Evolving Healthcare Practices: A Meta-Analytic Review of Value Co-Creation's Impact on Consumer Adherence
(A2024-119526)

AUTHORS

Jiancai Liao, Aalto University; Petra Paasonen, Aalto University School of Business; Sanna-Katriina Asikainen, Aalto University; Tomas Falk, Aalto University

ABSTRACT

This article explores the impact of value co-creation (VC) on consumer adherence in healthcare, employing self-determination theory (SDT) to analyze the dynamics between consumer autonomy and healthcare outcomes. The study conducts a comprehensive literature review and meta-analysis, identifying four types of VC: Assisted VC, Collaborative VC, Customer-Driven VC, and Provider- Driven VC. It tests seven hypotheses, considering factors like consumer age, gender, and cultural traits, to understand how these variables interact with provider dominance in VC. The interaction analysis reveals significant effects based on consumer characteristics and cultural context. For instance, the effectiveness of provider-led VC strategies diminishes in contexts with older participants or higher female presence. Additionally, in cultures with higher power distance, provider-led strategies appear more effective, whereas in individualistic societies, they may be less so. Practically, the study advises healthcare providers to develop customer-centric approaches and personalized care models. It emphasizes the role of digital health policies in enhancing consumer engagement and autonomy. Despite its comprehensive approach, the study acknowledges limitations like the reliance on existing literature. Future research could incorporate primary data, explore VC in other domains, and investigate the longitudinal effects of VC on individual health and well-being.