The E-Health Consumer

The E-wellness ConsumerWilkins (1999, p. 30) summarizes the E- wellness consumer when he states thatIn this new era of consumerism in health care, consumers are going to take self- depart of in-formation about themselves and demand value in trade for it, much(prenominal) as better clinical out-comes and better service. The concept of the selective information-empowered consumer is growing rapidly, and the days in which save certain qualified medical professionals create and dis-seminate medical information are receding.Consumers seeking information about health-related information form more options today than they had in the past .Available technology provides consumers with more outlets to seek information with a sense of empowerment. . The internet is a source of easy and quick access to information including health information.The internet has reinvented the way consumers search for information and has influenced decision making process especially in the health care indust ry. In general, health care-related information seekers piece of tail be motivated in several ways. (Williams et al. (2003) highlights that people might be searching for information as a healthcare professional, as a consumer nerve-racking to diagnosis his illness or as a patient to complement information from a doctor or for general interest browsing.Several studies demonstrate that the search for health information online is increasing (Ahmann, 2000 Wilkins, 1999 Natesan, 2005). Consumers are accessing health-related web sites in growing numbers and finding information that were once protected. Larson et al. (2004) however claims that co online information search is perceived as being more risky than other channels of information by consumers (Larson et al., 2004).Moreover Tan-Torres ( 2000) points out that the inconsistency in the smell of e-health information is a matter of concern as there is an increasing number of websites which offer a large variety of information.Theref ore the consumer should be skeptical about all web sites, they should look for code of conduct labels or other quality labels that may communicate whether a site is reputable and should hatch to communicate with doctors or medical professionals openly about web site usage as a means of obtaining health care information.2.08 Will you usurp online procural of Medication? Role of cognitive factorsConsumers self-awareness underlies their rational planning of future purchase behaviours relative to perceived consequences. The application of socio-cognitive factors to consumers proclivity toward (or aversion to) Internet exchange processes is evidenced crossways a host of effects applications in the social sciences literature. In addition to cognitive and personality variables that do been explored as predictors of online behaviour such as neuroticism, venue of control, shyness, extroversion, and risk-aversion(Amichai-Hamburger Ben-Artzi, 2000AmichaiHamburger,Wainapel, Fox, 2002 Chak Leung, 2004 Gupta, Su, Walter, 2004) , there are other important cognitive factors, such as self-efficacy and objectivism, that influence consumers pharmaceutical procurance decisions via the Internet.2.8.1 Impact of Self edict on the procurement of medication online.Self-regulation is considered as an internal control mechanism that regulates souls behaviours (Bandura, 1986). Social cognitive theory posits that these internal control mechanisms influence both attitudes and behaviours. Higgins (1998) suggested that individuals with a promotion center on are more motivated by the benefits that allow accrue to them by taking executions, whereas people who are prevention revolve arounded depart place more importance on safety.Promotion tapered individuals use eager strategies, whereas those with prevention centering prefer vigilant strategies (Crowe Higgins, 1997). Online shopping has been associated with the prevention focus in individuals because of the security co ncerns and inherent risks (Miyazaki Fernandez, 2001 Fennis, Kerkhof, van Noort, 2006 van Noort, Kerkhof, Fennis, 2007). Moreover, Higgins (1998) stated that while self-regulation is not an inherent individual difference factor, it may still manifest differences across individuals.Online shopping has been associated with the prevention focus in individuals because of the security concerns and inherent risks (Miyazaki Fernandez, 2001 Fennis, Kerkhof, van Noort, 2006 van Noort, Kerkhof, Fennis, 2007). However in the case of shopping pharmaceuticals online it might not be similar. In the case of purchasing medications online from illegitimate Web pharmacies, consumers are voluntarily engaging in several potentially risk-laden decisions such as fear associated with online acquisition, hesitancy related to suppliers integrity and product quality and the qualms linked to selfinitiated rather than physician mediated health care decisions. Online