基于ELM理论的患者在线择医行为影响因素研究

doi:10.12052/gdutxb.210151

Abstract

Abstract: Drawing on the theory of elaboration likelihood model and service quality, a real data set from an online healthcare community is used and an empirical study of patients' medical choice behavior and the moderating effect of disease risk under different paths provided. The results show that, overall, both factors from central and peripheral route affect patients' behavioral intention of online medical choice. Patients with low disease risks are mainly influenced by factors from the peripheral route including doctors' service reputation and disclosure of service qualifications. Whereas, patients with high disease risks are mainly influenced by factors from the central route including service quality of treatment and reviews quality. The results provide a theoretical basis for improving online medical services, and provide management inspiration for medical service providers.

Key words: online healthcare community, behavior intention, elaboration likelihood model, service quality, online reviews

CLC Number:

C939

Wu Ju-hua, Liu Qian, Tao Lei. Selection of a Physician by Patients in Online Healthcare Community: An Elaboration Likelihood Model Perspective[J].Journal of Guangdong University of Technology, 2022, 39(03): 8-15.

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Selection of a Physician by Patients in Online Healthcare Community: An Elaboration Likelihood Model Perspective

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