| At present,doctor-patient disputes are on the rise in China.Medical injury in-cidents are frequent,and the professional environment for doctors is deteriorating.Doctor-patient relationship has become one of the high-risk areas affecting social stability.With the rapid development of new media and the increasingly me-dia-oriented society,the doctor-patient relationship is facing not only new challenges but also new opportunities.With the implementation of China's health strategy and Shanghai's health policy,the use of new media has increasingly profound impact on doctor-patient behavior,and causes changes in the health communication paradigm in the current social and digital media environment.The academia has recognized that in the doctor-patient relationship,both sides depend on each other and need each other.This is closely connected with medical treatment activity.The doc-tor-patient behavior has a very dominant role in boosting the development of the doctor-patient relationship.The new media not only has an important academic val-ue in doctor-patient behavior research,but also can provide a foundation for how to improve the doctor-patient relationship.However,relevant studies in the field of health communication are very scarce and have obvious defects.In the existing research literature,the core concept needs to be defined dialectically.Secondly,the research on the balance between doctors and patients is not enough,especially the research on the influence of the use of new media on the behavior of doctors.Third,the research method emphasizes specula-tive,quantitative research is very few,and mainly confined to the text analysis of news reports.Fourthly,the quantitative research method is quite simple with naive variable setting,which is not enough to describe the complex state of the influence of new media use on the behavior of doctors and patients.Therefore,on the impor-tant issue of the path and mechanism of the influence of the use of new media on the behavior of doctors and patients,there are no sufficient facts and fact-based argu-mentation at present,which need to be further studied in order to have practical and systematic findings and conduct in-depth exploration accordingly.Because of this,under the strong support of the medical experts and health ad-ministrative departments in Shanghai,this study is based on media system depen-dency theory and planned behavior theory and uses the questionnaire and structural equation model.Through the case study of Shanghai,the study is based on the cur-rent historic background where new media displays fast development,high penetra-tion and influences doctor-patient behavior.It focuses on the doctor and patient be-havior,important impact factors and constructs crisscrossed variable models,in or-der to reveal a series of related important influence of new media use on doctor and patient behavior,to explore ways and mechanism of impacts and to fill the blank of empirical research on the new media use on doctor-patient behavior.This academic research field will be substantially promoted to provide valuable academic literature for the research on improving doctor-patient relationship and health communication theory from the perspective of new media.This research mainly uses the empirical investigation method.On the level of theory support,this study is based on the theory of planned behavior and the media dependency theory.It is based on structural equation model analysis framework to explore the influence mechanism on individual new media use behavior from both doctors and patients.It discusses the path channel,intermediary variables and roles of variable in the path.On the level of empirical investigation,this study establishes a research model on the relationship between the individual new media use and the behavior of doctors and patients,and further puts forward the corresponding re-search hypotheses--the model hypothesis of doctors and patients research,the sta-tus discovery hypothesis,the influence relationship hypothesis,and the influence path hypothesis.According to the hypothesis,this study selects and determines dimensions of relevant variables such as new media use behavior,medical treatment attitude and behavior,and medical practitioner attitude and behavior,and determines core va-riables--independent variable "new media use behavior" and dependent variable"medical treatment behavior" and "medical practice behavior".The dimensions of the latter two variables are "participation awareness","trust","compliance","re-spect",and "respect","trust","loyalty","passion".The former is based on the dif-ferent users.The independent variables of patients are "new media information de-pendence" and "new media technology dependence".The independent variables of doctors are "new media dependence".After soliciting expert opinions and revising repeatedly,two versions of the questionnaire for doctors and patients are formed.The sampling method is a combination of written questionnaire and online ques-tionnaire.Questionnaires are distributed to nearly 30 medical institutions in Shang-hai,including various general hospitals,specialized hospitals and community hos-pitals.After processing,quality control,reliability and validity analysis of the doc-tor-patient data,multiple regression analysis,structural equation model,factor anal-ysis,interactive classification,frequency statistics and other statistical methods were used to analyze the data.According to data analysis,the multiple linear regression,variance analysis and other methods are used to verify a series of hypotheses on the status of new media use behavior by doctors and patients.It is actually aimed at conducting data analysis and hypothesis verification on relevant variables in the theoretical model.We find that the degree of the strength of the variable itself from doctors and patients,the correlation between the variables related to the new media,as well as the attributes of individual factors may affect the various variables,and then find influence of new media use behavior on medical treatment behavior path.This will provide data sup-port for structural equation model to verify impact path and to explore potential mechanisms.After using the structural equation model to analyze and verify the data,it is found that the use of new media does have an important influence on the medical treatment behavior and medical practice behavior.But this influence is not direct.It affects the behavior through some intermediary factors.In addition,individual attributes have a moderating effect on the influence.As far as patients are concerned,the influence path of "new media use behavior" on "medical treatment behavior" is mainly through influencing medical treatment attitude,then medical treatment beha-vior intention,and finally the medical treatment behavior.In addition,the demo-graphic attributes of patients,such as gender,age,education background,income and health status,all have some regulating effects on the influencing path.For med-ical practitioners,there are three ways to realize the influence of "new media use behavior" on "medical practice behavior of practicing medicine".First,it can be in-fluenced by the medical practitioners' attitude.Secondly,through influencing social support,it influences the medical practice.Thirdly,it affects social support,self-efficacy and executive medical treatment behavior.In addition,only gender and income have a moderating effect on the above influence path,but the effect is weak.According to the analysis of the implementation path of influence effect,it can be told that new media,as a tool and channel of health communication,not only has significant potential but also has realistic feasibility in terms of patients' medical treatment behavior and the intervention of medical practice behavior.According to the authentication conclusion,this study carries out in-depth dis-cussion and thinking,and discusses health communication paradigm evolvement of the doctor-patient communication behavior under the new media influence.It also explores methods of new media use behavior on doctor-patient behavior ascension path.In addition,it explores the path barriers of new media influence on doc-tor-patient behavior,such as doctor-patient cognitive gap,doctor-patient discourse imbalance and new media anomie.It also combines the impact path to intervene doctor-patient behavior by new media.Thus,it provides a series of suggestions aimed at improving doctor-patient literacy,reconstructing doctor-patient trust,con-structing doctor-patient public opinion field and defining media roles.It will help to find a realistic path to combine the new media in the perspective of health commu-nication,regulate and guide the behavior of doctors and patients.In addition,it will provide academic references for decision making from health and other relevant de-partments. |
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