Digital health information seeking in an omni-channel environment: A shared decision-making and service-dominant logic perspective

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

Journal of Business Research, 2021, vol. 125, issue C, 840-850

Abstract: The health service ecosystem traditionally has focused on unidirectional information flow from the health provider to consumer. However, this model fails to adequately engage consumers in their health decision-making to improve consumers' wellness. Consumers' health information seeking in today's omni-channel information environment is a critical value co-creation activity that increases consumers' engagement. Yet little is known about how consumers' health information seeking is evolving the information flow pattern and resulting consequences on consumers' health self-awareness. Our study closes this gap by empirically exploring the effects of consumers' health information seeking in an omni-channel environment and its influences on consumers' health self-awareness. We used structural equation modeling to analyze survey results from 310 health consumers collected as part of a healthcare organization's annual door-to-door wellness study. The results demonstrate the importance of helping consumers integrate informational inputs outside the service encounter to increase consumers' engagement and conscious reflection on their well-being.

Keywords: Digital marketing; Health information seeking; Omni-channel; Service-dominant logic (SDL); Shared decision-making (SDM); Value co-creation (search for similar items in EconPapers)
Date: 2021
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Citations: View citations in EconPapers (13)

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Persistent link: https://EconPapers.repec.org/RePEc:eee:jbrese:v:125:y:2021:i:c:p:840-850

DOI: 10.1016/j.jbusres.2019.02.025

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