| The digital transformation and upgrading of the medical service field has promoted the development of online medical care,the popularization of online health communities is the most typical manifestation.It has improved the utilization rate of national medical resources to a certain extent,it also alleviates the contradictions caused by the growth of residents’medical and health needs.With the rapid development of Internet medical care,a large number of high-quality doctors and medical resources have converged on various online health platforms to provide a variety of online medical and health services for many patients.The convenience and efficiency of online health community visits have prompted more and more patients have changed their traditional medical habits and began to rely on online consultations.However,the online health community still faces some problems such as poor matching of doctor-patient needs and low patient feedback.At the same time,the intangibility and professional specificity of online medical services make patients’ perception of the level of online medical services less certain.Under this circumstance,if the information value of the massive and diverse doctor-patient behavior data generated by the online health community can be fully exploited,it will provide a strong argument for patients to judge the quality of doctors’ online services,and improve the patients’ perceived value of online medical choice.Due to the different motivations and abilities of different patients to choose doctors online,there will be differences in the degree of information processing in online health communities.Therefore,from the perspective of information processing to explore the influencing factors of patients’ online medical choice behavior in online health communities,it has certain theoretical and practical significance for doctors to optimize online services and community health operations.Based on the current situation of online health community development,this thesis focuses on the website of "Haodafu",one of the largest online health communities in China,to explore how patients process information to assist the process mechanism of online medical decision-making.First,by sorting out the relevant literature and data of the online health community,this study is based on the Elaborate Processing Possibility Theory(ELM)and the Stimulated Organism Response Theory(SOR),and then constructs a dual-path influencing factor model of patients’ online medical choice integrating ELM-SOR.In this model,the central path factors include content quality and interaction quality,the edge path includes reputation credibility,professional ability credibility,service ability credibility,patient-user involvement and consultation price as moderator variables,perceived value is the mediating variable,and the patient’s online medical choice behavior is the dependent variable.Secondly,according to the index system established by the research hypothesis,the data was collected twice on the "Good Doctor" website at an interval of 10 months,and the incremental values were obtained after cleaning and processing the data for empirical analysis.Subsequently,a phased analysis of the research question is carried out combining quantitative and qualitative methods,On the one hand,structural equation modeling(SEM)was used to verify whether the constructed dual-path model was reliable,and to test the significant factors affecting online medical choice behavior and the differences in the influence of different paths.On the other hand,Fuzzy Set Qualitative Comparative Analysis(fsQCA)reveals how the combination of significant influencing factors further drives the transformation of online medical choice behavior from the perspective of configuration.At the same time,the moderating effect of moderator variables on the decision-making process of online medical choice behavior is tested by grouping regression,and finally a comprehensive analysis of online medical choice behavior from occurrence to transformation is realized.The research results show that,firstly,the reputation credibility of the edge path,the interaction quality and content quality of the central path will positively affect the patients’perceived value of online medical choice,and then promote the patients’ online medical choice behavior;however,the information representing the credibility of the doctor’s ability has no significant effect on the patient’s decision to choose a doctor.This may be caused by the difference between the online medical model and the traditional medical model,because there will be more information that can be referred to online medical treatment,and patients may be more rely on information recognized by the public,such as online word-of-mouth,rather than blindly trusting information such as professional title recognition.Secondly,the degree of patient-user involvement significantly moderates the influence of central path information on perceived value,but has no significant moderating effect on the relationship between peripheral paths and perceived value,which may be related to the information recognition ability required by different paths,central pathway information is more complex and rich,requiring more effort from the patient,and therefore a higher degree of involvement.In addition,the price of consultation significantly negatively moderates the relationship between perceived value and online medical choice behavior.Faced with higher consultation prices,patients have higher expectations for online medical experience,but limited ability to pay will limit the impact of their perceived value on online medical choice behavior.Thirdly,from the perspective of the conditional configuration of the transformation of high online medical choice behavior,there is no necessary condition for independent driving,each part of the information achieves the same effect of high online medical choice behavior in the form of synergistic influence,at the same time,reputation credibility is the core condition with the highest frequency,indicating its criticality to patients’ online medical decision-making.This research enriches the theoretical basis of information service and doctor-patient interaction in the field of online medical and health care,and provides reference and suggestions for online medical decision-making,doctors’ online behavior and management mechanism of online health community from the practical aspect,which will contribute to the continued healthy development of the online medical industry. |
PDF Full Text Request