自我呈现视角下医生头像信息对患者决策行为的影响研究  

Research on the Influence of Doctors'Profile Photo Information on Patients'Decision-Making Behavior Based on Self-Presentation Theory

作　　者：朱梦蝶 王艺 付少雄 杨海平[1] 成琦 Zhu Mengdie;Wang Yi;Fu Shaoxiong;Yang Haiping;Cheng Qi(School of Information Management,Nanjing University,Nanjing 210023,China;College of Information Management,Nanjing Agricultural University,Nanjing 210095,China)

机构地区：[1]南京大学信息管理学院,江苏南京210023 [2]南京农业大学信息管理学院,江苏南京210095

出　　处：《现代情报》2025年第4期163-176,共14页Journal of Modern Information

基　　金：南京大学学科交叉机制体制建设课题“推进交叉学科培育的模式与路径研究”;国家博士后科学基金面上项目(2022-2024)(项目编号:2022M721562);南京大学新时代文科卓越研究计划中长期研究专项(项目编号:2022300023)。

摘　　要：[目的/意义]在线医疗社区医生数量众多,患者掌握的信息却有限。医生头像作为一种视觉符号,是患者接触的一手信息,影响患者决策行为。通过分析医生头像信息对患者决策行为的影响,以期为在线医疗社区中医生自我呈现、患者决策以及平台运营优化提供支撑。[方法/过程]以好大夫在线为研究情境,抓取好大夫在线平台中代表性科室共47704名医生数据进行回归分析,基于自我呈现理论,探究医生头像内容与头像质量对在线医疗社区中患者决策行为的影响。[结果/结论]研究发现,除头像丰富度对患者决策行为没有显著影响,头像真实性、头像专业性、头像亲和力、头像焦点性以及头像清晰度均对患者决策行为具有显著影响。[Purpose/Significance]The online medical community has a large number of doctors and a limited amount of information available to patients.As a visual symbol,the doctor's profile photo is the first-hand information that patients are exposed to,influencing their decision-making behavior.By analyzing the influence of doctors'profile photo information on patients'decision-making behavior,the study aims to support doctors'self-presentation,patients'decision-making,and platforms'operation optimization in online medical communities.[Method/Process]Taking HaoDf as the research context,the study captured the data of 47704 doctors in representative departments of HaoDf.Based on the self-presentation theory,this study employed regression analysis to analyze the influence of the doctors'profile photo content and equality on the patients'decision-making behavior in the online medical community.[Result/Conclusion]The study finds that besides the richness of doctors'profile photos,the authenticity,professionalism,affinity,focus,and clarity of doctors'profile photos significantly affect patients'decision-making behavior.

关 键 词：自我呈现理论 头像信息 在线医疗社区 患者 决策行为 

分 类 号：G252.0[文化科学—图书馆学]