在线健康社区患者择医行为影响因素研究——在线信任的中介效应  

Study on Influencing Factors of Patients’Medical Choice Behavior in Online Health Community——The Mediating Effect of Online Trust

作　　者：向菲[1] 杨炀 XIANG Fei;YANG Yang(School of Medicine and Health Management,Tongji Medical College,Huazhong University of Science&Technology,Wuhan 430030,China)

机构地区：[1]华中科技大学同济医学院医药卫生管理学院,武汉430030

出　　处：《医学信息学杂志》2023年第12期1-7,共7页Journal of Medical Informatics

摘　　要：目的/意义在线健康社区为患者与医生之间的沟通、互动提供了新的渠道,研究患者择医行为的影响因素,对于提升患者决策效率、激励医生改进服务、推动在线健康社区健康发展均有一定现实意义。方法/过程根据信任理论、感知价值理论等提出患者择医行为影响因素的假设并构建研究模型,使用网络爬虫工具采集在线健康社区提供的医生相关信息,采用回归分析方法检验假设。结果/结论患者择医行为受群体规模、在线信誉、功能价值等影响,且在线信任在上述因素对患者择医行为的影响中发挥中介作用,本研究为患者择医、医生提升自身服务水平、平台优化医生评价机制提供参考。Purpose/Significance The online health community provides a new channel for communication and interaction between patients and doctors.To study the influencing factors of patients’choice of doctors has practical significance for improving patient decision-making efficiency,motivating doctors to improve services,and maintaining the healthy development of online health community.Method/Process Based on trust theory,perceived value theory and other theories,the hypothesis of influencing factors of patients’medical choice behavior is put forward and a research model is constructed.Web crawler tools are used to collect relevant information about doctors provided by online health community,and regression analysis is used to test the hypothesis.Result/Conclusion Patients’medical choice behavior is influenced by group size,online reputation,functional value,etc.,and online trust plays a mediating role in the impact of the above factors on patients’medical choice behavior.The study provides references for patients’medical choice,doctors’improvement of their own service level,and platform optimization of doctor evaluation mechanisms.

关 键 词：在线健康社区 择医行为 感知价值 在线信任 

分 类 号：R-058[医药卫生]