1. Introduction
With the development of healthcare services, online health platforms provide patients with many functions, such as online consulting and healthcare information support. According to statistics, online healthcare has developed dramatically [
1]. Digital products and services will grow to a market share percentage of 12% within the healthcare sector by 2025 [
2]. During the COVID-19 crisis, home quarantine was carried out worldwide and patients could not go to hospitals conveniently. Online health platforms have changed the traditional health service modes, optimizing healthcare resource allocation. They provide both patients and doctors with convenient platforms for health information communication, aiding healthcare services and patient visiting processes [
3], and promoting information creation and exchange. It could be seen that online healthcare creates value for participators [
4], and patients could also obtain and create value in online healthcare platforms. Understanding the internal mechanisms of patient value co-creation is significantly important for online healthcare development and a patient’s health.
In recent years, value co-creation behavior has been investigated comprehensively by industries and scholars [
5]. Value co-creation is vital for business revenue and user involvement. In the context of healthcare, with the development of online healthcare platforms, it is assumed that a patient’s value behavior is more complicated [
6], which is worthy of deeper investigation. Function, information, and system characteristics could influence how patients behave on online healthcare platforms [
7]. In addition, patients could publish personal information, answer questions, and make online reviews, contributing to online healthcare platforms. That is to say, patients can obtain value from online healthcare, and co-create value in online healthcare, thus enriching the online healthcare platform development.
For online healthcare platforms, how to increase the value and maintain the development of the platforms are prominent. Moreover, the patient’s functional and emotional experiences could help to increase positive feelings [
8] and further value co-creation. Value co-creation could help to enhance the competitiveness of platforms, promoting further patient value co-creation. It is confirmed that healthcare technology helps co-create value [
9]. Social support and technical support are prominent in value co-creation [
10]. For patients, online healthcare platforms help obtain healthcare information, save time, and are convenient. Experience in platforms is also important for further usage and value co-creation. In addition, patients could provide healthcare information and publish personal experiences, co-creating value with the platform [
11]. That is to say, value co-creation could be achieved by patients and online healthcare platforms. Focusing on patients in online healthcare platforms, the value co-creation by patients and platforms is worthy of further investigation. However, the underlying mechanisms of patient value co-creation lack investigation. Therefore, to explore the mechanisms of patient value co-creation in online healthcare platforms deeply and clearly, this study investigates patient value co-creation from the perspective of an online healthcare platform.
Above all, this study is based on the experiential value theory to investigate the internal mechanisms of value co-creation among patients on online healthcare platforms. From the perspective of platforms, the factors that could influence patient value co-creation are explored comprehensively in online healthcare platforms. It clarifies the internal mechanisms of value co-creation in online healthcare platforms. Therefore, this study helps enrich the investigation of value co-creation among patients on online healthcare platforms, which could also promote the long-term development of online healthcare services.
4. Results
4.1. Measurement Model
In this study, we measured the reliability and validity of the constructs. To ensure that the measurements of constructs were suitable, first, we checked the validity of the structural model using KMO and Bartlett’s sphere test. According to previous literature [
30], the value of KMO should be above 0.6 and Bartlett’s sphere test should be significant. In a well-designed model, the proportion of cumulative explanatory variables for factors must reach 50%. Our analysis resulted in a KMO of 0.904 and significant Bartlett’s sphere test. The proportion of cumulative explanatory variables for the factors was 62.975%, indicating that the research model was adequate for further analysis.
Secondly, we measured the model’s reliability using Cronbach’s α, composite reliability (CR) and average extraction (AVE), and analyzed the model’s validity through factor loadings, composite reliability (CR), and average extraction (AVE). According to the literature, factor loadings, CR, and Cronbach’s α should be above 0.7, and the value of AVE should be above 0.5. The data analysis indicated that the reliability and validity of the model were adequate (
Table 3 and
Table 4). Thus, the measurements of constructs in this study were adequate for analysis.
4.2. Structural Model
This study also analyzed the path efficient. All our hypotheses are supported. Information quality positively influenced functional experience (β = 0.358, t = 5.502, p < 0.001) and emotional experience (β = 0.205, t = 2.626, p < 0.05). Thus, H1a and H1b are supported. Peer communication positively influenced functional experience (β = 0.292, t = 4.857, p < 0.001) and emotional experience (β = 0.402, t = 6.714, p < 0.001); thus, H2a and H2b are supported. System quality positively influenced functional experience (β = 0.138, t = 2.254, p < 0.01) and emotional experience (β = 0.219, t= 3.595, p < 0.001). Thus, H3b and H3a are supported.
