多维信任视角下数据驱动的在线健康社区患者问诊研究  

A Data-Driven Research on Patients'Consultation in Online Health Community from the Perspective of Multi-Dimensional Trust

作　　者：唐敏 李兴国[1] 王晓玉[2] 顾娅娣[3] TANG Min;LI Xingguo;WANG Xiaoyu;GU Yadi(Department of Management,Hefei University of Technology,Hefei 230009,China;The First Afiliated Hospital of Anhui University of Chinese Medicine,Hefei 230031,China;Psychological Health Education and Counseling Center,University of Shanghai for Science and Technology,Shanghai 200093,China)

机构地区：[1]合肥工业大学管理学院,安徽合肥230009 [2]安徽中医药大学第一附属医院,安徽合肥230031 [3]上海理工大学心理健康教育与咨询中心,上海200093

出　　处：《情报科学》2023年第5期2-9,共8页Information Science

基　　金：国家社会科学基金重大项目“总体国家安全观下重大突发事件的智能决策情报体系研究”(20&ZD125)。

摘　　要：【目的/意义】随着越来越多的人使用在线健康社区进行健康咨询,研究医生主页信息对患者线上问诊的影响,以期了解患者线上问诊时的信息需求,丰富在线健康服务领域的研究,帮助医生针对性地提高服务质量,更好地为患者提供医疗服务。【方法/过程】本研究基于信任源理论和服务质量理论,从技术信任、功能信任、声誉信任和形象信任四个维度构建患者线上问诊模型,收集好大夫在线网站数据,使用计量经济学方法验证模型。【结果/结论】医生的技术信任、功能信任和形象信任均正向影响患者线上问诊,其中推荐热度、接诊患者数和医生头像的影响程度更大。高风险疾病患者更在意医生的接诊患者数和服务满意度。【创新/局限】医生头像是取得患者信任的来源之一,但少有研究涉及医生头像,本研究将医生是否上传个人头像作为形象信任纳入模型。但本研究的数据仅来源于一个在线健康社区,未来可以基于多个在线健康社区的医患数据进行研究。【Purpose/significance】As more and more people use online health community for health consultation,research the influence of doctor's homepage information on patients'online consultation,so as to understand the information needs of patients,enrich the research of online health services field,help doctors to improve their service quality and provide better medical service to patients.【Method/process】This paper constructs an online patient consultation model from four dimensions of technical trust,functional trust,reputation trust and image trust based on trust source theory and service quality theory.We collect data from good doctor online website and verify the model using econometric methods.【Result/conclusion】Doctors'technical trust,functional trust and image trust positively affect patients'online consultation,which recommendation rate,number of patients and doctor's photo are more influential.Patients with high-risk diseases pay more attention to doctors'patient number and service satisfaction.【Innovation/limitation】Doctor's photo is one of the sorurce of trust,but there are few papers about doctor's photo.This study adds whether doctors upload photos as image trust.However,our data only collected from one online health community,we will consider more in the future.

关 键 词：网络用户信息行为 健康情报 在线健康社区 患者问诊 信任理论 

分 类 号：G252.0[文化科学—图书馆学] R-058[医药卫生]