Do ethics drive value co-creation behavior in online health communities

Bibliographic Data

ID21596072
AuthorsMuhammad Salman Latif (0000-0002-4627-9217, Dalian University of Technology), Jianjun Wang (0000-0002-9045-7404, Dalian University of Technology), Mohsin Shahzad (0000-0002-2101-8619, Liaoning Normal University)
Year2024
Volume37
Issue1
Pages1-28
Publication date2024-01-09
Peer ReviewedYes
Open AccessYes
TypeARTICLE
VenueInformation Technology and People (JOURNAL)
Journal identifiersISSN: 0959-3845 • E-ISSN: 1758-5813
PublisherEmerald (PUBLISHER)
DOI10.1108/itp-07-2022-0554
OpenAlexW4311979886
LanguageEN
Citations received8
References cited93

Purpose Online health communities (OHCs) have been recognized as emerging platforms on the Internet used for health purposes. Despite its emergence, developing a successful OHC is still a challenge. Prior studies identified that value co-creation behavior (VCB) of members is an essential factor for sustaining OHCs; however, little is known about how members’ behavior drives to co-create value? Therefore, this study aims to discover the inclusive mechanism for members’ VCB in OHCs. Design/methodology/approach The authors develop the study model and hypothesis based on the service-dominant logic of value co-creation theory and social support (SS) literature. The survey data of 608 active OHCs users in China were analyzed using partial least squares structural equation modeling (PLS-SEM). Findings The results revealed that SS positively affects members’ VCBs. Ethical aspects; Trust and ethical interaction (EI) partially mediate their relationships. In addition, community members’ current health status (CHS) negatively moderates the relationships between SS and VCB. From the findings, it becomes evident that only SS is not enough; developing an ethical environment in OHCs, i.e. trust and ethically rich interactions among members, significantly helps OHCs to promote co-creation. Also, the negative moderation of CHS findings provides novel insights when cramming health conditions. Originality/value Exploring the complex mechanism of co-creation in OHC, the authors illustrate the potential of service-dominant logic to create new theoretical insight for healthcare and provide the framework of co-creation with ethics for the first time. This will extend the application of ethics in healthcare services and offer a robust platform from which the understanding of drivers of members’ VCB can be advanced in the OHC context

Business · Co-Creation · Epistemology · Knowledge management · Moderation · Originality · Political science · Public relations · Structural equation modeling · Computer Science · Customer Service Quality and Loyalty · Digital Marketing and Social Media · Psychology · Service and Product Innovation · Social Psychology · Marketing

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