In addition, the patient’s experience could affect the value co-creation behavior. Functional experience could positively influence participation (β = 0.190, t = 2.458, p < 0.05) and citizenship behavior (β = 0.313, t = 4.406, p < 0.001). Emotional experience positively influenced participation (β = 0.429, t= 6.018, p < 0.001) and citizenship behavior (β = 0.183, t = 2.634, p < 0.01); thus, H4a, H4b, H5a, and H5b are supported in this study.
Furthermore, to uncover the underlying mechanisms of patient value co-creation more clearly, using mediating analysis, this study analyzed the mediating role of patient experience (functional experience and emotional experience) in the relationship between system characteristics and co-creation behavior. The results show that patient experience partially mediated the relationship between system characteristics (information quality, peer communication, and system quality) and patient value co-creation behavior (participation and citizenship behavior). Thus, patient experience played a mediating role and was vital for the value co-creation in the online healthcare platform. The platform characteristics not only influenced patient value co-creation directly, but also indirectly. The result of mediating analysis could be seen in
Table 5,
Table 6,
Table 7 and
Table 8.
5. Discussion
Value co-creation has received much attention from scholars and industries. To elicit the generation of patient value co-creation more deeply, this study was based on the experiential value theory, focusing on patient value creation, and exploring the internal mechanism of value co-creation among patients in online healthcare platforms. Previous studies on value co-creation usually focused on e-commerce or social sites; however, there was a lack of attention on online healthcare. Existing studies on value co-creation in healthcare are still in the early stages [
31] and have not uncover patient value co-creation from the perspective of online healthcare platforms. Therefore, to analyze the value co-creation among patients more clearly, in this study, the underlying mechanism of patient value co-creation was analyzed comprehensively, in order to help elicit the value co-creation in online healthcare platforms more clearly.
Firstly, it was shown that platform characteristics could influence patient experiences significantly. Consistent with previous studies, online health platforms play vital roles in patient health management [
32]. Experiences in online healthcare are influenced by platforms to a large extent [
33]. In detail, information quality positively influences a patient’s functional experiences and emotional experiences. It was shown that information could influence a patient’s well-being [
34]. Important characteristics of online healthcare platforms involve higher quality information that patients could obtain; more valuable information and emotional care could enhance the patient’s experience. If the platform does not provide users with high quality information, users could decrease their usage of the online healthcare platform, or even discard using the platform permanently. In addition, system quality positively influences functional experience and emotional experience. Stable systems promote patients to have better experiences in online healthcare platforms. Patients could feel better and the functional experiences and emotional experiences could increase. However, uncomfortable systems will not attract users or increase their experiences in the online healthcare platform. Peer communication is a non-neglected factor in patient experiences. Communication plays a prominent role in psychological needs [
35]. For patients, besides healthcare needs, well-being plays a vital role in healthcare management. Online healthcare, different from offline channels, provides patients with an online platform for peer communication. Communication with people on an online healthcare platform could make up the healthcare information gap; in addition, patients also satisfy their psychological needs. Thus, peer communication promotes functional experiences and emotional experiences on online healthcare platform.
Secondly, this study found that patient experiences promote participation and citizenship behavior, thus increasing value co-creation on online healthcare platform. The important role of patient experience was also investigated by previous studies [
36]. This study is consistent with previous studies in that patients participating in online healthcare platforms are of vital importance for the long-term development of online healthcare platforms [
37]. In addition, patients are important members of online healthcare platforms; patient citizenship behavior is beneficial for the online healthcare community construction. With better functions and emotion services provided on online healthcare platforms, patients have more possibilities to show citizenship behavior. Notably, patients are more likely to participate and show citizenship behavior in online healthcare platforms.
