How has the continuous participation intention of patients been constructed in online healthcare communication? A closer look at the value of cocreation

This study aimed to investigate the influence of service-dominant logic theory in the administration of online healthcare communities (OHCs) by healthcare institutions. Improving service quality and operational efficiency is intended to have managerial implications. Data collection was performed via a survey made available online to 503 members of Vietnam’s OHCs. Partial least squares structural equation modeling was used for path analysis. The findings demonstrate that social exclusion has a moderating effect on participation intention, whereas value cocreation acts as a mediating factor. The COVID-19 pandemic helped healthcare organizations’ administrators and strategists better understand online communication. Our data encompassed the effects of the phases of the COVID-19 pandemic. This study contributes to the literature by applying value cocreation theory to understand user behavior, especially in the field of health institutions management. It focuses on the experiential components of value and dynamic conditions to obtain deeper insights into online healthcare.