| With the continuous improvement of living standards,the contradiction between people’s growing medical needs and the shortage and unreasonable allocation of medical resources in China has become more prominent.On the other hand,the constant progress of Internet technology has fully driven the rapid development of the online diagnosis and treatment industry.The use of such technology has important research significance in rational allocation of medical resources,construction of hierarchical diagnosis and treatment service system,improvement of user stickiness of the online diagnosis and treatment platform,and improvement of doctor visits.At present,few studies from the perspective of patients have proposed to increase the number of visits to doctors.Based on this,on the premise of not considering short-term immutable factors,the independent and cross-influence of doctor pictures and negative comments on patients’ willingness to choose doctors was discussed,and patient trust was proposed as an intermediate explanatory variable,so as to guide the increase of doctors’ visits.Firstly,taking the website"good doctor" as an example,this paper conducted an empirical analysis on the influence of doctor pictures and patient comments on the number of doctor inquiries,and found that both doctor pictures and patient comments had a significant efifect on the number of doctors’online inquiries.Secondly,a two-factor eye movement experiment was designed based on the images of doctors and negative comments of patients,and a questionnaire survey was conducted to further explore and quantify the effect of images of doctors and negative comments on patients’ choice intention and the intermediate mechanism.According to the research,1)patients not only pay attention to the picture area of doctors,but also enhance their willingness to choose by improving their trust in doctors;2)compared with the comment area of patients without negative comments,patients will pay more attention to the comment area with negative comments,and negative comments will reduce patients’trust in doctors,thus reducing their willingness to choose;3)taking one of the factors of doctor pictures and negative comments as the control variable,the influence of another factor on patient trust was discussed,and it was found that the positive effect of doctor pictures on patient trust was higher when there were negative comments than when there were no negative comments.Finally,based on the above data,some Suggestions to improve the selection rate of doctors were proposed. |
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