Consumer Confusion Caused by Nutrition Apps in Product Healthiness Evaluation

Zečević, Mila; Gidaković, Petar; Žabkar, Vesna; Koklič, Mateja Kos

doi:10.15458/2335-4216.1300

Cited by 2 publications

(1 citation statement)

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“…Information similarity has a positive association with patient confusion 2.2.1.3 Information ambiguity. Ambiguous information in the form of complexity of products, dubious product claims, incorrect interpretation of attributes and inconsistent information has been seen to cause consumer confusion (Ze cevi c et al, 2022;Leek and Kun, 2006;Turnbull et al, 2000). Victoor et al (2012) in their review of hospital choice by patients have highlighted the ambiguous and contradictory nature of healthcare information which can lead to confusion.…”

Section: Drivers Of Patient Confusionmentioning

confidence: 99%

Healthcare decision making and choice: an empirical model of patient confusion

Chauhan

Sagar

2023

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PurposeConsumer confusion is an emerging phenomenon of interest that significantly drives choice behaviour. Considering the dearth of scholarly focus on confusion faced by consumers in a healthcare setting, this paper aims to conceptualize and validate a patient confusion model consisting of its drivers and outcomes.Design/methodology/approachDrawing upon adaptive decision-making framework and consumer confusion literature, patient confusion model has been developed. Empirical data of 310 patients from three private sector hospitals in India was collected through pen and paper survey administration. The hypothesized patient confusion model was tested using partial least squares structural equation modelling (PLS-SEM) to derive confirmatory results.FindingsThe results confirm the role of decision-making variables such as information overload, information similarity, information ambiguity, information asymmetry, patient involvement and physician-patient communication in the occurrence of patient confusion. A significant impact of confusion on switching intention was also confirmed, providing insights for healthcare managers.Practical implicationsThe effect of confusion on switching intention of consumers found through the present study holds significant implications from a healthcare management standpoint. Dissemination of credible information, improved communication between doctors and patients and creation of organized channels of health information provision also represent some of the notable implications for healthcare managers to mitigate patient confusion.Originality/valueThis study presents an empirically validated model of patient confusion creating a research agenda for theory development in this emerging area. Consumer confusion represents a core consumer behaviour problem that is of utmost significance in the healthcare sector. This paper is one of the first and early attempts to address this research problem.

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