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Understanding the Determinants of Online Collective Action
The Case Study of Patients Communities
       Raphaëlle LAUBIE @raphaellelaubie | Dauphine University, Paris, France
Introduction and Objectives
This study examines users’ motives for joining online patients         However, they haven’t investigated patients communities,
social networks. Researchers have already explored these               integrating both individual and group variables. Drawing on the
aspects, such as Perugini and Bagozzi’s with their goal-directed       concepts of intention and goal-directed behavior we explore
behavior model(1), which was adapted to social networking              these causal factors, focusing on the role of emotions in users’
websites in Bagozzi and Dholakia’s following studies. (2),(3)          engagements.




                                        Understanding the Determinants of Online Collective Action
                                                The Case Study of Patients Communities
                                  Raphaëlle LAUBIE @raphaellelaubie | Dauphine University, Paris, France
Materials and Methods
We used a qualitative methodology in compliance with our              Considering insights given on ‘online’ patients, we proceeded to
exploratory quest to understand the determinants of patients’         patients and patients’ relatives interviews, whether they were
engagement. In order to get both sociological typology and            prone or reluctant to join these virtual spaces. We used SDCI
predominant factors guidelines, we first proceeded to experts’        (semi-directive centered interviews) and NVivo9 data
interviews as shown in the figure below.                              management software.




                                      Understanding the Determinants of Online Collective Action
                                              The Case Study of Patients Communities
                                 Raphaëlle LAUBIE @raphaellelaubie | Dauphine University, Paris, France
Results
Together with the motives for engagement, the interviews led to        also showed the emergence of new factors such as the exclusive
precious insights such as barriers for engagement, benefits of         value (dedicated platforms), the will to help back peers and
engagement, online social facts and patients social networks           positive emotions. Besides, inaccurate medical information,
best practices.                                                        anxiety and privacy protection convey major hindrances for
Information and belongingness needs remain the main reason             patients who would be willing to join.
for reaching and following these communities, but testimonies




                                       Understanding the Determinants of Online Collective Action
                                               The Case Study of Patients Communities
                                  Raphaëlle LAUBIE @raphaellelaubie | Dauphine University, Paris, France
Conclusion
Patients’ ties are strong and immediate,
and online usages lead to enlightened
population that benefits from positive
emotions in their healing process,
instantaneously and in the long run.(4) The
quest for online clinical help, as well as
moderation needs on open virtual spaces,
would also encourage a bottom to top
approach in medicine and collaboration
between patients and researchers.



To be continued…
This preliminary qualitative research will
lead to quantitative ones, that will extend,
on large panels, our study on patients’
motives for engagement and their benefits,
as well as social networks best practices.




                                           Understanding the Determinants of Online Collective Action
                                                   The Case Study of Patients Communities
                                     Raphaëlle LAUBIE @raphaellelaubie | Dauphine University, Paris, France
REFERENCES
(1) Perugini, M., et Bagozzi, R. P. (2001). The role of        (3) Dholakia, U. M., Bagozzi, R. P., et Pearo, L. K. (2004). A
desires and anticipated emotions in goal-directed              social influence model of consumer participation in
behaviours: broadening and deepening the theory of             network- and small-group-based virtual communities.
planned behaviour. British Journal of Social Psychology        International Journal of Research in Marketing 21, 241-
40, 79-98.                                                     263.

(2) Bagozzi, R. P., et Dholakia, U. M. (2002). Intentional     (4) Fredrickson, B. L., et Joiner,T. (2002). Positive
social action in virtual communities. Journal of Interactive   emotions trigger upward spirals toward emotional well-
Marketing 16, 2-21.                                            being. Psychological Science 13, no. 2, 172.

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Medicine 2.0_Stanford_Raphaelle Laubie_2011

  • 1. Understanding the Determinants of Online Collective Action The Case Study of Patients Communities Raphaëlle LAUBIE @raphaellelaubie | Dauphine University, Paris, France
  • 2. Introduction and Objectives This study examines users’ motives for joining online patients However, they haven’t investigated patients communities, social networks. Researchers have already explored these integrating both individual and group variables. Drawing on the aspects, such as Perugini and Bagozzi’s with their goal-directed concepts of intention and goal-directed behavior we explore behavior model(1), which was adapted to social networking these causal factors, focusing on the role of emotions in users’ websites in Bagozzi and Dholakia’s following studies. (2),(3) engagements. Understanding the Determinants of Online Collective Action The Case Study of Patients Communities Raphaëlle LAUBIE @raphaellelaubie | Dauphine University, Paris, France
  • 3. Materials and Methods We used a qualitative methodology in compliance with our Considering insights given on ‘online’ patients, we proceeded to exploratory quest to understand the determinants of patients’ patients and patients’ relatives interviews, whether they were engagement. In order to get both sociological typology and prone or reluctant to join these virtual spaces. We used SDCI predominant factors guidelines, we first proceeded to experts’ (semi-directive centered interviews) and NVivo9 data interviews as shown in the figure below. management software. Understanding the Determinants of Online Collective Action The Case Study of Patients Communities Raphaëlle LAUBIE @raphaellelaubie | Dauphine University, Paris, France
  • 4. Results Together with the motives for engagement, the interviews led to also showed the emergence of new factors such as the exclusive precious insights such as barriers for engagement, benefits of value (dedicated platforms), the will to help back peers and engagement, online social facts and patients social networks positive emotions. Besides, inaccurate medical information, best practices. anxiety and privacy protection convey major hindrances for Information and belongingness needs remain the main reason patients who would be willing to join. for reaching and following these communities, but testimonies Understanding the Determinants of Online Collective Action The Case Study of Patients Communities Raphaëlle LAUBIE @raphaellelaubie | Dauphine University, Paris, France
  • 5. Conclusion Patients’ ties are strong and immediate, and online usages lead to enlightened population that benefits from positive emotions in their healing process, instantaneously and in the long run.(4) The quest for online clinical help, as well as moderation needs on open virtual spaces, would also encourage a bottom to top approach in medicine and collaboration between patients and researchers. To be continued… This preliminary qualitative research will lead to quantitative ones, that will extend, on large panels, our study on patients’ motives for engagement and their benefits, as well as social networks best practices. Understanding the Determinants of Online Collective Action The Case Study of Patients Communities Raphaëlle LAUBIE @raphaellelaubie | Dauphine University, Paris, France
  • 6. REFERENCES (1) Perugini, M., et Bagozzi, R. P. (2001). The role of (3) Dholakia, U. M., Bagozzi, R. P., et Pearo, L. K. (2004). A desires and anticipated emotions in goal-directed social influence model of consumer participation in behaviours: broadening and deepening the theory of network- and small-group-based virtual communities. planned behaviour. British Journal of Social Psychology International Journal of Research in Marketing 21, 241- 40, 79-98. 263. (2) Bagozzi, R. P., et Dholakia, U. M. (2002). Intentional (4) Fredrickson, B. L., et Joiner,T. (2002). Positive social action in virtual communities. Journal of Interactive emotions trigger upward spirals toward emotional well- Marketing 16, 2-21. being. Psychological Science 13, no. 2, 172.