在线健康社区中医生口碑对患者选择的影响研究——以好大夫在线为例
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摘要
[目的/意义]在线健康社区中用户参与对医生的评价/打分进而生成医生口碑相关数据信息,从一定程度上反映医生能力水平并给患者选择提供了参考。[方法/过程]以好大夫在线平台为例,抓取8 649位医生的有效面板数据,探索医生口碑与患者选择之间的关系、研究疾病风险的调节作用,建立线性回归模型利用最小二乘法(OLS)对模型拟合。[结果/结论]发现可以用来衡量医生口碑的指标有疗效(β_1=1.933,p<0.1)、态度(β_2=1.870,p<0.1)、感谢信(β_3=0.119,p<0.05)、评论数(β_5=0.253,p<0.05)以及评论情感倾向值(β_6=1.095,p<0.05)是显著的且正向影响患者选择,而礼物指标并不显著(p>0.1);疾病风险的调节作用是高风险疾病时显著(a_3=1.307,p<0.05)且具有正向调节作用。最后从医生和在线健康社区平台发展的角度提出建议。
[Purpose/Significance]Users participate in the evaluation/scoring of doctors in online health community,which generate the data information related to doctors' reputation can reflect the ability of doctors and also provide a reference for other patients when they choose.[Method/Process]this paper took the website of www.haodf.com as an example,extracted the effective panel data of 8649 doctors to explore the relationship between physician reputation and patient choice and research the regulatory effect of disease disk.A linear regression model was established to fit the model using the least square method(OLS).[Result/Conclusion]This paper found that effect(β_1=1.933,p<0.1),attitude(β_2=1.870,p<0.1),thank-you letter(β_3=0.119,p<0.05),the number of comments(β_5=0.253,p<0.05)and emotional tendency of comments(β_6=1.095,p<0.05)all were significant and positively affected patient selection,but the gift was not significant(p>0.1).The regulatory effect on disease risk was significant in high-risk diseases(a_3=1.307,p<0.05)and had a positive regulatory effect.Finally,some Suggestions were put forward from the perspective of the development of doctors and online health communities.
[Purpose/Significance]Users participate in the evaluation/scoring of doctors in online health community,which generate the data information related to doctors' reputation can reflect the ability of doctors and also provide a reference for other patients when they choose.[Method/Process]this paper took the website of www.haodf.com as an example,extracted the effective panel data of 8649 doctors to explore the relationship between physician reputation and patient choice and research the regulatory effect of disease disk.A linear regression model was established to fit the model using the least square method(OLS).[Result/Conclusion]This paper found that effect(β_1=1.933,p<0.1),attitude(β_2=1.870,p<0.1),thank-you letter(β_3=0.119,p<0.05),the number of comments(β_5=0.253,p<0.05)and emotional tendency of comments(β_6=1.095,p<0.05)all were significant and positively affected patient selection,but the gift was not significant(p>0.1).The regulatory effect on disease risk was significant in high-risk diseases(a_3=1.307,p<0.05)and had a positive regulatory effect.Finally,some Suggestions were put forward from the perspective of the development of doctors and online health communities.
引文
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[7]张敏,唐国庆,张艳.负面网络口碑中搜索引擎用户的持续使用行为研究——以“百度魏则西”事件为例[J],现代情报,2017,37(11):51-57.
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[11]Liu Y.Word of Mouth for Movies:Its Dynamics and Impact on Box Office Revenue[J].Journal of Marketing,2006,(70):74-89.
[12]张艳辉,李宗伟,赵诣成.基于淘宝网评论数据的信息质量对在线评论有用性的影响[J],管理学报,2017,14(1):77-85.
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[15]孙磊.移动医疗用户服务选择影响因素研究——以春雨医生为例[D].天津:天津大学,2016.
[16]郭东飞.在线医疗中网络口碑对购买意愿的影响研究——以信任为中介变量[D].杭州:浙江理工大学,2017.
[17]DiMatteo M R,Prince L M,Taranta A.Patients’ Percentions of Physicians’ Behavior[J].Journal of Community Health,1979,4(4):280-290.
