تجربه خرید آنلاین مشتریان از خدمات سلامت در دوران پاند‌می کووید-19: پدیدارشناسی تفسیری
الموضوعات :
الناز پهلوانی
1
(دانشجوی دکتری، گروه مدیریت بازرگانی، واحد علوم تحقیقات، دانشگاه آزاد اسلامی، تهران)
روح ا... زابلی
2
(دانشیار، گروه مدیریت خدمات بهداشتی درمانی، دانشگاه علوم پزشکی بقیه الله، تهران، ایران)
الکلمات المفتاحية: خدمات سلامت, خرید آنلاین, پدیدارشناسی تفسیری, کووید-19,
ملخص المقالة :
مقدمه: سلامت الکترونیک، استفاده مقرون به‌صرفه و امن از فناوری‌های اطلاعاتی و ارتباطاتی برای پشتیبانی از سلامت و زمینه‌های مرتبط است. این مطالعه با هدف تبیین تجربه خرید آنلاین مشتریان از خدمات سلامت در کووید-19 انجام گردید. روش پژوهش: این مطالعه یک پژوهش کیفی بود که با روش پدیدارشناسی تفسیری انجام گرفت. مشارکت کنندگان افرادی بودند که تجربه خرید آنلاین خدمات سلامت را داشتند. انتخاب نمونه بصورت هدفمند و به روش نمونه‌گیری در درسترس انجام گرفت. روش گردآوری داده‌ها مصاحبه‌های عمیق و نیمه ساختار یافته بود. تحلیل مصاحبه‌های بر اساس روش پدیدارشناسی تفسیری اسمیت با نرم افزار Max.QDA انجام گردید. برای افزایش قابلیت اعتماد و اطمینان، مقایسه مداوم بین مقولات و زیر مقولات، کدگذاری همتایان و تایید مشارکت کنندگان و توافق کدگذاری داخلی انجام گرفت. یافته‌ها: تحلیل تجارب زیسته مشارکت کنندگان در ده تم کلی و 37 زیر مقوله طبقه بندی شد که عبارت بودند از آموزش آنلاین و ارتقای سلامت، توسعه مراقبت‌های تسکینی، بهبود خدمات مراقبت درمنزل، سواد الکترونیک سلامت، رضایت نسبی گیرنده خدمت، ساماندهی تیم‌های درمانی، نگرش و پذیرش مثبت خدمات آنلاین سلامت، اقتصاد خدمات آنلاین سلامت، اضطراب سلامتی، تبلیغات آنلاین و ترویج سلامت. نتیجه‌گیری: خدمات آنلاین سلامت در مراقبت‌های تسکینی، مراقبت‌های در منزل، مراقبت‌های سالمندی با محدودیت‌های کمتری مواجه است. پیشنهاد می‌گردد تا با فرهنگ‌سازی و توسعه سواد الکترونیکی سلامت، استفاده از تکنیک‌های بازاریابی آنلاین در حوزه سلامت و عقد قرارداد مشاوره با بازاریابی آنلاین اثربخشی این خدمات افزایش یابد.
1- Li S. How Does COVID-19 Speed the Digital Transformation of Business Processes and Customer Experiences? Review of Business, 2021; 41(1): 1-14.
2- Fudzi M, Wan FH, Ismail S, Syed SF. Online Shopping Behaviour Attributes During Covid-19 In Malaysia International Conference on Economics, Entrepreneurship and Management,. Feb 28; 2021
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9- Fortwengel J. Coronavirus: Three ways the crisis may permanently change our lives. The Conversation; 2020.
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14- Sreejesh S, Sarkar JG, Sarkar A. Digital healthcare retail: role of presence in creating patients' experience. International Journal of Retail & Distribution Management; 2021.
15- Alanezi F. Factors affecting the adoption of e-health system in the Kingdom of Saudi Arabia. International Health, 2021; 13(5): 456-70.
16- Zhang X, Guo X, Lai K-h, Yin C, Meng F. From offline healthcare to online health services: The role of offline healthcare satisfaction and habits. Journal of Electronic Commerce Research, 2017; 18(2): 138-54.
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21- WHO. E-health 2019 [cited 2022 1/22]. Available from: http://www.emro.who.int/health-topics/ehealth/.
22- Paul E, Brown GW, Ridde V. COVID-19: time for paradigm shift in the nexus between local, national and global health. BMJ global health, 2020; 5(4): e002622.
23- Rosen CB, Joffe S, Kelz RR. COVID-19 moves medicine into a virtual space: a paradigm shift from touch to talk to establish trust. Annals of surgery, 2020; 272(2): e159.
24- Han AY, Miller JE, Long JL, St John MA. Time for a paradigm shift in head and neck cancer management during the COVID-19 pandemic. Otolaryngology–Head and Neck Surgery, 2020; 163(3): 447-54.
25- Rampal L, Liew B. Malaysia's third COVID-19 wave-a paradigm shift required. The Medical Journal of Malaysia, 2021; 76(1): 1-4.
26- Sahu KK, Lal A, Mishra AK. Latest updates on COVID‐2019: A changing paradigm shift. Journal of medical virology; 2020.
27- Monaghesh E, Hajizadeh A. The role of telehealth during COVID-19 outbreak: a systematic review based on current evidence. BMC Public Health, 2020; 20(1): 1-9.
28- Arora T, Grey I. Health behaviour changes during COVID-19 and the potential consequences: A mini-review. Journal of Health Psychology, 2020; 25(9): 1155-63.
29- Zwanka RJ, Buff C. COVID-19 generation: A conceptual framework of the consumer behavioral shifts to be caused by the COVID-19 pandemic. Journal of International Consumer Marketing, 2021; 33(1): 58-67.
