Medicine 2.0_Harvard Medical School_Raphaelle Laubie_09152012

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

Conceptual framework combines the MGB and the EVT:- virtual communities IT values (expectancy)- cost.

-> which appear particularly insightful in the assessment of patients’ online collective action on virtual communities. (4)

Drawing on Bandura’s personal efficacy expectations theorizing, Eccles and her peer researchers identified four components related to these beliefs: - social value, - hedonic value, - utilitarian value - cost.

Conceptual Framework

Research model

Medicine 2.0 Expectancy-Value Model of patients‘ virtual communities


Raphaëlle LAUBIE @raphaellelaubie | Christophe ELIE-DIT-COSAQUE | Dauphine University, Paris, France

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.

Mixed-method design:- a preliminary exploratory qualitative approach,- a quantitative approach in order to test the research model. In the qualitative phase: 54 semi-structured interviews in France until semantic saturation with Doctors and caregivers, health 2.0 and web 2.0 experts, patients and patients’ relatives. Recorded, retranscribed, coded (NVivo9 software) anonymity guaranteed.

Motivations:1- adaptation to the selected field of inquiry.,2 – emergence of certain constructs ( i) the content validity for the constructs in the subsequent quantitative phase and to ii) the enrichment of the conceptual framework)CommunitiesFrench, Breast cancer community (> 10,000) and parents of autistic children Facebook group (97)

Materials and Methods




Results: Social Value Utilitarian Value Hedonic Value Cost




Expectancy-Value Model of patients‘ virtual communities



Expected Contributions1 - help to create richer social media adoption models for health purpose2 - 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 Limitations1 - France, we will not be able to generalize the findings to people from other countries2 - Breast cancer community, and a community of parents of autistic children. The research results may not apply to all other patients’ online communities3 - A large majority of women. It might not be possible to extrapolate the results to both genders.

Medicine 2.0

(1) 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. British Journal of

Social Psychology 40, 79-98.

(2) Bagozzi, R. P., et Dholakia, U. M. (2002). Intentional social

action in virtual communities. Journal of Interactive Marketing 16,

2-21.

(3) 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. International Journal of

Research in Marketing 21, 241-263.

(4) Eccles, J. S., Adler,TF, Futterman,R, Goff,SB, and Kaczala,CM.

1983. “Expectancies values and academic

behaviors,”.

REFERENCES

Health & Medicine

Medicine 2.0_Harvard Medical School_Raphaelle Laubie_09152012