信任视角下基于文本图片多源信息的在线择医行为研究  

Online Doctor Selection Behavior Based on Multi-source Information of Text and Pictures from the Perspective of Trust

作　　者：易梦馨 吴江[1,2] 蔡婧璇 高嘉慧 YI Meng-xin;WU Jiang;CAI Jing-xuan;GAO Jia-hui(School of Information Management,Wuhan University,Wuhan 430072,China;Center for E-commerce Research and Development,Wuhan University,Wuhan 430072,China)

机构地区：[1]武汉大学信息管理学院,湖北武汉430072 [2]武汉大学电子商务研究与发展中心,湖北武汉430072

出　　处：《情报科学》2021年第9期84-93,共10页Information Science

基　　金：国家自然科学基金面项目“内容关系互动下的在线医疗社区用户行为演化研究”(71573197);国家自然科学基金项目“信息不对称驱动的共享经济去中心化机制与风险的复杂性研究”(71874131)。

摘　　要：【目的/意义】研究在线医疗社区医生主页中的医生文本信息与图片信息对患者择医行为的影响,期望为患者在线择医行为的研究提供更深入的多源信息融合方面的理论依据,并为提高在线问诊的服务质量提供参考意见。【方法/过程】本文以信任源理论为基础,从影响信任的声誉可信度、能力可信度和面孔可信度三个维度出发构建患者在线择医模型,收集春雨医生网站文本、图片和其他相关信息,基于深度学习,识别医生照片中的面孔特征,并基于多源信息,通过回归分析验证理论模型。【结果/结论】医生的声誉可信度对患者择医行为有显著的正向影响,而医生的能力可信度负向影响着患者的择医行为。照片信息方面,严肃、不出众的医生外观形象能够促进患者对医生的信任,进而正向影响患者的择医行为,照片的面孔吸引力可以削弱医院等级带来的负面影响。【创新/局限】本文将图片信息加入患者择医决策行为研究中,充分考虑了患者生成信息与系统生成信息对患者择医行为的影响。【Purpose/significance】To study the influence of doctor text information and picture information on patients'medical choice behavior in on line medical community doctors’homepage,this paper hopes to provide more in-depth theoretical basis for multi-source information fusion for research in this field,as well as reference opinions to improve online consultation’quality of service.【Method/process】Based on the trust source theory,this paper constructs an online patient selection model from the three dimensions of reputation credibility,ability credibility and face credibility that affect trust,and collects the text,pictures and other relevant information on the Chunyu doctor’s website.Using deep learning technology to identify facial features in doctor photos,and verifying theoretical models through regression analysis based on multi-source information.【Result/conclusion】The credibility of a doctor's reputation has a significant positive impact on patients'behavior in choosing a doctor,while the credibility of a doctor's ability negatively affects patients'behavior in choosing a doctor.In terms of photo information,a serious and unremarkable appearance of doctors can promote patients'trust in doctors,which in turn positively affects patients'behavior in choosing doctors.The facial attractiveness of doctor photos can weaken the negative impact of hospital level.【Innovation/limitation】Pictures information is added to the study of patients'decision-making behavior,and the influence of patient generated information and system generated information on patients'behavior in choosing doctors is fully considered.

关 键 词：在线医疗社区 信任源理论 图片信息 深度学习 回归分析 

分 类 号：G252.0[文化科学—图书馆学]