听力医疗保健中的客户原型
Jasleen Singh1, Sumitrajit Dhar1
1The Roxelyn and Richard Pepper Department of Communication Sciences and Disorders, Northwestern University, Evanston, IL.
American journal of audiology
|October 30, 2023
概括
确定了购买助听器的两个客户原型,揭示了不同的动机. 尽管在线或面对面的舒适度不同,但目前这两个群体都更喜欢面对面的听力医疗保健服务.
科学领域:
- 听力学 听力学是指听力学.
- 消费者行为 消费者行为
- 医疗保健服务研究 医疗服务研究
背景情况:
- 了解消费者的动机对于采用助听器至关重要.
- 之前的研究还没有在听取医疗保健购买决策时广泛探索不同的客户原型.
研究的目的:
- 识别影响助听器购买决策的独特客户原型.
- 分析选择面对面或在线购买助听器的动机.
主要方法:
- 基于对初次使用助听器的11个半结构面试,开发了一项消费者调查.
- 一份28项的在线问卷被分发给1377名50岁以上的美国居民,他们之前没有听力助听器的经验.
- 数据分析确定了开发客户原型的五个关键因素.
主要成果:
- 两种不同的客户原型出现了:那些对在线健康消费感到舒适的人和那些更喜欢面对面的互动的人.
- 关键影响因素包括医生信任,社交性,在线购买的舒适性,验证来源和依赖他人.
- 百分之八十四的受访者选择了面对面的听力医疗保健途径,无论他们的原型如何.
结论:
- 已识别的原型突出了数字健康参与的不同程度的舒适度.
- 目前,这两种原型都主要支持获得助听器的面对面模型.
- 未来的策略应该考虑这些原型,同时承认目前对人身护理的偏好.
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