Driving Patient eWOM: The Role of Perceived Value in Health Care Services

Abstract

Due to the health information asymmetry, the upsurge of Patient Online Communities (POCs) and Patient Social Media groups has increased the importance of electronic word-of-mouth (eWOM) in health care, influencing individuals’ health decisions, as well as a medical organization’s image. This study investigates the association between the multidimensional perceived value of patients and their eWOM intentions in health care services, based on Art Weinstein’s adapted Perceived Value framework. According to this framework, perceived value comprises perceived quality, perceived service outcome, non-monetary costs, and organizational image. Data were collected from 210 Cardiology patients and analyzed using Partial Least Squares Structural Equation Modeling (PLS-SEM). Findings of this study revealed that perceived value is positively associated with eWOM intentions within this sample, which highlights the practical importance of enhancing patient experience. As perceived value improves, it may be associated with increased patient-generated content in the form of eWOM. This study provides practical insights and contributes to the understanding of the patients’ perceived value in engaging in health-related eWOM.