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Open AccessArticle

Why Do Patients Move from Online Health Platforms to Hospitals? The Perspectives of Fairness Theory and Brand Extension Theory

by 1,2, 3, 4 and 5,*
1
College of Economics and Management, China Jiliang University, Hangzhou 310018, Zhejiang
2
Key Laboratory of Quality Infrastructure Efficacy Research, AQSIQ, Beijing 100028, China
3
Department of Leisure Industry and Health Promotion, National Taipei University of Nursing and Health Sciences, Taipei City 112, Taiwan
4
Department of Business Management, National Taichung University of Science and Technology, Taichung City 404, Taiwan
5
Department of Computer Science, Hong Kong Baptist University, Hong Kong, China
*
Author to whom correspondence should be addressed.
Int. J. Environ. Res. Public Health 2019, 16(19), 3755; https://0-doi-org.brum.beds.ac.uk/10.3390/ijerph16193755
Received: 7 September 2019 / Revised: 26 September 2019 / Accepted: 30 September 2019 / Published: 6 October 2019
(This article belongs to the Special Issue Technological Innovation in Clinical Healthcare and Health Management)
Online healthcare services are growing rapidly. Patients can receive health support through communication with online health professionals. However, previous research on eHealth has focused on patients’ online behavioral intentions. The purpose of this study is to investigate the effect of online patient–doctor communication on offline behavioral intentions and to propose a conceptual model for eHealth. We integrate fairness theory and band extension theory to develop a research model. This is further tested by structural equation modeling (SEM), with 279 valid sets of data from patients on the online health platform. Using partial least squares analysis (PLS), the results show that perceived fairness is an important factor affecting online satisfaction and the willingness to ask online doctors, which in turn has a positive impact on the willingness to go to offline doctors. These findings shed light on the research model for eHealth and offer suggestions for improving patients’ online satisfaction, as well as both online and offline behavioral intentions. View Full-Text
Keywords: eHealth; online healthcare services; fairness theory; brand extension theory; O2O commerce eHealth; online healthcare services; fairness theory; brand extension theory; O2O commerce
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MDPI and ACS Style

Le, W.; Chang, P.-Y.; Chang, Y.-W.; Chen, J. Why Do Patients Move from Online Health Platforms to Hospitals? The Perspectives of Fairness Theory and Brand Extension Theory. Int. J. Environ. Res. Public Health 2019, 16, 3755. https://0-doi-org.brum.beds.ac.uk/10.3390/ijerph16193755

AMA Style

Le W, Chang P-Y, Chang Y-W, Chen J. Why Do Patients Move from Online Health Platforms to Hospitals? The Perspectives of Fairness Theory and Brand Extension Theory. International Journal of Environmental Research and Public Health. 2019; 16(19):3755. https://0-doi-org.brum.beds.ac.uk/10.3390/ijerph16193755

Chicago/Turabian Style

Le, Wei; Chang, Po-Ya; Chang, Yu-Wei; Chen, Jiahe. 2019. "Why Do Patients Move from Online Health Platforms to Hospitals? The Perspectives of Fairness Theory and Brand Extension Theory" Int. J. Environ. Res. Public Health 16, no. 19: 3755. https://0-doi-org.brum.beds.ac.uk/10.3390/ijerph16193755

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