Research On The Influence Of Doctors' Word Of Mouth And Its Influence Factors In Online Healthcare Communities

Shortage of medical resources and uneven distribution are major problems worldwide.To some extent,the birth of the online healthcare community alleviated this problem.The online healthcare community provides a new way for patients to obtain medical resources,and also provides a new stage for doctors to show their medical level.At the same time,the importance of doctors' word of mouth in the community has become increasingly prominent.Doctors with high word-of-mouth influence are often sought after by patients,while doctors with low word-of-mouth influence are often left unattended.However,there is currently little research on the reputation of doctors in the online healthcare community.Therefore,it is of great theoretical and practical value to study the influence of doctors' word-of-mouth and its influencing factors in the online healthcare community.Based on the social network theory,social capital theory,identity communication theory and TAM theory,this paper puts forward the corresponding research hypothesis in the context of the new online healthcare community,such as So Young,and establishes a model to study the different factors in the online healthcare community.Influence of influence.At the same time,the corresponding data of the online healthcare community is used to conduct an empirical analysis of the research model through multiple regression equations.Mainly do in-depth exploration and research on the following aspects:(1)the impact of doctor-patient relationship strength,doctor's status level,and doctor's self-exhibiting on the influence of doctor's word of mouth;(2)the impact of perceived usefulness and perceived ease of use on doctor's word of mouth The influence of force;(3)The intermediary role of doctor-patient trust and community trust in the process of independent variables affecting dependent variables.Finally,based on the results of the research and the actual situation,it puts forward practical suggestions for the online healthcare community.The research in this article is a deep exploration of the influence of the doctor's word-of-mouth reputation.The theoretical research and empirical results of this article can make a theoretical contribution to the understanding of the mechanism and mechanism of the doctor's word-of-mouth influence in the online healthcare community.In terms of aspects,it has important application value for guiding doctors to use the online healthcare community rationally and scientifically improving their word-of-mouth influence.