| With the in-depth development of the "Internet+Medical" industry,a large number of online medical platforms,taking "Good Doctor Online" as an example,have emerged.The intervention of online medical platform has realized the cross-temporal allocation of existing medical resources to a certain extent,effectively alleviating the problem of difficulty in seeing a doctor.This paper chooses "Good Doctor Online" as the research object,based on the interview data of "Good Doctor Online" users and the online doctor-patient conversation text,uses the "trust theory" and communication theory to study the doctor-patient interaction on the online medical platform,and discusses the specific process of trust building and deepening in the process of online doctor-patient interaction,trying to push the issue of doctor-patient trust building on the online medical platform further.Firstly,this paper starts from the users of "Good Doctor Online",understands the characteristics and usage behaviors of doctors and patients,as well as the flexible and diverse communication modes of the platform,and grasps the basic overview of "good doctor online" from a microscopic perspective.Secondly,taking online doctor-patient conversation as the text,it analyzes the doctor-patient communication strategy and interaction mode of "good doctor online".Finally,combined with the "trust theory",this paper explores the establishment and deepening of trust in the process of doctor-patient interaction.The study found that the online medical platform,taking "Good Doctor Online" as an example,reconstructed the field of doctor-patient communication.Doctor-patient communication also follows communication strategies such as "appealing to sensibility and appeal to reason" and "appealing for fear".However,compared with traditional doctor-patient communication,online doctor-patient expression is more cautious.Moreover,the "Good Doctor Online" has formed a "patient-centered" cooperative doctor-patient interaction mode,as well as a doctor-patient communication-centeredinterpersonal communication mode and a medical popular science-based mass communication mode.During the interaction between doctors and patients,instrumental trust,ethical trust and credit trust have been established.Therefore,the factors that may affect the trust between doctors and patients on the online medical platform can be summarized into five aspects: the grade of the hospital where the doctors are located,the professional level of the doctors,the online reputation of the doctors,the online service attitude of the doctors,and the empathy ability of the doctors.Finally,through specific cases,the deepening process of trust in the doctor-patient interaction is discussed.Trust is generated in the dissemination of disease diagnosis and treatment information and emotional information between doctors and patients.Trust is deepened in exploratory doctor-patient conversation.The emotional "feedback" of patients to doctors is the feedback of trust.Taking "Good Doctor Online" as an example,the online medical platform has built a new communication bridge between doctors and patients,effectively realizing two-way interaction,building and strengthening doctor-patient trust in the new communication environment and form,and also bringing new opportunities for the improvement of doctor-patient relationship. |
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