Abstract
BACKGROUND: Online health communities have emerged to play an important role in delivering support to specific categories of patients. Therefore, the focus of this research is the investigation of satisfaction and engagement intention in online communities of support for patients experiencing a stigmatizing health condition. By integrating Channel Expansion Theory and Expectation-Confirmation Theory, we developed a predictive model to understand the relationships between perceived support, satisfaction, and engagement in online health communities. METHODS: Using a snowball sampling method, empirical data from 148 participants of online health communities were collected and analysed through means of structural equation modelling, considering the suitability to the sample size and its wide application in technology continuance intention research. RESULTS: The findings suggest that the relationship between perceived support and satisfaction is mediated by frequency of usage of online communities and individuals’ satisfaction has considerable influence on their consequent engagement. Moreover, this study highlights the moderating effect of mobile interaction on the relationship between perceived support and frequency of usage of online health communities such that the strongest association between perceived support and frequency of usage occurs for individuals who report higher usage of mobile devices to access the online community. CONCLUSIONS: Important managerial implications were drawn for improving participant satisfaction and maintaining engagement. Drawing on the findings online health communities play are an important source for support for stigmatized patients. Implications for decision-makers highlight the need to make those communities more accessible via mobile devices.