| Several factors, including price competition, have resulted in efforts to increase the availability of publicly-reported information on health care quality. Objective market information is defined as independently-provided, publicly available, and standardized information on product or service classes. Research has focused on the use and effectiveness of this information in promoting consumer choice and has found that relatively few consumers report using the information.; However, economic, sociology and marketing theory suggest that only a small segment of consumers need to use the information in order for it to be effective. Personal influencers, such as opinion leaders and market mavens, are seen as playing an important role in disseminating this information to others. Research has shown that consumers prefer personal sources of information when selecting services high in experience and credence attributes.; This research investigates the role of personal influence in explaining information search and provision of information about health plans in general and objective market information specifically. An explanatory model of information search, which incorporates the variables of perceived risk, importance, knowledge/experience, and personal influence is assessed.; A cross-sectional design was used. Data were obtained from a convenience sample of 129 federal employees and annuitants who were enrolled in the Federal Employees Health Benefits Program using a Web-based survey.; The findings support the hypotheses that opinion leaders and market mavens are more likely to search for information and provide information to others. Bivariate analysis showed that opinion leaders and market mavens are more likely to use objective market information on health plans and that opinion leaders are more likely to provide information on health plan quality to others.; Implications for policy-makers, marketing academicians, health services researchers and practitioners are discussed. Suggestions for further research are identified. External validity is a major limitation of the study. Other limitations include statistical conclusion validity and measurement error. |
