在线医疗问诊中医生的语言风格对个体健康焦虑的影响  

The Influence of Doctor's Language Style on Individual's Health Anxiety in Online Medical Consultation

作　　者：张星 唐宇钥 肖泉[2] Zhang Xing;Tang Yuyao;Xiao Quan(School of Management,Wuhan Textile University,Hubei,430200;School of Information Management,Jiangxi University of Finance and Economics,Nanchang,330032)

机构地区：[1]武汉纺织大学管理学院,湖北430200 [2]江西财经大学信息管理学院,南昌330032

出　　处：《情报资料工作》2022年第6期68-78,共11页Information and Documentation Services

基　　金：国家自科基金项目“医疗众筹中的信息机制:众筹信息的内容、表达及扩散研究”(批准号:71974152);国家自科基金项目“基于数据驱动的消费者在线评论系统效用提升设计策略研究”(批准号:71861014)的研究成果;湖北省高等学校人文社会科学重点研究基地“企业决策支持研究中心”的支持。

摘　　要：[目的/意义]文章探究了在线医疗问诊中医生的语言风格(抽象/具体)是如何对个体健康焦虑产生影响的。[方法/过程]文章基于不确定性降低理论和认知负荷理论,通过2(语言风格:抽象vs具体)×2(认知闭合需要:高vs低)×2(健康素养:高vs低)的组间实验,验证了假设。[结果/结论]医生在在线医疗问诊中采用抽象的语言风格更容易导致个体的健康焦虑,感知不确定性与信息负荷在语言风格对个体健康焦虑的影响上发挥了中介作用;个体的认知闭合需要负向调节语言风格对感知不确定性的影响,个体的健康素养负向调节语言风格对认知负荷的影响。本文识别的这种影响机制为在线健康平台指导医生如何生成和发布网络健康信息提供了建议。[Purpose/significance]This study explores how the linguistic styles(abstract/concrete)of the doctors in online medical consultation influence individual health anxiety.[Method/process]Based on the theory of uncertainty reduction and cognitive load,this study tests the hypothesis by conducting a between group experiment of 2(language style:abstract vs.concrete)×2(need for cognitive closure:high vs.low)×2(health literacy:high vs.low).[Result/conclusion]The results show that abstract linguistic style is more likely to lead to individual health anxiety in online medical consultation.Perceived uncertainty and information overload mediate the effect of linguistic style on individual health anxiety;Individual need for cognitive closure negatively moderates the effect of linguistic style on perceived uncertainty;Individual health literacy negatively moderates the effect of linguistic style on cognitive load.The identification of this influencing mechanism provides suggestions for online health platforms to guide doctors on how to generate and publish online health information.

关 键 词：在线医疗问诊 语言风格 不确定性降低理论 认知负荷理论 健康焦虑 

分 类 号：R-05[医药卫生]