Health Marketing Quarterly最新文献

This research investigates factors influencing the actual usage of wearable fitness devices. Based on the Unified Theory of Acceptance and Use of Technology, the authors propose that privacy concerns, social influence, data accuracy, device engagement, and user efficacy impact the actual usage of wearable fitness devices via performance and effort expectancy. Based on 124 responses using the structural equation approach, most hypotheses were supported. The social influence had the strongest indirect effect through performance expectancy, while user efficacy had the strongest indirect effect through effort expectancy. Data accuracy and device engagement had a positive influence on actual usage and privacy concerns negatively affected the device's use.

Contextual congruence, health threat orientation, and digital advertisement type can influence the effectiveness of online health service ads. To examine these effects, a 2 × 2 × 2 online experiment was conducted with contextual similarity as a within-subjects factor. Results suggest that contextual similarity was positively associated with both attitude toward ads and purchase intention. The data also revealed an interaction effect between digital advertising type and health threat orientation: health ads to address issues of immediate concerns enhanced purchase intention, but only in the incongruent context. Implications of the study were also discussed.

Studies have shown that the sharing of big health data can improve patient management across primary and secondary care sectors. It can also reduce costs and can enhance the medical research process. Unfortunately, many big health data initiatives are being impeded because of a range of complex issues. This study was initiated to identify the said issues and develop a tool for health marketers to use to negate the barriers in big healthcare data projects. The study demonstrates how the Interactive Communication Technology Adoption Model can be operationalized to support qualitative researchers.

The shift from one-way to two-way communication in healthcare decision-making has heightened the need to understand the role of display formats including tables and graphs as decision aids. In this paper, we investigate cognitive and affective influences on decision-making involving display formats. We find that a display format's impact on decision quality is mediated by two distinct components of cognition (verbatim and gist knowledge), and that tables compared to bar graphs improve decision quality. We also find evidence that analytic thinking and lower negative affect can improve decision quality. Implications for marketers, better engaging patients, and encouraging improved decision-making are discussed.

The purpose of this research is to examine the impact affective/cognitive country image, cosmopolitanism, and satisfaction with insurance have on patient willingness to go abroad for surgery. Patients are presented a scenario where they select having knee replacement surgery domestically, having to pay all co-pays and deductibles, or abroad (Mexico, India, Israel) for free surgery at a JCI certified hospital. Results indicate cosmopolitanism impacts patient perception of medical tourism whilst affective and cognitive country image exhibit varying levels of significance. This study contributes to the literature by assessing factors that impact patient likelihood to travel abroad for surgery.

This study examined how perceived threat moderates the effects of message type (humor vs. non-humor) on attitude and behavior intentions toward a mental health public service announcement (PSA) on a college campus. To investigate the relationships, a between-subject experimental survey was employed for 209 undergraduate students. Findings revealed a significant interaction effect between message type and perceived threat on attitude toward the PSA, visiting intention to a health center, and eWOM intention. Moreover, the moderated mediating role of attitude toward the PSA on visiting intention to a health center and eWOM intention was observed.

This paper aims to identify factors that contribute to the success of current social marketing practices. These factors include setting clear behavior change objectives and segmentation that informs communication and messaging strategies. Other factors include rigorous research (consumer research, formative research, literature review), pre-testing of interventions, developing a partnership approach, using planning methodologies/theories, and monitoring and evaluation. These success factors could be used for policymakers, governments, agencies and social marketers delivering interventions focussed on healthy lives and well-being. The examples given in this study illustrate how these factors can be achieved, providing a focus for discussion and emulation.

This study focuses on the impact of race, income, age, and gender on hospital charges in the US. The data include 28,133 discharge records for appendectomies from a stratified sample of 4,584 hospitals in the HCUP's (Hospital Cost and Utilization Project) NIS (National Inpatient Sample) database. Results show that race, income, and age were significant determinants of hospital charges. Gender was not significantly related to the variance in hospital charges. Additionally, hospital variables (ownership/control region, teaching status, size, and primary expected payer) had statistically significant effects on hospital charges. We conclude with implications for clinicians, hospital administrators, and policy makers.

This research examines the influence of address style (direct, no address) and narrative voice (first-person, third-person) on the feeling of being pressured by a public service announcement about work stress in two sequential studies. The results of a choice-based conjoint analysis show that persuasive messages designed with a first-person narrative voice and direct address tend to pressure recipients. Results of a between-subjects online experiment suggest that this feeling increases subjects' behavioral intentions to prevent stress when people interact parasocially with the displayed character. Both direct address and first-person narrative voice led directly to reduced behavioral intention to prevent stress.

AbsractThis paper examines the potential effect of Direct-to-Consumer (DTC) advertising on consumers' behavioral intentions in relation to a medical issue. Using an online experiment, 1295 people were randomized to two information conditions. One group watched an advertisement for a hypothetical cold sore medicine, while a second (control) group did not view the advertisement, before both groups answered questions on symptoms. The responses were analyzed based on group allocation and the respondents' experience with cold sores. Results indicate that those who viewed the advertisement were more likely to choose the product, and the advertisement had larger effects based on consumer experience.