Patient value co-creation in online health communities : Social identity effects on customer knowledge contributions and membership continuance intentions in online health communities

Purpose – Patient value co-creation represents a key research priority and an essential determinant of health care service outcomes. Yet few studies empirically examine the factors that motivate patients to participate actively in value co-creation. The purpose of this paper is to seek to identify the motivators of such activities in online health communities (OHC) and examine their specific and unique effects. Design/methodology/approach – A netnographic study helps identify the motivators that drive patients’ value co-creation activities in OHCs. The combination of these results with social identity theories suggest the hypotheses; mediation analyses test the hypothesized model with data collected from eight OHCs that address both life-threatening and non-life-threatening illnesses. Findings – The netnographic results show that social identity drives patients’ value co-creation activities. Interactions among OHC members and the cognitive resources of the OHC both contribute to the development of its social identity. Furthermore, benevolence trust, shared vision, and shared language determine how likely an OHC member is to identify with a particular OHC, which further influences his or her value co-creation activities in that OHC. Originality/value – Although value co-creation is critical to the health care sector, few studies examine antecedents of patient value co-creation empirically. This study represents an initial attempt to do so by combining innovative netnographic analyses with mediation analyses.