What Are the Main Reasons for Users' Resources Integration on Social Media? Healthcare as a Critical Context

摘要

SD logic considers actors (i.e. customers/users) as the integral part of the value cocreation process, who integrate their resources and constitutes value-in-exchange through the interactions and value-in-use at the time of usage (Pires et al., 2015; Vargo & Lush, 2008). However, individuals are not always prone to participate and share personal information, specifically when it comes to the healthcare context. On the one hand, privacy and security barriers can interfere with the patients' intention to interact in the virtual community (Pouloudi, 1999). On the other hand, users need to be in control of the information to trust websites and perceive lower level of risk for the information disclosure (Beldad et al., 2010). During the last decade, governments started to implement social media in their communication strategies, allowing citizens to take part in planning and developing new services and, thus, boosting the cocreation of value (Crawford et al., 2002). Therefore, the traditional face-to-face communication between doctors and patients has altered the network of relationship among patients, physicians, and service providers (Beldad et al., 2010).