[18]Melissa Yi-Ting Hsu.Cognitive Systems Research for Neuromarketing Assessment on Evaluating Consumer Learning Theory with fMRI:Comparing How Two Word-of-Mouth Strategies Affect the Human Brain Differently After a Product Harm Crisis[J],Cognitive Systems Research,2018,49:49-64.
[19]孙磊.移动医疗用户服务选择影响因素研究——以春雨医生为例[D].天津:天津大学,2016.
[20]Gao G,Greenwood B N,Agarwal R,et al.Vocal Minority and Silent Majority:How Do Online Ratings Reflect Population Perceptions of Quality[J].MIS Quarterly,2015,39(3):565-590.
[21]Gronroos C.A Service Quality Model and Its Marketing Implications[J].Eur J Mark,1984,18(4):36-44.
[22]Lu N J,Wu H.Exploring the Impact of Word-of-Mouth About Physicians’ Service Quality on Patient Choice Based on Online Health Communities[J].BMC Medical Informatics and Decision Making,2016,16(151):2-10.
[23]Haynes R B,McDonald H P,Garg A X.Helping Patients Follow Prescribed Treatment:Clinical Applications[J].JAMA,2002,288(22):2880-2883.
[24]曾宇颖,郭道猛.基于信任视角的在线健康社区患者择医行为研究——以好大夫在线为例[J].情报理论与实践.http://kns.cnki.net/kcms/detail/11.1762.G3.20180515.1543.002.html.
[25]马骋宇.在线医疗社区医患互动行为的实证研究——以好大夫在线为例[J],中国卫生政策研究,2016,9(11):65-69.
[26]Deng Z H,Hong Z Y,Zhang W,et al.The Effect of Online Effort and Reputation of Physicians on Patients’ Choice:3-Wave Data Analysis of China’s Good Doctor Website[J],Journal of Medical Internet Research,2019,21(3):1-14.
[27]张永,陈兵,王勇.非交易类虚拟社区用户生成内容质量对消费者购买意愿的影响[J],商业经济研究,2018,(23):63-66.
[28]Gottschalk SA,Mafael A.Cutting Through the Online Review Jungle-Investigating Selective eWOM Processing[J].Journal of Interactive Marketing,2017,(37):89-104.
[29]Widmer R J,Maurer M J,Nayar V R,et al.Online Physician Reviews Do Not Reflect Patient Satisfaction Survey Responses[J].Mayo Clinic Proceedings,2018,93(4):453-457.
[30]Ryan T,Specht J,Smith S,et al.Does the Press Ganey Survey Correlate to Online Health Grades for a Major Academic Otolaryngology Department?[J].Otolaryngology-head and Neck Surgery,2016,155(3):411-415.
[31]Diana G,Maria A,Gema M N.The Influence of Online Ratings and Reviews on Hotel Booking Consideration[J].Tourism Management,2018,(66):53-61.
[32]Zhu F,Zhang X.Impact of Online Consumer Reviews on Sales:The Moderating Role of Product and Consumer Characteristics[J].Journal of Marketing,2010,74(2):133-148.
[33]Jin J,Yan X,Li Y,et al.How Users Adopt Healthcare Information:An Empirical Study of an Online Q&A Community[J].International Journal of Medical Informatics,2016,86:91-103.
[34]Obiedat R.Impact of Online Consumer Reviews on Buying Intention of Consumers in UK:Need for Cognition as the Moderating Role[J].International Journal of Advanced Corporate Learning,2013,6(2):16.
[35]Cao X,Liu Y,Zhu Z,et al.Online Selection of a Physician by Patients:Empirical Study from Elaboration Likelihood Perspective[J].Computers in Human Behavior,2017,73:403-412.
[36]Buller MK,Buller D B.Physicians’ Communication Style and Patient Satisfaction[J].J Health Soc Behav.1987,28(4):375-388.
[37]Street Jr RL,Wiemann J M.Patients’ Satisfaction with Physicians’ Interpersonal Involvement,Expressiveness,and Dominance[J].Communication Yearbook,1987,(10):591-612.
[38]Lu Naij,Wu Hong.Exploring the Impact of Word-of-Mouth About Physicians’ Service Quality on Patient Choice Based on Online Health Communities[J].BMC Medical Informatics and Decision Making,2016,16(151):2-10.
