| Online consultation,as a light inquiry mode,transcends the limitations of time and space,and brings many conveniences to doctors and patients.It can effectively use medical resources and provide an effective whole process health management mode for patients before and after diagnosis.However,in the process of online doctor-patient interaction,there are still some social phenomena,such as low participation of doctors and patients,serious contradictions between doctors and patients,which have a negative impact on the diffusion of online consultation.From the detailed and overall perspectives in the process of online doctor-patient interaction,this paper explores the problems of patient satisfaction,patient selection behavior and patient return behavior in the process of doctor-patient interaction,and explain the deep mechanism of doctor-patient interaction from the theoretical level.In order to achieve the research objectives,based on behavioral decision theory,information integration theory,social support theory,social network theory,social exchange theory,interpersonal attraction theory and personal attribute characteristics of doctors and patients,this paper carries out empirical analysis from the following aspects.Firstly,from the perspective of cognitive attitude,exploring how the doctor's social support affects patient satisfaction in the process of doctor-patient interaction.By analyzing the emotional support and professional support provided by doctors for patients,as well as the richness of personal health information provided by patients for doctors in the process of consultation,this paper explores whether the quality of doctor-patient information can alleviate the asymmetric phenomenon of doctor-patient information in the process of online doctor-patient interaction,so as to ease the doctor-patient relationship,and lay the foundation for the following research.Secondly,from the perspective of selection behavior,based on the previous research foundation,social network theory and social exchange theory,this paper explores whether the potential social ties and knowledge ties between doctors and patients can affect patients' selection behavior in the process of online doctor-patient interaction.And analyze whether this relationship will change under the specific attributes of doctors and patients,so as to provide guidance for doctors and patients on how to communicate effectively,and effectively alleviate the tense doctor-patient relationship.Thirdly,from the perspective of return behavior,based on interpersonal attraction theory,this paper explores whether the personality similarity between doctors and patients affects patients return behavior in the process of doctor-patient interaction,and verify the difference of different dimensions of personality similarity on patient return behavior.On this basis,through the introduction of individual characteristic attribute,the moderator role of doctor characteristics and disease characteristics in it is analyzed.In addition,from the doctor's point of view,the influence of doctor's personality traits on patient return behavior was verified.This part provides guidance for doctor-patient interaction from the perspective of social psychology.Finally,from the overall perspective,based on the previous research,summarized the online doctor-patient interaction mechanism,and deeply analyzed the research value of online doctor-patient interaction.On this basis,the sustainable online doctor-patient interaction system is proposed,and the overall opinions and development suggestions of online doctor-patient interaction service are refined from the perspective of practical application.Combined with the online consultation service provided by the online health community,this paper deeply excavates the doctor-patient interaction data(including structured data and unstructured text data)generated on the platform,and verifies the influence of doctor-patient social support,doctor-patient social ties,doctor-patient knowledge ties and doctor-patient personality similarity in the process of doctor-patient interaction on patients' participation behavior decision.The results show that:(1)in online consultation,the social support provided by doctors(including information support and emotional support)significantly affects patients' satisfaction,and the patients' disease severity positively moderator the relationship between doctors' social support and patient satisfaction.Besides,active participation of patients as a pre-factor also positively affects the social support provided by doctors to patients;(2)in the process of online doctor-patient interaction,the potential social ties and knowledge ties between doctors and patients significantly affect patients' selection behavior,which is moderated by the health literacy of patients and the doctors' title;(3)in the process of online doctor-patient interaction,the potential personality similarity between doctors and patients significantly affects patients' return behavior,and the influence of different dimensions of personality traits is different.This effect is moderated by the doctors' title and the patient disease severity.In addition,the personality traits of doctors also significantly affect the return behavior of patients.From the theoretical level,this paper explores the promotion strategies of doctors' social support on patient satisfaction,the influence of the potential social ties and knowledge ties between doctors and patients,and doctor-patient personality similarity on patients' participation behavior(attitude change,direct selection behavior,indirect selection behavior,and return behavior).This paper proposes a model of the influence of online doctor-patient interaction process on patients' participation behavior from the perspective of refinement and integrity.By introducing the characteristics of patients,doctors and diseases,this paper refines the mechanism of influencing patients' participation behavior,and comprehensively reveals the online doctor-patient interaction mechanism from the perspectives of sociology and psychology.This provides a theoretical basis for effectively improving the quality of online medical services,alleviating the uneven distribution of medical resources,and building a high-quality doctor-patient relationship network.From the perspective of practice,this paper helps to deeply understand the problems of low patient satisfaction,poor selection behavior,and low return behavior in the process of online doctor-patient interaction,and provides targeted practical suggestions for online health practitioners,patients and medical workers.At the same time,the findings of this paper help to achieve the strategic deployment of "comprehensively promoting the construction of healthy China" in China's "14th five-year plan" and the long-term goal of 2035. |
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