Research On The Impact Factors Of Doctors' Reputation In Online Healthcare Community

China's medical resources are relatively scarce,and the superior resources are relatively concentrated.Therefore,how to optimize the allocation of medical resources has become an important problem to be solved urgently.The online healthcare community based on the deep integration of Internet information technology and traditional medical treatment provides a new way for doctor-patient interaction and a new idea for optimizing the allocation of medical resources.However,medical information in online healthcare community is scattered and patients' medical knowledge is limited,so it is difficult for patients to comprehend the quality of doctor's service comprehensively.Online feedback can provide reference for patients to choose doctors,but it is not clear how feedback information and public information disclosed by the community affect doctor's reputation.Therefore,it is of far-reaching practical significance to study the influencing factors of doctor's reputation in online healthcare communities to promote the good interaction between doctors,patients and online healthcare communities.The purpose of this study is to collect and sort out the influencing factors of doctor's reputation in the online healthcare community,excavate their internal links,and provide suggestions for patients and doctors to make more objective and accurate decisions.Based on the literature and theoretical research of previous scholars,this paper uses statistical analysis method,takes doctor's reputation as dependent variable,patient feedback and doctor's comprehensive ability as independent variable,doctor service visit as intermediary variable,puts forward eight research hypotheses and constructs a research model to study the influence of factors from different sources on doctor's reputation in online healthcare community.This paper takes the haodf online healthcare community as the research background.4351 doctors' data are crawled online.After cleaning,standardization and normalization,4287 valid data are obtained to carry out empirical research.The results show that patient feedback(patient voting and heart gift)has a significant positive impact on doctor's reputation.Among doctor's comprehensive ability(number of patient associations,number of patients,number of reports after consultation)has a significant positive impact on doctor's reputation,while the number of articles has a significant negative impact on doctor's reputation.Doctors' medical titles and educational titles have a positive impact on doctor's reputation.Doctor service visit plays a mediating role in the relationship between patient feedback and doctor's comprehensive ability.Finally,instead of patient voting,thank-you letters have no significant change in the influence of variables on dependent variables,which proves that the model and conclusions in this paper are stable,and can provide effective suggestions for patients to choose doctors,doctors to improve their reputation.