Thirdly, using mediating analysis, this study found that patient experiences mediate the relationship between system characteristics (information quality, peer communication, and system quality) and value co-creation behavior (participation and citizenship behavior). Consistent with prior works, the role of experience was also confirmed in this study [
8]. Functional experiences and emotional experiences play partial mediating roles in system characteristics and patient value co-creation behavior. From the result, the increase of value co-creation needs better patient experience from the system characteristics perspective. Thus, to promote value co-creation, patient experience is significantly important and worth more attention.
5.1. Theoretical Implications
This study has theoretical implications (in three perspectives). Firstly, based on the experimental value theory, this study explores value co-creation among patients and enriches studies on the value co-creation of patients in online healthcare platforms. Value co-creation has huge benefits for the long-term development of healthcare. Current studies on value co-creation are mainly focused on marketing and service industries; however, there is a lack of research on patient value co-creation in online healthcare platforms [
19]. This study is based on the experiential value theory; we explored patient value co-creation behavior comprehensively, which could help elicit the underlying mechanism of value co-creation from the context of marketing services to the online healthcare platforms clearly.
Secondly, considering that online healthcare platforms are different from commerce and social networks, this study constructs and broadens the border of value co-creation among patients based on the experiential value theory [
38]. Previous studies usually investigated value co-creation from customers and users, but as potential customers in online healthcare platforms, the role of a patient’s value is always neglected. This study broadens the borders of experimental value theory from the perspective of online healthcare platforms, exploring the effects of platform characteristics on patient value co-creation. Therefore, this study uncovers the role of platform characteristics in online healthcare and deepens the value co-creation among patients in online healthcare platforms.
Thirdly, combing functional and emotional characteristics in online healthcare platform experiences, patient experiences were explored in a more comprehensive way in this study [
8,
20]. This study investigated patient experiences from two aspects—functional experience and emotional experiences, which enrich previous studies on patient experiences from a single perspective in online healthcare platforms [
39]. Moreover, the mediating roles of function experiences and emotion experiences are confirmed in the relationship between system characteristics and value co-creation behavior. It could be seen that the functional and emotional experiences of patients are both important in online healthcare platforms, the experiences further make positive effects on patient participation and citizenship behavior. Thus, this study considered the effect of patient experiences in value co-creation, which could help elicit value co-creation more comprehensively.
5.2. Practical Implications
Firstly, this study could help online healthcare platforms to co-create value with patients. Patient value co-creation is significantly important for online healthcare development and improvement. By analyzing the internal mechanism of value co-creation in online healthcare platforms, this study could help researchers understand the underlying mechanism of value co-creation and take measures to enhance patient experiences by creating value in online healthcare platforms.
Secondly, this study provides suggestions on characteristics for improvements in online healthcare platforms. Platform characteristics are vital for patient experience and further patient value co-creation. Information quality, peer communication, and system quality are all prominent for platform construction. Online healthcare platforms should try their best to enhance information quality and system quality, promoting peers to communicate fluently in the platform.
Thirdly, patient experiences should be focused on when providing online healthcare services. Functional experiences and emotional experiences reflect patient experiences in online healthcare platforms. In addition, patient experiences could influence value co-creation positively. Functional experiences and emotional experiences promote patients to participate in online healthcare, and patients could show citizenship behavior when they have excellent experiences in online healthcare platforms. Thus, enhancing patients’ functional and emotional experiences are of vital importance for online healthcare platform development.
6. Conclusions
This study explores the internal mechanism of value co-creation among patients in online healthcare platforms. It was shown that information quality, peer communication, and system quality could influence functional experiences and emotional experiences, which could further promote value co-creation among patients in online healthcare. This study enriches the investigations on value co-creation in online healthcare platforms, promoting online healthcare services. However, there are some limitations. Firstly, this study was limited to online healthcare platforms, and there needs to be a deeper analysis on other contexts to explore patient value co-creation more comprehensively. Neutrosophic statistics could help improve the study performance and lessen uncertainty [
40]. It is assumed that neutrosophic statistics could be used for future research to decrease uncertainty in this study [
41]. Secondly, this study does not consider the differences of patient value co-creation between males and females, which could not broaden the application to certain populations. In addition, other factors, such as national policies, were not included when investigating the mechanism of patient value co-creation; thus, factors from other perspectives should also be considered in future research studies. Thirdly, the role of platform design could not be neglected; thus, co-designs with patients in online healthcare platforms should be promoted and future studies could explore value co-creation from multiple perspectives.