User Engagement and User Loyalty Under Different Online Healthcare Community Incentives: An Experimental Study.

ABSTRACT: The online healthcare community (OHC) has attained rapid development in recent years in which users are facilitated to exchange disease information and seek medical treatment. However, users' motivation of participation in OHCs is still under investigation. Taking the perspective of user perceived value, this paper examined the impacts of different incentive levels including identity incentive, privilege incentive, and material incentive on user perceived value, user engagement, and user loyalty. To test the proposed hypotheses, the study adopted the methods of the between-subjects experiment and questionnaire. Based on the data analysis by ANOVA and structural equation model, the results show there are significant differences in the impacts of different incentive levels on users' perceive

SUBMITTER: Shao M 

PROVIDER: S-EPMC9100646 | biostudies-literature | 2022

REPOSITORIES: biostudies-literature