shopping is often associated with conv enience, but this may not be the principal consideration in the case of self-initiated purchase of medication from online pharmacies.The predominant motivating factors in online pharmaceutical procurement are appeal reduction for medications and obtaining medications that are not easily accessible through brick-and-mortar retail pharmacy channels. Thus, it may be speculated that consumers are acting with a promotion focus rather than a prevention focus. According to regulatory focus theory (Higgins, 1998 Crowe Higgins, 1997 Zhou Pham, 2004), promotion focus is associated with the willingness to engage in risk-laden behaviours for specific goal attainment.2.8.2 Health Value its impact on online Procurement of medication.Health value has often been investigated as a moderator as well as an antecedent of health-related behavior (Jayanti Burns, 1998 Ugland, 1989 Tapler, 1996 Lau, Hartman, Ware, 1986). It is an individuals assessment of the value of engaging in health-related behav ior (Jayanti Burns, 1998). According to Rotter (1954), people who believe concurrently that they have control over their health and that they value their health are more likely to engage in health related behaviour than their contemporaries who do not.Higgins (2002) points out that promotion-focused decision shaper will consider promotion relevant value dimensions as more important, and vice versa in the case of prevention-focused decision makers. This means that the promotion-relevant aspects such as staying well-grounded will be considered in the decision to purchase from online pharmacies by promotion-focused consumers. On the other hand, prevention-focused consumers are more likely to focus on the negative aspects of the action (e.g., counterfeit drugs, reactions with other medications, lack of support of a doctor).2.8.3 Self Efficacy its impact on online procurement of medicationSelf-efficacy has been found to be a lucid predictor of health behaviour by many researchers (T apler, 1996 Janz Becker, 1984 Strecher et al., 1986 Block Keller, 1997 Jayanti Burns, 1998). However, its application has been limited to specific health conditions or diseases, and it has rarely been applied to a dramatic art such as online procurement of medications.An individuals promotion focus has been related to the higher self-efficacy associated with health behaviours by previous researchers (e.g., Keller, 2006).This means that consumers high in self-efficacy are willing to engage even in risky and new alternatives to achieve their objectives (Keller, 2006 Crowe Higgins, 1997).Thus, with reference to regulatory focus theory, one can argue that self-efficacious individuals will have a higher propensity to procure medications from online pharmacies as compared to the prevention-focused, low-self-efficacy group.Further, it has been argued that self-efficacy beliefs influence consumers choice behaviours (Bandura, 1986 Litt, 1988 Bagozzi, 1993), especially in challenging situ ations. These situations that call for self-driven coping may stimulate consumers to find ways and means to cope with the challenge, encouraging them to take actions that may even be perceived to be more risky. Rising costs and difficulties come to in procuring many medications through traditional channels of distribution present todays health care consumers with such challenging situations. Online procurement of medication is seen by consumers as a self-driven coping strategy aimed at cost containment and waiting-time reduction (for doctors prescriptions) (Erdem Chandra, 2003). However, safety, ethical, and legal concerns associated with the online procurement of medications suggests that a consumer with low self-efficacy may be less(prenominal) willing to purchase medications online compared to those possessing high levels of self-efficacy2.8.4 Health Locus of Control its impact on the procurement of online medication.Health locus of control refers to the perception of control lability in health-related situations. Since perceived control has been found to influence behaviour (Skinner, 1996 Sprott, Brumbaugh, Miyazaki, 2001), it is important to understand how health locus of control would influence consumer behaviour related to procuring medications online (i.e., channel choice).Wallston, Wallston, and DeVellis (1978) conceptualized it as a three dimensional construct consisting of internal, mighty others, and chance dimensions. These three dimensions are distinguished from each other ground on who the person ascribes the responsibility for his/her health to. If he/she believes that his/her own actions dictate his/her health, the person is considered to have a high internal health locus of control. Similarly, the person who believes his/her health to be dependent on a powerful other, such as a physician, will be high in powerful others health locus of control. The belief that health results by chance is categorize as chance health locus of control. Ro tter (1975) stated that the three dimensions of health locus of control can be categorized based on their internal or extraneous orientations.According to Rotter (1975), the three dimensions of health locus of control can be categorized based on their internal or external orientations. The categorizations of individuals into internals and externals is based on whether they perceive that the results (of their behaviours) are dependent on themselves (internal locus of control) or outside their control (external locus of control) (Rotter,1966 Strickland, 1978 Norman Bennett, 1996 Armitage, 2003 Wallston, Wallston, DeVellis, 1978).According to Rajasree and Lou E.