Perceived value and pressure: drivers or barriers? A study on physicians’ continuous intentions in online health communities

Purpose The purpose of this paper is to explore the impact of multidimensional perceived value and perceived pressure on physicians’ continuous intention to use (CIU) online health communities (OHCs) based on perceived value (PV) theory and conservation of resources (COR) theory. Design/methodology/approach This study developed a research model to test the proposed hypotheses, and the proposed model was tested using partial least squares structural equation modelling (PLS-SEM) for which data were collected from 481 physicians with OHC experience using an online survey. Findings The empirical results show the following: (1) Physicians’ CIU is influenced by perceived value and perceived pressure, with attitude towards OHCs using (ATU) playing a crucial role in the pathways. (2) Additional value, work pressure, peer pressure and social pressure have a positive impact on CIU, with consultation value, relationship value, work pressure and peer pressure positively influencing CIU through ATU as a mediator. (3) Reputation value has a positive effect on CIU moderated by seniority (online seniority and offline seniority). Originality/value This study emphasises the importance of different dimensions of perceived value and perceived pressure in CIU. Meanwhile, we broaden the research scope of PV theory and COR theory and provide inspiration to OHC managers and healthcare institution managers.