AUTHOR=Qin Min , Zhu Wei , You Changmeng , Li Shuqin , Qiu Shanshan 

TITLE=Patient's behavior of selection physician in online health communities: Based on an Elaboration likelihood model

JOURNAL=Frontiers in Public Health

VOLUME=Volume 10 - 2022

YEAR=2022

URL=https://www.frontiersin.org/journals/public-health/articles/10.3389/fpubh.2022.986933

DOI=10.3389/fpubh.2022.986933

ISSN=2296-2565

ABSTRACT=Background: With the rapid development of "Internet+medicine" and the impact of the COVID-19 epidemic, online health communities have become an important way for patients to seek medical treatment. However, the mistrust between physicians and patients in online health communities has long existed and continues to impact the decision-making behavior of patients. The purpose of this paper is to explore the influencing factors of patient decision-making in online health communities by identifying the relationship between physicians' online information and patients' selection behavior.
Methods: In this study, we selected China’s Good Doctor (www.haodf.com) as the source of data, scrapped 10,446 physician data from December 2020-June 2021 to construct a logit model of online patients' selection behavior, and used regression analysis to test the hypotheses.
Results: The number of types of services, number of scientific articles, and avatar in physicians' personal information all have a positive effect on patients' selection behavior, while the title and personal introduction hurt patients' selection behavior. Online word of mouth has a positive effect on patients' selection behavior and disease risk had a moderating effect.
Conclusions: Focusing on physician-presented information, this paper organically combines the Elaboration Likelihood Model with trust source theory and online word of mouth from the perspective of the trusted party physician, providing new ideas for the study of factors influencing patients' selection behavior in online health communities. The findings provide useful insights for patients, physicians, and community managers about the relationship between physician information and patients' selection behavior.