[39]好大夫在线[EB/OL].https://www.haodf.com/,2019-01-06.
[40]医院等级划分标准《医院分级管理标准》[EB/OL].https://baike.so.com/doc/4336349-4541201.html,2018-03-16.
[41]Widmer R J,Shepard M,Aase L A,et al.The Impact of Social Media on Negative Online Physician Reviews:An Observational Study in a Large,Academic,Multispecialty Practice[J].Journal of General Internal Medicine,2019,34(1):98-101.
[2]张敏,刘雪瑞,张艳.在线健康信息求助行为实证研究的系统综述:知识体系、影响因素与前沿分析[J],图书情报工作,2018,62(15):122-130.
[3]刘丽娜,齐佳音,张镇平,等.品牌对商品在线销量的影响——基于海量商品评论的在线声誉和品牌知名度的调节作用研究[J],数据分析与知识发现,2019,(9):10-21.
[4]Hennig-Thurau T,Malthouse E C,Friege C,et al.The Effect of New Media on Customer Relationships[J].Journal of Service Research,2010,13(3):311-330.
[5]Sen S,Lerman D.Why are You Telling Me This?An Examination Into Negative Consumer Reviews on the Web[J].Journal of Interact Mark,2007,21(4):76-94.
[6]Hennig-Thurau T,Wiertz C,Feldhaus F.Does Twitter Matter?The Impact of Microblogging Word of Mouth on Consumers’ Adoption of New Movies[J],Journal of Academy of Marketing Science,2015,43(3):375-394.
[7]张敏,唐国庆,张艳.负面网络口碑中搜索引擎用户的持续使用行为研究——以“百度魏则西”事件为例[J],现代情报,2017,37(11):51-57.
[8]叶凤云,李君君.移动互联网用户学术搜索满意度实证研究[J],情报科学,2018,36(10):58-63.
[9]Chen Y,Fay S,Wang Q.The Role of Marketing in Social Media:How Online Consumer Reviews Evolve[J].Journal of Interact Mark,2011,25(2):85-94.
[10]李维安,吴德胜,徐能.网上交易中的声誉机制——来自淘宝网的证据[J].南开管理评论,2007,(11):35-36.
[11]Liu Y.Word of Mouth for Movies:Its Dynamics and Impact on Box Office Revenue[J].Journal of Marketing,2006,(70):74-89.
[12]张艳辉,李宗伟,赵诣成.基于淘宝网评论数据的信息质量对在线评论有用性的影响[J],管理学报,2017,14(1):77-85.
[13]Rothenfluh F,Germeni E,Schulz P J.Consumer Decision-Making Based on Review Websites:Are There Differences Between Choosing a Hotel and Choosing a Physician?[J].Journal of Medical Internet Research,2016,18(6):e129.
[14]Gao G G,McCullough J S,Agarwal R,et al.A Changing Landscape of Physician Quality Reporting:Analysis of Patients’ Online Ratings of Their Physicians Over a 5-year Period[J].Journal of Medical Internet Research,2012,14(1):38-46.
[15]孙磊.移动医疗用户服务选择影响因素研究——以春雨医生为例[D].天津:天津大学,2016.
[16]郭东飞.在线医疗中网络口碑对购买意愿的影响研究——以信任为中介变量[D].杭州:浙江理工大学,2017.
[17]DiMatteo M R,Prince L M,Taranta A.Patients’ Percentions of Physicians’ Behavior[J].Journal of Community Health,1979,4(4):280-290.
[18]Melissa Yi-Ting Hsu.Cognitive Systems Research for Neuromarketing Assessment on Evaluating Consumer Learning Theory with fMRI:Comparing How Two Word-of-Mouth Strategies Affect the Human Brain Differently After a Product Harm Crisis[J],Cognitive Systems Research,2018,49:49-64.
[19]孙磊.移动医疗用户服务选择影响因素研究——以春雨医生为例[D].天津:天津大学,2016.
[20]Gao G,Greenwood B N,Agarwal R,et al.Vocal Minority and Silent Majority:How Do Online Ratings Reflect Population Perceptions of Quality[J].MIS Quarterly,2015,39(3):565-590.
