Innovációorientáció és fogyasztói kimenetek az egészségügyben: páciensközpontú klaszterezés
Innovation Orientation and Consumer Outcomes in Healthcare: A Patient-Centered Clustering Approach

Summary/Abstract: This study examines how patients’ innovation-related attitudes, their preference for personalization, and their expectation of physician up-to-dateness relate to (a) willingness to pay and (b) preference for personalized interventions. It asks whether patients’ innovation orientation is associated with willingness to pay and with choosing a personalized procedure. I conducted a cross-sectional, quantitative survey. Using an online questionnaire (n=181), I measured the key constructs on five-point Likert scales. In SPSS 26.0 I performed TwoStep clustering (log-likelihood distance; BIC-based automatic cluster selection) with robustness checks (fixed two-cluster rerun; random case order; Cohen’s kappa agreement). Outcomes (willingness to pay; preference for a personalized intervention) were tested with cross-tabulations (χ², Cramér’s V). I estimated a binary logistic regression for willingness to pay with demographic controls, and assessed discrimination using ROC/AUC. Innovation was treated in a type-neutral way (digital, procedure/device, care organization), focusing on common attitudinal dimensions. The clustering yielded two stable groups. Members of the “higher innovation orientation” cluster reported greater willingness to pay. The logistic model fitted well; the cluster effect was significant and discrimination was acceptable to good. Preference for a personalized intervention was likewise stronger in this cluster, a result corroborated by sensitivity analyses. Providers should target segments by attitude: for innovation-oriented patients communicate evidence-based outcomes and offer modular, personalized packages; for more conservative patients emphasize the safety and cost–benefit of standard procedures. Introduce a brief, standardized “innovation information” protocol, pilot implementation with measurable KPIs, and messaging that makes physician up-to-dateness visible.

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