JMIR Publications

ABSTRACT

Background:

While some market reforms in health care seek to better engage consumers in health care purchasing, the process of health consumer behavior remains poorly understood.

Objective:

This study aimed to characterize the behaviors and sentiment of consumers who attempt to shop for health care services.

Methods:

Investigators utilized a semi-structured interview guide based on grounded theory and standard qualitative research methods to examine components of a typical shopping process in a sample of 54 insured adults. All interviews were systematically coded to capture consumer behaviors, barriers to shopping behavior, and sentiment associated with these experiences.

Results:

Participants most commonly described determining and evaluating options, seeking value, and assessing or evaluating value. 83% described engaging in negotiation regarding health care purchasing. Degree of positive sentiment expressed in the interview was positively correlated with identifying and determining health plan, provider, or treatment options, making the purchase decision, and evaluating the purchase decision. Conversely, negative sentiment was correlated with seeking value and making the purchase decision.

Conclusions:

Consumer shopping behaviors are prevalent in health care purchasing and can be mapped to established consumer behavior models.