Impact of IT identity on consumer negatively-valenced engagement in mobile medical consultation: from consumer experience perspective
Industrial Management & Data Systems
ISSN: 0263-5577
Article publication date: 16 August 2022
Issue publication date: 8 November 2022
Abstract
Purpose
The mobile medical consultation (MMC) service is growing rapidly, but not all consumers are always willing to actively engage with it. To address this issue, based on IT identity theory, this study explores the underlying mechanism of how two types of platform-related consumer experience influence MMC platform identity, in turn, result in consumer negatively-valenced engagement in MMC.
Design/methodology/approach
The data was collected from 400 consumers with the experience of MMC and analyzed by the partial least square (PLS) method.
Findings
The findings unfold that these two distinct consumer experience, servicescape experience (i.e. perceived telepresence and perceived platform surveillance) and service search experience (i.e. perceived diagnosticity and perceived serendipity), are associated with MMC platform identity and consumer negatively valenced engagement with MMC.
Originality/value
Research on consumer negatively-valenced engagement in the field of MMC is still in a nascent stage. The study identifies consumer experience in accordance with the unique context of the MMC platform and fills the research gap on the role of IT identity in consumer negatively valenced engagement.
Keywords
Acknowledgements
Authorship: All authors have made substantial contributions to this paper. Wenjing Zhang has collected, analyzed the data and drafted the manuscript. Dong Li has contributed to the conception, method and revision of this paper.
Conflict of interest declaration: The authors declare that they have no known competing financial interests or personal relationships that could have appeared to influence the work reported in this paper.
Citation
Zhang, W. and Li, D. (2022), "Impact of IT identity on consumer negatively-valenced engagement in mobile medical consultation: from consumer experience perspective", Industrial Management & Data Systems, Vol. 122 No. 11, pp. 2508-2539. https://doi.org/10.1108/IMDS-04-2022-0209
Publisher
:Emerald Publishing Limited
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