Research On The Influence Factors Of Patients’ Behavior Of Online Selecting Doctors Based On Cue Theory

The development and expansion of Internet medical treatment has changed the traditional form of medical treatment and health service management.Patients can choose the doctor matching their disease through the online consultation service for information interaction.This form of medical service alleviates the problem of uneven distribution of medical resources and creates new social values.However,due to professionalism,technology and monopoly of medical services,there is still information asymmetry between doctors and patients,which may lead to information-induced behavior of medical service providers,unavoidable disputes between doctors and patients,unfair transactions between supply and demand sides and,therefore,the quality of medical services is difficult to be professionally and objectively quantified and evaluated by patients.To summarize,online medical choice for patients based on medical service information is an important and complex behaviour decision-making problem.Studying how the patients evaluate and process medical service information,and exploring the influence factors and decision-making mechanism of patients’ online medical choice behaviors,will help expand the theoretical cognition of users’ decision-making behavior in the digital medical scenario,provide management implications for medical service managers,create a good online environment for patients to choose a doctor,alleviate the problems of information asymmetry and information service homogeneity between doctors and patients,and promote the efficient supply of online medical services.Based on this background,this thesis uses in-depth interviews as exploratory analysis,formulates interview outlines based on cue theory,interviews relevant respondents who have sought online medical services.Drawing on results of in-depth interview and relevant research results at home and abroad,combining cue utilization theory,cue diagnosis theory and cue consistency theory,taking doctors’ practice cues,service cues and word-of-mouth cues as independent and interactive variables,and patients’ disease risk as a moderator variable,this study constructs a model of the influence factors of various cues in the online medical community on patients’ online medical choice behavior,and put forward relevant hypotheses.This thesis collects objective data from the doctor’s online medical community for research.Firstly,data cleaning and preprocessing are performed on structured and unstructured data for subsequent variable measurement work.In order to quantify the unstructured data,LDA topic model and ensemble learning method were used to identify and classify the topic of review texts,and a method based on a combination of sentiment dictionary and ensemble learning was used to analyze the sentiment tendency of review topic sentences.Secondly,the measured variables are put into the regression model,and the results robustness and validity are guaranteed through the robustness test.Finally,according to the analysis results,this thesis discusses the reasons for hypothesis validation and proposes a research summary and outlook.The results of the study show that in addition to the opened time on online services,the length of doctors’ reviews and favorable rate of doctor’s ethics,other cues have significant and positive effects.Disease risk positively moderates the influence of doctor’s title and hospital level on patients’ online medical choice behavior,but fails to positively moderate the influence of doctor’s price and online score,indicating that the disease risk of patients has a certain moderating effect.In addition,the interaction between various cues has a significant impact,however,the interaction between the doctor’s professional title and the service’s online score has no positive effect,indicating that the consistency between some cues will affect the patient’s online medical choice behavior.The doctor-patient interaction information in online medical websites has an important impact on patients’ perceived risk and behavioral decision-making.Therefore,fully understanding and improving the doctor-patient interaction mechanism in the Internet can enhance patients’ willingness to seek medical treatment online,thereby helping patients to timely obtain more appropriate medical services and relieve social medical pressure.