Abstract

Medical-sharing business model is a new thing under the recent engines of both institution and market progress, showing its potential for better value creation, yet having difficulties in acquiring trust from patients. Available studies have paid limited attention to this new business model, leaving its trust building process beyond the scope of nuanced attention. By analyzing a case of D&U platform, this study examines the process of trust building, which includes two critical stages: initial trust and stable trust. Our in-depth case study recognizes the carryover effect and word-of-mouth effect in the stage of initial trust and stable trust respectively. Our findings also show that the trust building, on the one hand, is beneficial to the innovation in the way of creating value, and on the other hand, is helpful for the innovation in the source of value. Therefore, the former type of innovation develops its effect on the ecological advantage, while the later innovation is conducive to the cost governance advantage.

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