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4 PROGRESS, CONCLUSIONS
AND FUTURE WORK
The paper has proposed an original conceptual model
connecting the online health information behavior
and health behavior of the patients and online users in
an increasingly online world. Therefore, it aims to
provide much-needed understanding and implications
for changing roles of patient and physician
engagement in the emergent healthcare delivery
model contexts.
A survey has been developed including several
measurement items from published sources (already
tested for construct validity) for each construct shown
in the research model. It is targeted to be circulated to
partner hospitals in South Korea and other countries
with an expected completion rate of around three
hundred surveys. The survey will be administered by
qualified physicians or their staff members. The
adherence data would be collected from the same
patients by the same doctors (or their staff). A due
approval has been acquired from the author’s
institutional ethics board for conducting research
involving human subjects.
Once the data collection would be completed
(approximately 3-6 months), both the measurement
model and the structural model would be tested using
PLS-SEM (partial least squares- structural equation
modelling) approach. Further analysis would lead to
acceptance or negation of the hypotheses and their
underlying explanations.
Future research could consider to test other health
behavioural outcomes than adherence such as those
covered by RAND 36-item survey (Hays et al., 1993).
Additionally moderating or mediating roles of
physicians’ attitudes, physician’s competencies,
cultural differences and gender differences would
greatly enhance the understanding of this model.
Social exchange perspective appears to be an
interesting alternate perspective which could shed
further light on the nature of patient-physical
relationship in this context.
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