An Empirical Study On The Effect Of Online Word Of Mouth In YG Hospital On Patients’ Willingness To Seek Medical Treatment

With the rapid development of the Internet communication technology,great changes have taken place in peoples social lifestyle.In view of the universality,interactivity and instantaneity of Internet communication,patients are increasingly paying more and more attention to choosing hospitals or services based on the information of word of mouth on the Internet,and more and more private hospitals are also using online word of mouth to carry out marketing strategies.Currently,medical,legal and other professional knowledge accounted for 70.5% of the total number of searches in the search engine.People often search and understand professional knowledge through search engines and professional medical websites,and then proceed to select hospitals.More than 80% of the patients hospitalized in YG Hospital come from online channels,mainly including online booking,searching and selecting through Internet information.Among them,the number of patients receiving medical treatment through website drainage accounts for a large proportion of the total number of patients who receive medical treatment in hospitals,which indicates that the cost of obtaining customers through Internet channel marketing is relatively high.At present,it is increasingly difficult to promote hospitals by traditional advertising,and the cost is relatively high,while the cost of online word-of-mouth communication is relatively low and has a high cost performance.Therefore,in terms of this circumstance,it is necessary to explore the impact of online word of mouth on YG hospitals.Based on SOR theory,this paper reviews and sorts out the literature from three aspects of online public praise,trust and patients’ willingness to seek medical treatment,and constructs a theoretical model of patients’ willingness to seek medical treatment in YG private hospital.326 questionnaires were collected,and SPSS 25.0 and AMOS 23.0 were used to analyze and test the reliability and validity of the data and the structural equation model,etc.so as to conduct an indepth study on the current situation of YG hospital’s influence of Internet word-of-mouth on medical treatment intention.Analyze the patients consulting data and judge the current hospital iwom main factors affecting hospitalized willingness,found in the study network source affects the Internet sources of trust and reliability characteristics influence degree is the largest,followed by the same addicted to sex and professionalism,trust tendency to trust positive influence on the Internet,the Internet trust affects the willingness to go to a doctor.In view of these factors put forward hypothesis verification conclusions,combined with SOR theory and network communication theory put forward to pay attention to the network word-of-mouth,choose the platform with high reputation,improve the proportion of the same sexual network word-ofmouth,encourage professional patients to publish the network word-of-mouth,the establishment of real-time treatment mechanism for patients,to protect the authenticity of word-of-mouth and other opinions.This paper aims to provide reference and inspiration for private hospitals to improve patients’ willingness to seek medical treatment by taking YG Hospital as an example.