Start Date
11-8-2016
Description
Organizations worldwide have been widely utilizing Internet and networking technologies to reach out the potential customers and positively impact its business outcomes. By signaling its quality- and behavior-related characteristics to online users, hospitals, are able to reduce information asymmetry and positively impact the hospital selection process. To facilitate the signaling process, many commonly rely on the third-party web tracking (TPWT) technologies. This study seeks to answer if the benefits of online engagement though TPWT are substantial enough to outweigh the potential risks associated with it. The preliminary results indicate: (1) web tracking significantly impacts the business value; and (2) its direction and magnitude vary depending on the tracker type (i.e., the impact of ad networks is negative (-18%), and that of customer engagement and website analytics is positive (25% and 55%, respectively).
Recommended Citation
Ivanov, Anton and Sharman, Raj, "Exploring the Impact of Third-Party Web Tracking on the Healthcare Providers’ Business Value" (2016). AMCIS 2016 Proceedings. 14.
https://aisel.aisnet.org/amcis2016/Health/Presentations/14
Exploring the Impact of Third-Party Web Tracking on the Healthcare Providers’ Business Value
Organizations worldwide have been widely utilizing Internet and networking technologies to reach out the potential customers and positively impact its business outcomes. By signaling its quality- and behavior-related characteristics to online users, hospitals, are able to reduce information asymmetry and positively impact the hospital selection process. To facilitate the signaling process, many commonly rely on the third-party web tracking (TPWT) technologies. This study seeks to answer if the benefits of online engagement though TPWT are substantial enough to outweigh the potential risks associated with it. The preliminary results indicate: (1) web tracking significantly impacts the business value; and (2) its direction and magnitude vary depending on the tracker type (i.e., the impact of ad networks is negative (-18%), and that of customer engagement and website analytics is positive (25% and 55%, respectively).