Internal or External Word-of-Mouth (WOM), Why Do Patients Choose Doctors on Online Medical Services (OMSs) Single Platform in China?
Internal or External Word-of-Mouth (WOM), Why Do Patients Choose Doctors on Online Medical Services (OMSs) Single Platform in China?
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DOI：
10.3390/ijerph192013293
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发表时间：
2022-10-15
影响因子：
--
通讯作者：
Pan, Ting
中科院分区：
文献类型：
--
作者：
Shen, Jiang;An, Bang;Xu, Man;Gan, Dan;Pan, Ting
(1)背景：口碑会影响患者在网上医疗服务中对医生的选择。以往的研究探讨了在线医疗社区（OHC）内部口碑与患者选择医生之间的关系。目前缺乏对OMS外部口碑和职位排名的研究。(2)方法：我们开发了一个经验模型的基础上的数据，4435名医生从一个领先的在线医疗社区在中国。本研究探讨医院内外部口碑对患者选择医生的影响，探讨医院内外部口碑的交互作用及医生职位排名的调节作用。(3)结果如下：内部和外部口碑对患者选择医生都有正向影响，内部口碑与第三方口碑之间存在显著的正向交互作用，而内部口碑与亲属口碑、内部口碑与医生口碑之间的交互作用均不显著。医生的职位排名显著增强了内部口碑的影响，但削弱了医生推荐对患者选择医生的影响。(4)研究结果强调了外部口碑研究在OMS中的重要性，并认为内部口碑的适度性可能与外部口碑的可信度和可及性有关，而医生职位排名的影响可以通过信息搜索成本来解释。
(1) Background: Word-of-mouth (WOM) can influence patients’ choice of doctors in online medical services (OMSs). Previous studies have explored the relationship between internal WOM in online healthcare communities (OHCs) and patients’ choice of doctors. There is a lack of research on external WOM and position ranking in OMSs. (2) Methods: We develop an empirical model based on the data of 4435 doctors from a leading online healthcare community in China. We discuss the influence of internal and external WOM on patients’ choice of doctors in OMSs, exploring the interaction between internal and external WOM and the moderation of doctor position ranking. (3) Results: Both internal and external WOM had a positive impact on patients’ choice of doctors; there was a significant positive interaction between internal and third-party generated WOM, but the interaction between internal and relative-generated WOM, and the interaction between internal and doctor-generated WOM were both nonsignificant. The position ranking of doctors significantly enhanced the impact of internal WOM, whereas it weakened the impact of doctor recommendations on patients’ choice of doctors. (4) The results emphasize the importance of the research on external WOM in OMSs, and suggest that the moderation of internal WOM may be related to the credibility and accessibility of external WOM, and the impact of doctor position ranking can be explained by information search costs.
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