( 2009) online procurement of medications, due to its inherent risk content, may be a health behaviour that is likely to be avoided by consumers with external locus of control (i.e., powerful others health locus of control and chance health locus of control). If a person believes in the ability of a powerful other (e.g., his p hysician) to deal with the problem (illness), she/he is likely to rely on the physicians advice rather than procure medications online by her/himself. Similarly, consumers with high chance health locus of control are less likely to try their luck by buying from unknown sources. Health locus of control is just a domain specific form of control. Therefore, it can be speculated that consumers high in internal health locus of control will seek to buy online, as it gives them more control over their purchases. These control factors include cost savings, expansive product choice, and even additional medication accessibility. In accord with regulatory focus theory, consumers with internal locus of control (i.e., promotion-focused individuals) are willing to take risks and try new options to achieve their goals of obtaining medication that will alleviate their problems.2.8.5 Objectivism its impact on the procurement of online medicationAccording to Leary et al. (1986), objectivism is the t endency to base ones judgments and beliefs on empirical information and rational considerations (p. 36). Individuals who are objective in nature will place more emphasis on information obtained from empirical supports during decision making.Regulatory focus theory suggests that prevention-focused individuals are more concerned with security, safety, and protection in general (Higgins, 1998 Higgins Spiegel, 2004). Pham and Avnet (2004) assert that promotion-focused individuals rely more on affective information rather than objective information. Thus, it can also be argued that since objectivism is more associated with prevention focus rather than promotion focus, objective consumers may stay away from online procurement of drugs.2.8.6 Gender, Income, Educational Status and Insurance Status impact on online medication procurementMany studies have identified the gender differences that exist in health care consumption behaviors (e.g., Conner Norman, 1996 Stelmach et al., 2004 Green Pope, 1999). These studies find women to be more proactive in seeking health care services and to be more involved in health-related behaviors. On the other hand, online shopping literature finds men to have a greater propensity to shop online than women (Otnes McGrath, 2001 Shim, Eastlick, Lotz, 2000 Briones, 1998 Rajamma Neeley, 2005). Garbarino and Strahilevitz (2004) stated that one reason for this difference could be the higher perception of risk associated with buying online among womenVery few studies have examined the influence of income, educational status, or insurance status on the consumers propensity to procure medications online. One of the motivating factors for any consumer in procuring medications online is the lower cost. The termination from this argument is that lower-income consumers may prefer procuring medications online than their higher-income counterparts. However, it is to be noted here that the lower income consumers may not always have Internet acc ess (Jump for Web prescription drug Sales, 2004) and may not have the knowledge or familiarity with the different technologies involved to be successful Internet shoppers.Rajasree and Lou E. (2009) stated that in spite of the hypothesized differences across consumers with reckon to their propensity to procure medications online based on income and level of education, no differences are expected based on consumers insurance coverage. Low-income consumers are less likely to have insurance coverage than higher income consumers. Consumers without insurance coverage are likely to abstain from buying medications from brick-and-mortar or Internet-based pharmacies as far as they can assistance it, since they have to pay for it anyway. On the other hand, consumers with insurance coverage are likely to be indifferent to where they buy the medications, as their insurance covers the cost.