Research On Patients’ Choice Behavior In Online Health-care Community

Online health-care community(OHC)have emerged to make it easier for people to access health information and seek health-care advice and changed the way patients chose their doctors online.For the offline traditional health-care institutions,it is difficult to know the treatment process and treatment effect of doctors for other patients before.Patients can only choose doctors through the indicators of the doctor’s professional ability(such as professional title,working years,hospital level,etc.).In addition to the offline indicators that represent doctors’ professional competence.OHC can also present information about the interaction between doctors and patients,such as doctors’ response time,attitude,professional level and patients’ evaluation satisfaction,etc,which will affect patients’ online health-care choice behavior.Existing academic researches have studied patients’ online health-care choice behavior from the perspective of doctors,such as online efforts of credibility,or from the perspective of patients,such as online word-of-mouth satisfaction,or by using theories such as trust perception.However,the research conclusions in the existing literature are too specific and unitary.In view of this,after literature review this paper finds that patients’ participation in online health-care community consultation is a social exchange behavior according to the social exchange theory,and the professional capital of doctors can represent the professional competence and interactive performance,which will affect patients’ online health-care choice behavior.from the perspective of professional capital,this paper discusses the factors to consider when patients choose doctors in OHC,including the following two major issues:(1)The influence of online and offline professional capital of doctors on patients’ online health-care choice behavior.(2)whether online professional capital of doctors can weaken the influence of offline professional capital on patients’ online health-care choice behavior.Based on the above problems and combined with the existing theoretical research,this paper collected the homepage information of all doctors in chunyu doctor online health-care community through Python crawler software,and obtained the effective data of 5536 doctors after cleaning,screening and excluding outliers.The obtained data were analyzed by using SPSS software for multiple linear regression analysis.Then the results will verify the influence of offline and online professional capital on patients’ online health-care choice behavior,and test the regulating effect ofonline professional capital on offline professional capital.The main research conclusions of this paper are as follows:(1)The doctor’s offline professional capital has a significant positive influence on patients’ online health-care choice behavior.The social and Individual advantages accumulated by doctors over a long period of time are still one of the important criteria to be considered when patients choose a doctor online.(2)Online professional capital of doctors has a significant positive effect on patients’ online health-care choice behavior.As a direct clue to evaluate the quality of doctors’ services and interactions,online professional capital can increase the risk assessment competence of patients and gain the trust of patients.(3)Doctors’ online professional capital significantly reduces the relationship between offline professional capital and patients’ online health-care choice behavior.With the promotion of doctors’ online professional capital,the influence of offline professional capital on patients’ online health-care choice behavior is decreasing.The innovation of this paper is embodied in that it adopts the perspective of professional capital to research the problem of patients’ choice of doctors in online health-care community,and further divides professional capital of doctors into offline and online professional capital according to resource channels.In view of the relatively fixed offline professional capital,while the online professional capital is changing with the numbers of patients increasing,the influence mechanism of online professional capital on patients’ online health-care choice behavior is clarified,providing guidance and suggestions for doctors to attract more patients.