[21]Gronroos C.A Service Quality Model and Its Marketing Implications[J].Eur J Mark,1984,18(4):36-44.
[22]Lu N J,Wu H.Exploring the Impact of Word-of-Mouth About Physicians’ Service Quality on Patient Choice Based on Online Health Communities[J].BMC Medical Informatics and Decision Making,2016,16(151):2-10.
[23]Haynes R B,McDonald H P,Garg A X.Helping Patients Follow Prescribed Treatment:Clinical Applications[J].JAMA,2002,288(22):2880-2883.
[24]曾宇颖,郭道猛.基于信任视角的在线健康社区患者择医行为研究——以好大夫在线为例[J].情报理论与实践.http://kns.cnki.net/kcms/detail/11.1762.G3.20180515.1543.002.html.
[25]马骋宇.在线医疗社区医患互动行为的实证研究——以好大夫在线为例[J],中国卫生政策研究,2016,9(11):65-69.
[26]Deng Z H,Hong Z Y,Zhang W,et al.The Effect of Online Effort and Reputation of Physicians on Patients’ Choice:3-Wave Data Analysis of China’s Good Doctor Website[J],Journal of Medical Internet Research,2019,21(3):1-14.
[27]张永,陈兵,王勇.非交易类虚拟社区用户生成内容质量对消费者购买意愿的影响[J],商业经济研究,2018,(23):63-66.
[28]Gottschalk SA,Mafael A.Cutting Through the Online Review Jungle-Investigating Selective eWOM Processing[J].Journal of Interactive Marketing,2017,(37):89-104.
[29]Widmer R J,Maurer M J,Nayar V R,et al.Online Physician Reviews Do Not Reflect Patient Satisfaction Survey Responses[J].Mayo Clinic Proceedings,2018,93(4):453-457.
[30]Ryan T,Specht J,Smith S,et al.Does the Press Ganey Survey Correlate to Online Health Grades for a Major Academic Otolaryngology Department?[J].Otolaryngology-head and Neck Surgery,2016,155(3):411-415.
[31]Diana G,Maria A,Gema M N.The Influence of Online Ratings and Reviews on Hotel Booking Consideration[J].Tourism Management,2018,(66):53-61.
[32]Zhu F,Zhang X.Impact of Online Consumer Reviews on Sales:The Moderating Role of Product and Consumer Characteristics[J].Journal of Marketing,2010,74(2):133-148.
[33]Jin J,Yan X,Li Y,et al.How Users Adopt Healthcare Information:An Empirical Study of an Online Q&A Community[J].International Journal of Medical Informatics,2016,86:91-103.
[34]Obiedat R.Impact of Online Consumer Reviews on Buying Intention of Consumers in UK:Need for Cognition as the Moderating Role[J].International Journal of Advanced Corporate Learning,2013,6(2):16.
[35]Cao X,Liu Y,Zhu Z,et al.Online Selection of a Physician by Patients:Empirical Study from Elaboration Likelihood Perspective[J].Computers in Human Behavior,2017,73:403-412.
[36]Buller MK,Buller D B.Physicians’ Communication Style and Patient Satisfaction[J].J Health Soc Behav.1987,28(4):375-388.
[37]Street Jr RL,Wiemann J M.Patients’ Satisfaction with Physicians’ Interpersonal Involvement,Expressiveness,and Dominance[J].Communication Yearbook,1987,(10):591-612.
[38]Lu Naij,Wu Hong.Exploring the Impact of Word-of-Mouth About Physicians’ Service Quality on Patient Choice Based on Online Health Communities[J].BMC Medical Informatics and Decision Making,2016,16(151):2-10.
[39]好大夫在线[EB/OL].https://www.haodf.com/,2019-01-06.
[40]医院等级划分标准《医院分级管理标准》[EB/OL].https://baike.so.com/doc/4336349-4541201.html,2018-03-16.
[41]Widmer R J,Shepard M,Aase L A,et al.The Impact of Social Media on Negative Online Physician Reviews:An Observational Study in a Large,Academic,Multispecialty Practice[J].Journal of General Internal Medicine,2019,34(1):98-101.