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.