Understanding “Consumer Health Goals” in Health-Related Services: Identification of Dimensions through Qualitative Data Analysis and Impacts on Continued Use

Abstract

Social demand and consumer interest in health are high. There are significant expectations and strong demand for health-related services that contribute to primary prevention and the extension of healthy life expectancy. However, the ambiguity of “health” makes it difficult for consumers to establish clear goals, posing challenges in promoting the use of health-related services. This study examines these goals from the perspective of customer-dominant logic. The ultimate objectives consumers seek to achieve through health are defined as Consumer Health Goals (CHGs). These goals are assumed to play a central role in the customer ecosystem. A qualitative analysis of 1,479 open-ended responses identified the dimensions of CHGs. Furthermore, a longitudinal analysis of a four-year follow-up survey examined the impact of goal clarity on continued service utilization. The structure of CHGs was clarified, revealing a diverse set of goals consisting of eight primary dimensions and 35 sub-dimensions, categorized along two value orientations: “Personal vs. Social” and “Growth vs. Self-Protection.” The hierarchical structure between CHGs and service utilization suggests that Behavior Change Theory can explain the positive impact of goal clarity on service utilization.