نوع مقاله : مقاله پژوهشی
نویسندگان
1 عضو هیات علمی گروه مدیریت کسب و کار و بازاریابی دانشکده مدیریت دانشگاه امام صادق علیه السلام، تهران، ایران
2 گروه مدیریت بازرگانی، دانشکده مدیریت، دانشگاه امام صادق، تهران، ایران
چکیده
کلیدواژه‌ها
موضوعات
عنوان مقاله [English]
نویسندگان [English]
Objective: E-health has made medical services available to the public, including online medical consultations, knowledge, and skills of health care, etc., in many cases to prevent or take timely action to prevent the disease from becoming acute. People in the community can use quality treatment services without time and space restrictions while saving costs and reducing waiting time. Understanding the behavior of users of online medical service platforms and consultations is one of the challenges for further penetration of these services among citizens.
Methodology: Using a qualitative research strategy, three categories of sources were analyzed. 1. The results of research in the field of consumer behavior of online medical and health services 2. In-depth interviews with potential or actual customers of online medical and health services platforms and 3. In-depth interviews with physicians serving in online medical services platforms by analysis method The final theme, model, and components were extracted.
Findings: The results of this study, which was conducted with a cognitive approach, indicate that people are affected by different components in three stages before the decision, during the decision, and after the decision.
Conclusion: Potential customers make decisions at two levels: the first level compares online services and face-to-face medical services, and if online services are preferred, the second level of decision-making is the choice of service provider platform. The way people are familiar with such services and the amount of need they feel for this type of service are influential in the choice.
کلیدواژه‌ها [English]
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