Digital Health Experience: A Regulatory Focus Perspective

Genevieve E. O'Connor, Susan Myrden, Alkire (née Nasr), Linda, Kyungwon Lee, Sören Köcher, Jay Kandampully and Jerome D. Williams

Journal of Interactive Marketing, 2021, vol. 56, issue C, 121-136

Abstract: Digital technology is an integral part of today's healthcare, yet little is known about how these technologies affect healthcare customers' experience. This study uses regulatory focus theory to understand how consumers' role clarity, perceived usefulness, ease of use (i.e., promotion orientation), security, and trust (i.e., prevention orientation) when using digital health technology affect their experience. A nationwide study shows that customer experience is driven by promotion- and prevention-related variables concurrently. Results also show that customer experience with digital health technology positively affects customers' attitudes toward using digital technology. This study offers valuable insights for marketers, technology developers, and healthcare managers interested in understanding and improving healthcare customer experience.

Keywords: Regulatory focus theory; Customer experience; Technology; Healthcare; Digital health (search for similar items in EconPapers)
Date: 2021
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Persistent link: https://EconPapers.repec.org/RePEc:eee:joinma:v:56:y:2021:i:c:p:121-136

DOI: 10.1016/j.intmar.2021.07.002

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