A Study On The Influential Factors Of Patients'Selecting Doctors Behavior In Online Health Community

The development of Internet medical has alleviated the contradiction between the growing health needs and the shortage of medical resources.With the continuous development of online health,more and more doctors have settled in the major online health community platforms to provide a wide range of online medical and health services for patients.At the same time,they have attracted more patients to conduct disease diagnosis and treatment,health management through online channels.However,the high information asymmetry in the field of online health makes patients have greater uncertainty about the perception of doctor's medical skills and service attitude.Patients need to perceive doctors' service quality and value by making full use of physicianrelated online information to facilitate their decision-making.There are a great number of doctors and hospital-related information in the online health community.Due to the limited knowledge and ability of patients,the information processing routes choosen by patients for different online information are different.Therefore,this paper studies the factors which influence patients' selection of doctors from the perspective of information processing,in order to provide theoretical and practical significance for patient decision-making,doctor online performance and platform mechanism design.Based on the theory of service quality,information asymmetry,online feedback mechanism,the Elaboration Likelihood Model and RFM model,we grabbed doctors data of depression,menstrual disorders,breast cancer,liver cancer,rhinitis,gastritis,diabetes and coronary heart disease from the Good Physician Online website.Using the Elaboration Likelihood Model as the research framework,we study the influence of the technical quality and interaction quality which are treated as the central route,reviews amount and online rating,and the degree of personal information disclosure which are treated as the peripheral route on the patients' decision-making,and explore the regulatory effect of disease knowledge on the central route and peripheral route.In addition,the regulatory effect of the doctor's professional perception level on the above factors was further explored.The results show that the doctor's technical quality,interaction quality,online reviews amount and online rating,personal information disclosure will positively affect the patients' decision-making;disease knowledge will promote the influence of the doctor's technical quality and interaction quality on patients' decision-making which are treated as the central route,while inhibits the influence of doctors' personal information disclosure treated as the peripheral route;professional perception has a significantly positive regulatory effect on the influence of doctors' technical quality,interaction quality,online reviews amount and personal information disclosure.This research enriches the theoretical basis of doctor-patient interaction and information service research in the online health field.At the same time,it provides reference suggestions for patient decision-making,doctor online behavioral performance and online health platform mechanism design,and promotes the sustainable and healthy development of the online health community.