The Segment Matrix Analysis on Digital Divide in EHealth Services across Internet Security, Satisfaction in EEnvironment, and Life Promotion by EServices
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Abstract
Background: Digital divide usually refers to access or usage, as well as to want, and adoption of eHealth services. Following the three main integrated stages of the innovation diffusion theory, the awareness, want, and adoption gap ratio (AWAG) segment matrix can measure the digital divide in detail from the perspective of the customer segment. Most research focused on the digital divide across demographic variables; however, psychological concerns regarding Internet security, satisfaction in eEnvironment, and life promotion by eService will also affect the behavior of Internet users.
Objective: This objective of this study is to discuss the digital divide across psychological concerns regarding Internet security, satisfaction in eEnvironment, and life promotion by eService. Employing the AWAG segment matrix, we compared the digital divide among different psychological concern groups.
Methods: We gathered by telephone 3,074 Taiwanese respondents, aged 15 years and older. The stratified simple random sampling method with sample size allocation proportionate to the population distribution in 23 cities and counties (strata) was used. The Questionnaire consists of 19 questions, including six questions for awareness, want, and adoption of digital medical service (DMS) and digital home care service (DHCS), two questions regarding Internet security, one question about satisfaction of eEnvironment, one question on life promotion by eService, seven questions for demographics, and two questions for computer ownership and Internet access.
Results: Using the AWAG segment matrix, first, the two-dimensional cross of the awareness and want segment matrices was divided into four categories: open, desire-deficiency, perception-deficiency, and closed groups. Second, based on the degrees of awareness and want, each category was further divided into four subcategories. Results showed that for both eHealth services, digital divides on awareness, want, and adoption existed across Internet security, as well as among the different satisfaction levels of eEnvironment and among different levels of life promotion by eService. With regard to the analysis of the AWAG segment matrix for DMS, most of the segments were positioned in the opened general or opened want-bias groups. With respect to DHCS, the segments were separately positioned in the opened general, perception-deficiency general, and closed groups. However, adoption does not closely follow people’s awareness or want in eHealth services. Large digital divides in adoptions exist in DHS (with an adoption gap ratio that ranges from 36.7% to 68.2%); People with the highest satisfaction level in eEnvironment have the highest adoption gap ratio (68.2%) in DMS. Large digital divides in adoptions also exist in DHCS (with an adoption gap ratio ranging from 75.2% to 100.0People with higher satisfaction on Internet security, eEnvironment, or life promotion by eService have lower adoption gap ratios in DHCS.
Conclusions: In general, people showing high satisfaction in Internet security or eEnvironment or availed of life promotion by eService have more open attitude to eHealth services. With respect to DMS, strong adoption promotion strategy should be focused in the segment of people with the highest satisfaction level in eEnvironment. With respect to DHCS, people with higher satisfaction on Internet security, eEnvironment, or life promotion by eService have lower adoption gap ratios, even so, their awareness and want rates are not high enough; thus, strategies to continuously spread awareness and to enhance want should be maintained.
Objective: This objective of this study is to discuss the digital divide across psychological concerns regarding Internet security, satisfaction in eEnvironment, and life promotion by eService. Employing the AWAG segment matrix, we compared the digital divide among different psychological concern groups.
Methods: We gathered by telephone 3,074 Taiwanese respondents, aged 15 years and older. The stratified simple random sampling method with sample size allocation proportionate to the population distribution in 23 cities and counties (strata) was used. The Questionnaire consists of 19 questions, including six questions for awareness, want, and adoption of digital medical service (DMS) and digital home care service (DHCS), two questions regarding Internet security, one question about satisfaction of eEnvironment, one question on life promotion by eService, seven questions for demographics, and two questions for computer ownership and Internet access.
Results: Using the AWAG segment matrix, first, the two-dimensional cross of the awareness and want segment matrices was divided into four categories: open, desire-deficiency, perception-deficiency, and closed groups. Second, based on the degrees of awareness and want, each category was further divided into four subcategories. Results showed that for both eHealth services, digital divides on awareness, want, and adoption existed across Internet security, as well as among the different satisfaction levels of eEnvironment and among different levels of life promotion by eService. With regard to the analysis of the AWAG segment matrix for DMS, most of the segments were positioned in the opened general or opened want-bias groups. With respect to DHCS, the segments were separately positioned in the opened general, perception-deficiency general, and closed groups. However, adoption does not closely follow people’s awareness or want in eHealth services. Large digital divides in adoptions exist in DHS (with an adoption gap ratio that ranges from 36.7% to 68.2%); People with the highest satisfaction level in eEnvironment have the highest adoption gap ratio (68.2%) in DMS. Large digital divides in adoptions also exist in DHCS (with an adoption gap ratio ranging from 75.2% to 100.0People with higher satisfaction on Internet security, eEnvironment, or life promotion by eService have lower adoption gap ratios in DHCS.
Conclusions: In general, people showing high satisfaction in Internet security or eEnvironment or availed of life promotion by eService have more open attitude to eHealth services. With respect to DMS, strong adoption promotion strategy should be focused in the segment of people with the highest satisfaction level in eEnvironment. With respect to DHCS, people with higher satisfaction on Internet security, eEnvironment, or life promotion by eService have lower adoption gap ratios, even so, their awareness and want rates are not high enough; thus, strategies to continuously spread awareness and to enhance want should be maintained.
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