Telemedicine and direct to consumer advertising attitudes and the future of telehealth: Women report telemedicine as a comfortable option for accessing birth control.

Q3 Health Professions

Health Marketing Quarterly Pub Date : 2023-07-01 DOI:10.1080/07359683.2022.2092377

Erika Katherine Johnson

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引用次数: 2

Abstract

Purpose: This paper addresses what variables predict and mediate relationships involving accessing telemedicine in the form of online birth control websites that are often advertised online on social media.

Basic procedures: This is a survey study of N = 252 under 60 women (M_age = 24.71); multiple linear regression and mediation analyses were done to examine the influence of IBM variables on behavioral intentions.

Main findings: Women who currently use contraceptives report comfort and likelihood to use telemedicine services if they have positive attitudes about telemedicine and DTC advertising. Comfort with using an online contraceptive prescription service mediated the relationship between contraceptive use and likelihood to use telemedical services and between positive telemedicine attitudes and likelihood.

Principal conclusions: Women who are positive about telemedicine and DTC ads are comfortable using these resources, and comfort is a salient mediator. Comfort and its antecedents are important predictors and facilitators of telemedicine intentions and behaviors. Using telemedicine can improve the patient experience by offering alternatives to face-to-face visits (i.e., removing barriers to provider-to-patient communication).

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远程医疗与直接影响消费者广告态度和远程保健的未来:妇女报告远程医疗是获得节育的舒适选择。

目的:本文探讨了哪些变量预测和调解了以社交媒体上经常在线广告的在线节育网站形式访问远程医疗的关系。基本程序:这是一项调查研究，N = 252名60岁以下女性(Mage = 24.71);采用多元线性回归和中介分析来检验IBM变量对行为意图的影响。主要发现:目前使用避孕药具的妇女报告说，如果她们对远程医疗和DTC广告持积极态度，她们会感到舒适并有可能使用远程医疗服务。使用在线避孕处方服务的舒适度在避孕药具使用与使用远程医疗服务的可能性之间以及积极的远程医疗态度与可能性之间的关系中起中介作用。主要结论:对远程医疗和DTC广告持积极态度的女性在使用这些资源时感到舒适，并且舒适是显著的中介。舒适及其前因是远程医疗意向和行为的重要预测因子和促进因素。使用远程医疗可以通过提供面对面访问的替代方案(即消除提供者与患者沟通的障碍)来改善患者体验。

本文章由计算机程序翻译，如有差异，请以英文原文为准。

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来源期刊

Health Marketing Quarterly Health Professions-Health Professions (all)

CiteScore

2.10

自引率

0.00%

发文量

期刊介绍： Health Marketing Quarterly is directed at academicians and practitioners who are concerned with the concepts, practice, and research of health care marketing in today"s complex environment. The journal addresses important contemporary issues in the use of marketing by health care organizations like hospitals, individual practitioners, and public health care organizations. This includes the use of marketing to promote, position, deter, enhance health care organizations/issues, and the development of the marketing literature on both a conceptual and empirical basis.