Sadra Medical Journal

Developing a Fuzzy Interpretive Structural Model for Customer Privacy Protection in Online Healthcare Businesses

Document Type : Original Article

Authors

Zahra Sharifi 1
Mohammad Ali Keramati 2
Mehrzad Minooei 3

1 Department of Information Technology Management, Faculty of Management, Central Tehran Azad University, Tehran, Iran

2 Department of Financial Management, Faculty of Management, Central Tehran Azad University, Tehran, Iran

3 Information Technology Management, Faculty of Management, Central Tehran Azad University, Tehran, Iran

https://doi.org/10.30476/smsj.2026.104746.1583
Abstract
Introduction: With the rapid expansion of medical and healthcare services in the virtual space, safeguarding the confidentiality of users’ personal information has emerged as a fundamental and critical challenge. This study aimed to design a structured model for protecting consumer privacy in the field of electronic health, utilizing an integrated approach combining interpretive structural modeling and fuzzy logic.
Methods: This research was conducted with a participant pool comprising university professors and managers of medical equipment stores, employing purposive sampling with 12 participants. The research instrument was a researcher-designed questionnaire, and the data were analyzed using the fuzzy Delphi method with the assistance of MATLAB and MICMAC software.
Results: The findings identified 14 key components—including information technology security, access control, personalization services, and trust—which were organized in a seven-level hierarchical model. The results of the fuzzy interpretive structural modeling (FISM) indicated that certain factors acted as drivers and accelerators, while others were more influenced by these driving factors. Consequently, focusing on the driving factors could lead to the improvement of other system indicators.
Conclusion: The research findings indicated that the issue of privacy in the online health space was multidimensional and requires simultaneous attention to technical, managerial, and behavioral aspects. The proposed model could serve as a practical guide for managers of online health stores to increase customer trust by prioritizing security measures. It could also assist policymakers in developing more precise regulations for the protection of healthcare data. The integration of technical strategies with managerial and behavioral approaches could contribute to the enhancement of user privacy and security.
 

Keywords

Privacy؛ Equipment and Supplies؛ Digital Health؛ Decision Support Techniques؛ Models
Theoretical
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Sadra Medical Journal
Volume 14, Issue 1
Winter 2026
Pages 207-225

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