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. 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 communities
Medicine 2.0 The determinants of desires for online collective action
Raphaëlle LAUBIE @raphaellelaubie | Christophe ELIE-DIT-COSAQUE | Dauphine University, Paris, France

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 communities
Medicine 2.0 The determinants of desires for online collective action
Raphaëlle LAUBIE @raphaellelaubie | Christophe ELIE-DIT-COSAQUE | Dauphine University, Paris, France

4. Results:
Social Value Utilitarian Value Hedonic Value Cost
Expectancy-Value Model of patients‘ virtual communities
Medicine 2.0 The determinants of desires for online collective action
Raphaëlle LAUBIE @raphaellelaubie | Christophe ELIE-DIT-COSAQUE | Dauphine University, Paris, France

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 communities
Medicine 2.0 The determinants of desires for online collective action
Raphaëlle LAUBIE @raphaellelaubie | Christophe ELIE-DIT-COSAQUE | Dauphine University, Paris, France

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). A
desires and anticipated emotions in goal-directed social influence model of consumer participation in
behaviours: 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, and
social action in virtual communities. Journal of Interactive Kaczala,CM. 1983. “Expectancies values and academic
Marketing 16, 2-21.
behaviors,”.