The Influence of Doctors' Online Reputation on the Sharing of Outpatient Experiences: Empirical Study.
The Influence of Doctors' Online Reputation on the Sharing of Outpatient Experiences: Empirical Study.
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医生在线声誉对门诊就医经历分享的影响：实证研究
DOI：
10.2196/16691
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发表时间：
2020-12-11
影响因子：
7.4
通讯作者：
Feng Z
中科院分区：
文献类型：
--
作者：
Wang Y;Wu H;Lei X;Shen J;Feng Z
互联网使消费者能够在购买之前根据志同道合的个人提交的反馈对产品进行评估。展示评论使客户能够评估可比较的体验，并鼓励信任、增加销售和品牌积极性。客户使用评论来为决策提供信息，而组织使用评论来预测未来的销售。以前的研究主要集中在制成品上，对医疗保健服务的关注很少。特别是，患者是否更喜欢在网站上讨论医生的声誉，到目前为止还没有答案。本研究旨在探讨病人的治疗后倾向如何因医生在提供门诊服务时的网上声誉(医疗品质和服务态度)而改变。此外，这项研究还考察了医院(组织)在线声誉和疾病严重性的调节作用。对中国在线健康社区的7183名在职医生的数据进行了分数次Logistic回归分析，得到了实证结果。我们的研究发现，患者更愿意与医疗质量和服务态度较高的医生分享治疗经验(β服务态度=.233；P<；.001；β医疗质量=.052；P<；.001)，以及在网上声誉较高的医院工作(β=.001；P<；.001)。与治疗严重疾病的医生相比，患者更有可能分享治疗不太严重疾病的医生的经验(β=−.004；P=.009)。此外，医院的网上声誉正向(负向)调节医疗质量(服务态度)与患者的治疗后体验倾向之间的关系，而疾病严重程度对医生网上声誉的调节作用为负。我们的研究拓展了当前对个人声誉对消费者行为影响的理解，为理论和实践都做出了贡献。我们调查了组织声誉和消费者特征在在线健康社区中的调节作用。
The internet enables consumers to evaluate products before purchase based on feedback submitted by like-minded individuals. Displaying reviews allows customers to assess comparable experiences and encourages trust, increased sales, and brand positivity. Customers use reviews to inform decision making, whereas organizations use reviews to predict future sales. Prior studies have focused on manufactured products, with little attention being paid to health care services. In particular, whether patients prefer to use websites to discuss doctors’ reputation has so far remained unanswered. This study aims to investigate how patient propensity to post treatment experiences changes based on doctors’ online reputation (medical quality and service attitude) in delivering outpatient care services. Further, this study examines the moderating effects of hospitals’ (organizational) online reputation and disease severity. Fractional logistic regression was conducted on data collected from 7183 active doctors in a Chinese online health community to obtain empirical results. Our findings show that patients prefer to share treatment experiences for doctors who have a higher medical quality and service attitude (βservice attitude=.233; P<.001 and βmedical quality=.052; P<.001) and who work in hospitals with a higher online reputation (β=.001; P<.001). Patients are more likely to share experiences of doctors who treat less severe diseases, as opposed to those treating severe diseases (β=−.004; P=.009). In addition, hospitals’ online reputation positively (negatively) moderates the relationship between medical quality (service attitude) and patient propensity to post treatment experiences, whereas the moderating effects of disease severity on doctors’ online reputation are negative. Our research contributes to both theory and practice by extending the current understanding of the impact of individual reputation on consumer behavior. We investigate the moderating effects of organizational reputation and consumer characteristics in online health communities.
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影响因子：
7.7
作者：
Dellarocas, Chrysanthos;Gao, Guodong (Gordon);Narayan, Ritu
通讯作者：
Narayan, Ritu
个人和组织声誉对在线医生预约的影响
DOI：
10.1080/10864415.2016.1171977
发表时间：
2016-01-01
影响因子：
5
作者：
Liu, Xiaoxiao;Guo, Xitong;Wu, Tianshi
通讯作者：
Wu, Tianshi
影响因子：
5
作者：
BULLER, MK;BULLER, DB
通讯作者：
BULLER, DB
影响因子：
7.4
作者：
BLOOM, PN;REVE, T
通讯作者：
REVE, T
在线健康社区的服务提供、定价和患者满意度
DOI：
10.1016/j.ijmedinf.2017.11.009
发表时间：
2018-02-01
影响因子：
4.9
作者：
Hong, Wu;Naiji, Lu
通讯作者：
Naiji, Lu