Expectancy-Value Model of patients‘ virtual communities     The determinants of desires for online collective action      ...
Conceptual Framework    Conceptual framework combines the MGB and the EVT:                        Drawing on Bandura’s per...
Materials and Methods    Mixed-method design:    - a preliminary exploratory qualitative approach,                       M...
Results:   Social Value                    Utilitarian Value                     Hedonic Value                        Cost...
Expected Contributions  1 - help to create richer social media adoption  models for health purpose  2 - help Health 2.0 st...
REFERENCES(1) Perugini, M., et Bagozzi, R. P. (2001). The role of        (3) Dholakia, U. M., Bagozzi, R. P., et Pearo, L....
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Medicine 2.0_Harvard Medical School_Raphaelle Laubie_09152012

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Medicine 2.0_Harvard Medical School_Raphaelle Laubie_09152012

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

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