| With the implementation of Outline of the Healthy China 2030 Plan and the implementation of the national policy of Internet plus medical health,and the enhancement of people’s awareness of health management,online medical care is gradually ushering in a period of steady rise from the rapid development stage.At present,online medical business models are mainly divided into online health community,online consultation,online pharmacy and health monitoring management.Online medical health not only realizes the connection of online resources,but also realizes the integration of online and offline resources,providing users with rich medical resources and effectively alleviating the problem of unbalanced medical resources in China.In online medical health,there is a serious problem of information asymmetry between doctors and patients.Patients are at the disadvantage of information due to the lack of professional knowledge.Their own health problems have deepened the doubts of patients,making patients more cautious in choosing trusted doctors.It can be seen that doctor-patient trust is a key issue in the development of online medical health.Based on trust source theory and trust transmission theory,this paper explores the key factors affecting the doctor-patient trust of online medical platform of registered consultation from three aspects:information quality,self description and node importance.In addition,this paper compares the effect of information quality on doctor-patient trust under different information forms.This study crawled the information of 1139 doctors on Dingxiang Doctor website through Python program,as well as the corresponding 111535 medical diagnosis sessions and 30281 comments.Using gephi visualization software,a doctor-patient trust network was established with doctors and patients as nodes and comments as edges to explore the influencing factors of online medical doctor-patient trust.The results showed that from the aspect of self presentation,the length of doctor profile has a significant positive impact on online medical doctor-patient trust,while the amount of doctor expertise has no significant impact on online medical doctor-patient trust.Among the information quality indicators,the correlation,the degree detail and timeliness of doctor response have a significant positive impact on online medical doctor-patient trust.From the aspect of the node importance,doctors’ degree,closeness centrality,betweeness centrality and eigenvector centrality also have a significant positive impact on online medical doctor-patient trust.From the aspect of information form,the proportion of voice response positively regulates the positive effect of timeliness on online medical doctor-patient trust,and negatively regulates the positive effect of relevance and degree of detail on online medical doctor-patient trust.This study not only expands the application of self presentation theory in online medical industry,but also puts forward a new dimension to measure the quality of online medical information.The trust transfer mechanism of online medical doctor-patient trust community is also studied.In addition,the conclusions of this study can not only provide guidance for the effective operation and design of online medical platform,but also provide reference for doctors to improve their own behavior.It can promote trust between doctors and patients,attract more users to use products and contribute to the long-term development of online medical industry. |
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