Investigating the factors affecting the process of consumer behavior of online medical services and consulting platforms

Document Type : Research Paper

Authors

1 Faculty Member of the Business Administration & Marketing Department of ISU

2 Department of Business Management, Faculty of Management, Imam Sadegh University, Tehran, Iran

10.22034/cbsj.2024.137773.2391

Abstract

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.

Keywords

Main Subjects

Consumer Behavior Studies Journal

Articles in Press, Accepted Manuscript
Available Online from 29 April 2024

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