyalty formation process including information quality, communication with doctors and communication with patients.
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中国移动医疗社区忠诚度发展过程:基于信息寻求视角的实证研究
目的本研究旨在从信息寻求的角度探讨中国移动医疗社区的忠诚度发展过程。设计/方法/方法建立基于协方差的结构方程模型,从信息寻求的角度探讨移动健康社区忠诚度的发展过程,并使用lisrel9.30对191个移动健康平台用户样本进行检验。实证结果表明,信息寻求视角为移动医疗社区忠诚发展过程提供了一个有趣的解释。除了隐私与信任之间的关系外,本研究模型中的所有假设都得到了支持。移动医疗社区忠诚的两种类型——态度忠诚和行为忠诚的方差分别为58%和37%。原创性/价值本文提出了移动医疗社区忠诚形成过程中的信息寻求视角,并确定了该视角在忠诚形成过程中的几个重要构式,包括信息质量、与医生沟通和与患者沟通。
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