年轻患者在互联网平台发表医疗电子口碑的动机研究  

Research on the motivation of young patients′medical electronic word-of-mouth sharing on internet platforms

作　　者：熊晶晶 王诗忆 俞惺悦 杨凤卓 毛子易 邹金桐 张泽洪 Xiong Jingjing;Wang Shiyi;Yu Xingyue;Yang Fengzhuo;Mao Ziyi;Zou Jintong;Zhang Zehong(School of Public Health and Management,Wenzhou Medical University,Wenzhou 325035,China;The 2^(nd) School of Medicine,Wenzhou Medical University,Wenzhou 325035,China)

机构地区：[1]温州医科大学公共卫生与管理学院,温州325035 [2]温州医科大学第二临床医学院,温州325035

出　　处：《中华医院管理杂志》2023年第4期310-315,共6页Chinese Journal of Hospital Administration

基　　金：国家自然科学基金(71804133)。

摘　　要：目的探究影响年轻患者在互联网平台发表医疗电子口碑行为的促进与抑制因素,以期为医疗服务质量改善提供参考。方法2022年5月,采用便利抽样选取271位浙江省高校本科在读学生,以自行设计的问卷对其在互联网平台发表电子口碑的动机进行调查,采用多元回归方法分析不同动机因素对年轻患者发表电子口碑行为意愿的影响。结果只有16名受访者(5.9%)曾有发表医疗电子口碑的经历。利己动机、利他动机、就医体验、评论习惯是促进年轻患者发表电子口碑的显著因素,其中利己动机影响最大(β=0.212,P<0.001),评论习惯影响最小(β=0.139,P=0.003);不信任、低自我效能与涉入、感知难用性及感知无用性是抑制年轻患者发表电子口碑的显著因素,不信任(β=-0.161,P<0.001)和感知难用性(β=-0.161,P=0.001)的抑制影响最大,低自我效能与涉入的抑制影响最小(β=-0.134,P=0.003)。结论为提升年轻患者发表医疗电子口碑的积极性,应重视其个人获益、提供优质就医体验,增强患者对平台的信任,降低操作障碍,通过教育和宣传加强年轻患者对电子口碑重要性和影响力的认知。Objective To explore the facilitating and inhibitory factors influencing the behavior of young patients to share medical electronic word-of-mouth(eWOM)on internet platforms,so as to provide insights for the improvement of healthcare quality.Methods In May 2022,271 undergraduate students from universities in Zhejiang province were selected by convenient sampling to survey their motivations to share eWOM with a self-designed questionnaire.Multiple regression analysis was used to examine the impact of different motivational factors on the sharing intention of young patients.Results Only 16 respondents(5.9%)had previously published medical eWOM.Egoistic motivation,altruistic motivation,medical experience,and comment habits were significant factors that promoted patients to share eWOM,with egoistic motivation(β=0.212,P<0.001)having the greatest impact and comment habit(β=0.139,P=0.003)having the least impact.Distrust,low self-efficacy and involvement,perceived reluctance,and perceived uselessness were significant factors inhibiting patients from publishing eWOM.Of them,distrust(β=-0.161,P<0.001)and perceived reluctance(β=-0.161,P=0.001)had the greatest impact,and low self-efficacy and involvement had the least impact(β=-0.134,P=0.003).Conclusions To enhance the positive attitude of young patients towards sharing eWOM,it is important to focus on their personal benefits and provide high-quality healthcare experiences.Building trust among patients in the platform is crucial,and efforts should be made to reduce operational barriers.Additionally,educating and raising awareness among young patients regarding the significance and influence of healthcare reviews is important.

关 键 词：患者 电子口碑 动机 互联网医疗 在线评论 

分 类 号：R-05[医药卫生]