The Online And Offline Patients' Behavior Of Selecting Physician On Internet Medical

The rapid development of modern information technology has made Internet medical treatment widely popularized,and traditional medical service model has undergone tremendous changes.More and more patients began to change the original way of offline medical treatment,using the Internet platform as a channel to obtain medical information,share medical experience and receive telemedicine services.The emergence of internet medical industry breaks the boundaries of time and space,improves the problem of scarce medical resources and unbalanced distribution,which can alleviate the phenomenon of "difficult and expensive medical treatment";The development potential of the Internet medical industry is huge,but there are development dilemmas in terms of insufficient doctor participation and low acceptance of Internet medical services by patients.The two aspects are closely interdependent,and to break through this development dilemma,it is necessary to study the decision-making behavior of platform users.This article focuses on the decision-making behavior of patients,and studies the online and offline patient's behavior of selecting physician on Internet medical.The conclusion can provide some opinions and suggestions for patients,doctors and medical platform operators,which has certain practical significance.This article first introduces the research background and main research issues of the paper in detail.Then it summarizes the relevant research literature at home and abroad.At the same time,it introduces the acquisition of relevant data and research methods.Then it studies the online and offline patient's behavior of selecting physician from the perspective of trust and service quality respectively.Finally,the research content of the full text is summarized and prospected.The main research work and conclusions of the paper are as follows:On the one hand,this paper identifies the factors that influence the patient's behavior of selecting physician based on trust source credibility model and trust transitivity theory.Then,it builds a quantitative model and puts forward hypotheses,and crawls Good doctor's online actual business data.Finally,it uses panel data model for empirical research.The study found that ability trust(doctor's title and hospital level),benevolence trust(number of articles and number of services),honest trust(degree of information disclosure),and transitivity trust(number of virtual gifts and votes)all have significant impact on the patient's behavior of selecting physicians.In addition,city level which represents ability trust positively significantly affects online patient's behavior of selecting physician,but it negative effects or even negatively significantly affects offline patient's behavior of selecting physician,which is more in line with reality.Online patients are not affected by The influence of space and geography,so they are more likely to choose a doctor with a higher level in the city.Offline patients usually use the principle of proximity to select physician because they are restricted to space.Trust source credibility's three dimensions and trust transitivity model have different degrees of influence on online and offline patients' behavior of selecting physician.On the other hand,based on the service quality model,the text mining method was used to extract information from online word-of-mouth word reviews that reflected doctors' service quality level,and use this to quantify online word-of-mouth indicators and add them to the model.From the two dimensions of technical quality and functional quality,and adding disease risk adjustment variables to study the online and offline patient's behavior of selecting physician.Study results show that doctors' "ability" and "effort" have a positive impact on the online and offline patient's behavior of selecting physician.Disease risk negatively regulates the relationship between physician efforts and the online and offline patient's behavior of selecting physician.Disease risk does not have a positive regulating effect on the relationship between doctor's ability and the online patient's behavior of selecting physician,but it has a positive regulating effect on the relationship between doctor's ability and the offline patient's behavior of selecting physician.And analyzed the reason that the hypothesis that "Disease risk positively regulates the relationship between physician efforts and the patient's behavior of selecting physician" is partially established.The research and conclusions of this article can provide guidance for the sustainable development of the Internet medical platform,make the platform more rationally allocate medical resources,enhance doctors' stickiness and activeness,and provide more quality and accurate services to attract more patients.Eventually get a better reputation and more income.