Reducing information asymmetry and increasing health value co‐creation in a rural healthcare context

Andrew J. Dahl, James W. Peltier and George R. Milne

Journal of Consumer Affairs, 2022, vol. 56, issue 2, 512-535

Abstract: Digital platforms offer emerging opportunities for disseminating information to improve decision‐making, motivate behavior changes, and enhance outcomes. However, consumer‐physician asymmetry and traditional service delivery principles create resource utilization conflicts that may hinder health value co‐creation efforts. We address how expert service contexts with high levels of information asymmetry may maximize value co‐creation by encouraging consumers' digital information usage to close the consumer‐physician information gap. Structural equation modeling of rural consumer surveys demonstrates the ancillary value created by supporting consumers' digital resource integration. The results identify how physicians may increase rural consumers' co‐creation of health outcomes by helping consumers utilize digital information to facilitate their activation in value co‐creation. However, physicians and consumers first need to share value perceptions of the digital inputs to maximize consumers' resource integration and co‐creation efforts.

Date: 2022
References: View references in EconPapers View complete reference list from CitEc
Citations: View citations in EconPapers (1)

Downloads: (external link)
https://doi.org/10.1111/joca.12447

Related works:
This item may be available elsewhere in EconPapers: Search for items with the same title.

Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text

Persistent link: https://EconPapers.repec.org/RePEc:bla:jconsa:v:56:y:2022:i:2:p:512-535

Ordering information: This journal article can be ordered from
http://www.blackwell ... bs.asp?ref=0022-0078

Access Statistics for this article

Journal of Consumer Affairs is currently edited by Sharon Tennyson

More articles in Journal of Consumer Affairs from Wiley Blackwell
Bibliographic data for series maintained by Wiley Content Delivery ().