Cognitive absorption and behavioural intentions in virtual health communities

Purpose This paper aims to provide a conceptual model that elucidates the role of cognitive absorption in explaining behavioural intentions in virtual health communities. Design/methodology/approach Data were collected from 361 contributing members of virtual health communities from Gauteng, South Africa, using a structured questionnaire. Structural equation modelling using AMOS software was used to analyse the data. Findings The findings show that cognitive absorption has a significant direct positive influence on content posters’ intentions to continue participating on virtual health community platforms. Cognitive absorption was also found to have an indirect influence on behavioural intentions through its influence on members’ attitude. It was also found to play a mediating role in the influence of perceived usefulness and behavioural intention. Research limitations/implications The study shows the value of linking flow theory and the technology acceptance model to provide a comprehensive understanding of behavioural intentions in virtual health community forums. Practical implications Managers of virtual health communities need to pay attention to experiential aspects of their sites. Success in ensuring that community members are cognitively absorbed is key to the development of positive attitude and intentions towards virtual health community forums. Originality/value Virtual health communities play a new and growing role in the way health-related information and support is offered and accessed by those in need. Despite their importance, not much research has been done to explain the role of consumer experience in member behavioural intentions on such forums. The study contributes to this understanding by demonstrating the value of cognitive absorption in directly explaining users’ attitude and behavioural intentions. The study also sheds light on the role played by cognitive absorption in explaining the influence of perceived usefulness on behavioural intentions.

Diagnostic and prescriptive benefits of consumer participation in virtual communities of personal challenge

Purpose The purpose of this paper is to show how active participants within personal challenge virtual communities (e.g. virtual health communities, online legal forums, etc.) derive learning benefits from their involvement within the community. In doing so, the research conceptualises and tests a model of engagement within such virtual communities. Design/methodology/approach This research was conducted through the design of a survey administered to an online panel of active participants from several virtual health communities. Structural equation modelling was used to test the conceptual model. Findings Along with well-researched concepts such as social identification, this research identifies diagnostic and prescriptive benefits as key learning benefits associated with active participation within personal challenge communities. These benefits drive social support which individuals attain from these virtual communities, which, in turn, drives engagement within the community. It is also found that anticipated negative emotions from leaving the community mediate social support and engagement. Originality/value This is one of the first studies to develop a model of consumer engagement with personal challenge virtual communities. The findings make a contribution to the field of online communities by showing how learning benefits (diagnostic and prescriptive) transpire within these communities and how these benefits lead to greater community engagement.

Zdrowie i choroba w Sieci – o przejawach i konsekwencjach popularyzacji wiedzy medycznej w Internecie

The article describes the process of the medicalization of cyberspace. The first part of the article depicts the process of medicalization itself and within its frames cybermedicalization is presented. The second part characterizes the medicalization of cyberspace through its aspects and main dimensions: medical portals, virtual health communities, health promotion in cyberspace, illegal medicines and organs trafficking, and the advertising of drugs and medical products in the net and cyberchondria. The last part shows the main consequences of this phenomena.