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http://dx.doi.org/10.15207/JKCS.2016.7.5.181

A Study on the Analysis of Consumer Convergence Preferences for Healthcare Information Service in Social Media  

Kim, Kyoung-Hwan (Department of International Healthcare Administration, Catholic University of Daegu)
Publication Information
Journal of the Korea Convergence Society / v.7, no.5, 2016 , pp. 181-188 More about this Journal
Abstract
This study investigated consumer convergence preferences for healthcare information service in social media using the multi-attribute utility theory. The multi-attribute utility theory is an approach for compositional modeling attributes wherein researchers compute the overall service utility by aggregating the evaluation results for attribute values. We found that healthcare information service consumers in social media evaluate the service preference through the multi attributes - Update, Cost, Usefulness, Usability, Reliability. And the study shows that individual preference by estimating weight of each attribute in the services influences the service use intention. So we believe that estimating preferences with multi-attribute utility theory will predict business success of the services in a new media, and for a successful business of the social media services marketers should assess the consumer's preference using the multi-attributes.
Keywords
MAUT(Multi-Attribute Utility Theory); Social Media; Healthcare Information Service; Consumer Convergence Preference; Service Use Intention;
Citations & Related Records
Times Cited By KSCI : 16  (Citation Analysis)
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