30- Kusumasari B, Setianto WA, Pang LL. A study on digital democracy practice: Opportunities and challenges of e-Health implementation in Indonesia. Jurnal Ilmu Sosial Dan Ilmu Politik, 2018; 22(1): 1.
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_||_1- Li S. How Does COVID-19 Speed the Digital Transformation of Business Processes and Customer Experiences? Review of Business, 2021; 41(1): 1-14.
2- Fudzi M, Wan FH, Ismail S, Syed SF. Online Shopping Behaviour Attributes During Covid-19 In Malaysia International Conference on Economics, Entrepreneurship and Management,. Feb 28; 2021
3- Yadav J, Misra M, Ranjan A. Online Shopping Behavior during COVID-19 Pandemic: An Indian Perspective. Available at SSRN 3874348; 2021.
4- Andruetto C, Bin E, Susilo Y, Pernestål A. Transition from physical to online shopping alternatives due to the COVID-19 pandemic. arXiv preprint arXiv:210404061; 2021.
5- Becker L, Jaakkola E. Customer experience: fundamental premises and implications for research. Journal of the Academy of Marketing Science, 2020; 48(4): 630-48.
6- Trevinal AM, Stenger T. Toward a conceptualization of the online shopping experience. Journal of Retailing and Consumer Services, 2014; 21(3): 314-26.
7- Bhattacharya A, Srivastava M, Verma S. Customer experience in online shopping: a structural modeling approach. Journal of Global Marketing, 2019; 32(1): 3-16
8- Holmlund M, Van Vaerenbergh Y, Ciuchita R, Ravald A, Sarantopoulos P, Ordenes FV, et al. Customer experience management in the age of big data analytics: A strategic framework. Journal of Business Research, 2020; 116: 356-65.
9- Fortwengel J. Coronavirus: Three ways the crisis may permanently change our lives. The Conversation; 2020.
10- Lee SM, Lee D. Opportunities and challenges for contactless healthcare services in the post-COVID-19 Era. Technological Forecasting and Social Change, 2021; 167: 120712.
11- Marin A. Technology Feature| Telemedicine takes center stage in the era of COVID-19. Science, 2020; 370(6517): 731-3.
12- Global Market Insights, 2020.[cited 2022 1/22]. Available from: https://www.gminsights.com/.
13- Lee D. Effects of key value co-creation elements in the healthcare system: focusing on technology applications. Service Business, 2019; 13(2): 389-417.
14- Sreejesh S, Sarkar JG, Sarkar A. Digital healthcare retail: role of presence in creating patients' experience. International Journal of Retail & Distribution Management; 2021.
15- Alanezi F. Factors affecting the adoption of e-health system in the Kingdom of Saudi Arabia. International Health, 2021; 13(5): 456-70.
16- Zhang X, Guo X, Lai K-h, Yin C, Meng F. From offline healthcare to online health services: The role of offline healthcare satisfaction and habits. Journal of Electronic Commerce Research, 2017; 18(2): 138-54.
17- Center E-CD. Iran Electronic Commerce Annual Report 2020 [cited 2022 1/22]. Available from: https://www.ecommerce.gov.ir/index.aspx?&siteid=1&pageid=338.
18- Smith JA, Shinebourne P. Interpretative phenomenological analysis: American Psychological Association; 2012.
19- Eatough V, Smith JA. Interpretative phenomenological analysis. The Sage handbook of qualitative research in psychology, 2008; 179: 194.
20- Alase A. The interpretative phenomenological analysis (IPA): A guide to a good qualitative research approach. International Journal of Education and Literacy Studies, 2017; 5(2): 9-19.
21- WHO. E-health 2019 [cited 2022 1/22]. Available from: http://www.emro.who.int/health-topics/ehealth/.
22- Paul E, Brown GW, Ridde V. COVID-19: time for paradigm shift in the nexus between local, national and global health. BMJ global health, 2020; 5(4): e002622.
23- Rosen CB, Joffe S, Kelz RR. COVID-19 moves medicine into a virtual space: a paradigm shift from touch to talk to establish trust. Annals of surgery, 2020; 272(2): e159.
24- Han AY, Miller JE, Long JL, St John MA. Time for a paradigm shift in head and neck cancer management during the COVID-19 pandemic. Otolaryngology–Head and Neck Surgery, 2020; 163(3): 447-54.
25- Rampal L, Liew B. Malaysia's third COVID-19 wave-a paradigm shift required. The Medical Journal of Malaysia, 2021; 76(1): 1-4.
26- Sahu KK, Lal A, Mishra AK. Latest updates on COVID‐2019: A changing paradigm shift. Journal of medical virology; 2020.
27- Monaghesh E, Hajizadeh A. The role of telehealth during COVID-19 outbreak: a systematic review based on current evidence. BMC Public Health, 2020; 20(1): 1-9.
28- Arora T, Grey I. Health behaviour changes during COVID-19 and the potential consequences: A mini-review. Journal of Health Psychology, 2020; 25(9): 1155-63.
29- Zwanka RJ, Buff C. COVID-19 generation: A conceptual framework of the consumer behavioral shifts to be caused by the COVID-19 pandemic. Journal of International Consumer Marketing, 2021; 33(1): 58-67.
30- Kusumasari B, Setianto WA, Pang LL. A study on digital democracy practice: Opportunities and challenges of e-Health implementation in Indonesia. Jurnal Ilmu Sosial Dan Ilmu Politik, 2018; 22(1): 1.
31- Nasiri M, Vazifedoost H, Nasimi MA, Didekhani H. effective factors on health during online shopping with the approach of customer spurt Corona the cocona. Journal of Healthcare Management, 2021; 12(39): 37-52 .[persian]
