| The emergence of online health-care communities is conducive to alleviating the shortage and the uneven distribution of medical resources in China.Policy support,practical needs,and citizen recognition make the vigorous development of the online medical community become inevitable.However,due to the lack of professional medical knowledge,it is difficult for patients to distinguish the professional level and service attitude of doctors,which leads to difficulties in choosing doctors,low willingness to seek medical treatment online for patients.Asymmetric information between doctors and patients seriously hinders the sustainable development of online health-care communities.The development of online health-care community is closely related to the participation of patients,the online treatment reviews provide other patients with a new channel to understand the doctor medical level,which can improve the patients’ willingness to go to see a doctor online.As the doctor’s reputation,the online treatment reviews can also increase doctor’s economic returns and social returns.There is no doubt that online treatment comments are of great value.At present,most of the researches related to patient review in online health-care community focus on the usefulness analysis of the review content,ignoring the discussion on the motivation behind the behavior of patients’ post-consultation review.In the online health-care community,doctors,as medical service providers,are the closest role in contact with patients.Therefore,the difference in willingness to comment is likely to be caused by the different behavior patterns of doctors,but there is a lack of relevant studies.Based on social exchange theory,our research divides doctors’ online behaviors into those that convey functional value(quality of online consultation and follow-up behavior),those that convey emotional value(online emotional support),and those that convey social value(prosocial behavior),discusses the impact of three types of four behaviors on patients’ willingness to make comments after online medical consultation respectively,and further studies the moderating effect of this influence when doctors have different status capitals.According to relevant theories,research hypotheses were put forward,and then the panel data of multi-stage diabetes doctors were collected on the www.haodf.com,a famous doctor–patient OHC in China,the data were sorted and cleaned,and then imported into a two-way fixed-effect model for regression analysis and robustness test.The study found that the three types of doctor’s behaviors can positively and significantly affect the willingness of patients to make comments after online medical consultation,indicating that doctors should also have a benevolent heart and take care of patients’ emotions while trying to meet patients’ health needs.For doctors,if you have spare time,you should do some prosocial behaviors to improve your sense of social responsibility;further research shows that doctors’ higher identity capital can promote the positive impact of consultation quality and prosocial behavior on patients’ willingness to comment,inhibit the positive impact of followup behavior on patients’ willingness to comment,and has no moderating effect on consultation emotional support.The above experimental results have been verified to be robust.The results of the study expounded the influence of doctors’ different behaviors on patients’ willingness to comment after online medical consultation,and discussed the motivation of patients to make comments after online medical consultation.On the other hand,it also helps doctors to improve their personal behavior and provide better medical services,which is conducive to the healthy and sustainable development of the entire online health-care community. |
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