Medicine 2.0_Stanford_Raphaelle Laubie_2011

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Medicine 2.0_Stanford_Raphaelle Laubie_2011

  1. 1. Understanding the Determinants of Online Collective ActionThe Case Study of Patients Communities Raphaëlle LAUBIE @raphaellelaubie | Dauphine University, Paris, France
  2. 2. Introduction and ObjectivesThis study examines users’ motives for joining online patients However, they haven’t investigated patients communities,social networks. Researchers have already explored these integrating both individual and group variables. Drawing on theaspects, such as Perugini and Bagozzi’s with their goal-directed concepts of intention and goal-directed behavior we explorebehavior model(1), which was adapted to social networking these causal factors, focusing on the role of emotions in users’websites in Bagozzi and Dholakia’s following studies. (2),(3) engagements. Understanding the Determinants of Online Collective Action The Case Study of Patients Communities Raphaëlle LAUBIE @raphaellelaubie | Dauphine University, Paris, France
  3. 3. Materials and MethodsWe used a qualitative methodology in compliance with our Considering insights given on ‘online’ patients, we proceeded toexploratory quest to understand the determinants of patients’ patients and patients’ relatives interviews, whether they wereengagement. In order to get both sociological typology and prone or reluctant to join these virtual spaces. We used SDCIpredominant factors guidelines, we first proceeded to experts’ (semi-directive centered interviews) and NVivo9 datainterviews as shown in the figure below. management software. Understanding the Determinants of Online Collective Action The Case Study of Patients Communities Raphaëlle LAUBIE @raphaellelaubie | Dauphine University, Paris, France
  4. 4. ResultsTogether with the motives for engagement, the interviews led to also showed the emergence of new factors such as the exclusiveprecious insights such as barriers for engagement, benefits of value (dedicated platforms), the will to help back peers andengagement, online social facts and patients social networks positive emotions. Besides, inaccurate medical information,best practices. anxiety and privacy protection convey major hindrances forInformation and belongingness needs remain the main reason patients who would be willing to join.for reaching and following these communities, but testimonies Understanding the Determinants of Online Collective Action The Case Study of Patients Communities Raphaëlle LAUBIE @raphaellelaubie | Dauphine University, Paris, France
  5. 5. ConclusionPatients’ ties are strong and immediate,and online usages lead to enlightenedpopulation that benefits from positiveemotions in their healing process,instantaneously and in the long run.(4) Thequest for online clinical help, as well asmoderation needs on open virtual spaces,would also encourage a bottom to topapproach in medicine and collaborationbetween patients and researchers.To be continued…This preliminary qualitative research willlead to quantitative ones, that will extend,on large panels, our study on patients’motives for engagement and their benefits,as well as social networks best practices. Understanding the Determinants of Online Collective Action The Case Study of Patients Communities Raphaëlle LAUBIE @raphaellelaubie | 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) Fredrickson, B. L., et Joiner,T. (2002). Positivesocial action in virtual communities. Journal of Interactive emotions trigger upward spirals toward emotional well-Marketing 16, 2-21. being. Psychological Science 13, no. 2, 172.

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