The Impact Of Treatment Reviews On Patients Intention To Seek Medical Treatment In Online Healthcare Community

The development of the online healthcare community has provided new channels for doctor-patient communication,information sharing,and online diagnosis,which has greatly solved the problems of medical resources deficient and uneven distribution.However,due to the lack of face-to-face communication and the asymmetry of knowledge between doctors and patients,it is difficult for patients to choose doctors to purchase diagnosis services online.Patients’ intention to seek medical treatment continues to be low,and sustainable development of the community faces challenges.The healthy development of the online healthcare community is inseparable from the active participation of patients.The online treatment reviews accumulated by the online healthcare community provide important channels for other patients to understand the doctor’s medical level,which provide an important basis for their medical decision-making.However,the current researches on online treatment reviews lack the classification management of review contents,and ignore the deep thinking about the psychological dimensions of patients.Relevant researches show that when patients seek medical treatment,they have psychological change before making medical decisions.Therefore,it is very important that whether patients can generate positive psychology because of reviews,but relevant research is still lacking.In this paper,based on the psychological distance theory,we explore the mechanism of the impact of the quality and the perceived similarity of online treatment reviews on patients’intention to seek medical treatment.The main contents are as follows:Firstly,we conduct surveys on users of the online healthcare community to explore the effects of the online treatment review’s content quality,performance quality,utility quality,and perceived similarity on the intention to seek medical treatment.Secondly,we use the reviews of high-risk and low-risk diseases as target events,and invite 660 experimenters as experiment subjects.Three groups of 2×2×2 mixed factor design experiments are conducted to explore the regulatory effects of different disease types.The research data are analyzed by SPSS.The results find that the content quality,performance quality,and utility quality of online treatment reviews influence patients intention to seek medical treatment significantly,and the utility quality of reviews in the three dimensions has the greatest impact on patients’ intention;The perceived similarity of reviews affects the intention of patients to seek medical treatment significantly,which shows the importance of the perceived similarity of reviews;further research has shown that the type of disease regulates the impact of review quality and perceived similarity on intention.Among them,patients with low-risk diseases pay more attention to the quality of reviews,but when the disease is at high risk,the impact of the quality of reviews is not significant;patients with high-risk diseases pay more attention to the high perceived similarity of reviews,when the disease is at low risk,the impact of the perceived similarity of reviews is not significant.The research results on the one hand clarify the mechanism of the impact of online healthcare review quality and perceived similarity on the intention to seek medical treatment from the psychological level of patients,and expand the relevant research of the online healthcare community.On the other hand,the results help the online healthcare community to optimize review resources and improve medical treatment rate.