Patients or Clinicians: Should Digital Health Interventions Be Promoted Directly to Patients or to Be Marketed Through Clinicians?

摘要

Digital health has played an important role in improving healthcare interventions by engaging patients in the health management. However, there is a paucity of empirical stud-ies on the extent to which digital health communications should be targeted directly at patients or through clinicians who have shown to significantly influence health-related behaviors of patients. Therefore, the first objective of this study is to explore the strongest social influencer on patients' personal motivation to digital health adoption. Moreover, in order to effectively promote adoption of digital health, it is also necessary to assess the effect of digital health communications on different audience segments according to the hospital usage frequency of patients. Thus, the second objective of this study is to examine the implica-tion of hospital usage frequency on the motivation-adoption relationship.