Research On Influential Factors Of Patients’ Selection Of Doctors In Online Medical Community

Objective:This research takes the texts of online patient reviews and doctor service data from Haodaofu as the research objects,taking patients as the starting point,and looking for factors that influence patients’ behavior in selecting doctors from different dimensions.On this basis,construct a model to propose hypotheses and conduct empirical research to analyze the degree of influence of different factors on patients’ behavior in choosing doctors.Provide suggestions for improving patients’ decision-making level in selecting doctors,improving the quality of doctors’ services,and optimizing the use of online medical communities.Methods: Web crawler software was used to crawl patient comment text information and related doctor service data.Using the LDA model,topic recognition is performed on the patient comment text to discover the patient’s attention dimension when seeking medical treatment.With the application of the SOR model,a model of factors affecting patients’ selection of doctors is constructed and research hypotheses are proposed.Then use the Excel2019 and stata15 software to process the doctor service-related panel data obtained by the web crawler,and conduct hypothesis verification and empirical analysis on the influencing factors.Results: Subject mining on patient comments found that when the number of topics is50,the rate of decrease in perplexity slows down,so the optimal number of topics is set to 50,and the 50 topics are identified and summarized to obtain the doctor’s technical level and doctor-patient communication,Online reputation,patient perception of usefulness and disease category five dimensions.Combined with the SOR model,the patient’s doctor-selecting behavior is used as the dependent variable,the doctor’s skill level,doctor-patient communication and online reputation are used as independent variables,the patient’s perception of usefulness is used as an intermediary variable,and the disease category is used as a moderating variable for calculation to obtain the diagnosis in the doctor’s technical level dimension.The regression coefficients of the post-report rate and the total number of doctor articles were 0.249 and 0.123 and the regression coefficients of the service price,the number of opened services and the number of patient associations in the dimension of doctor-patient communication are0.166,0.170 and 0.063,the online reputation regression coefficient is 0.890,which has a significant positive impact on patients’ behavior in choosing doctors;under the influence of intermediary variables,the post-diagnosis report rate and the regression coefficients of the total number of doctor articles are 0.061 and 0.047 which are services in the dimension of doctor-patient communication.The regression coefficients of price,the number of opened services and the number of patient associations are 0.076,0.079,and 0.008,and the regression coefficient of online reputation is 0.522,which plays a part of the mediating role in the behavior of patients in choosing doctors.Under the adjustment of the disease category,the regression coefficients of the post-diagnosis report rate and the total number of articles are 0.065 and-0.097,and the regression coefficients of the number of opened services and the number of patient associations are-0.044,0.045 and 0.002.The online reputation coefficient is-0.189,and the patient’s perceived useful regression coefficient is-0.024.Conclusion:Doctors’ technical level,doctor-patient communication,and online reputation have a significant positive impact on patients’ doctor-selecting behavior.The intermediary variables are useful in patient perception and play a part of the mediating role.Disease types have a moderating effect on patients except for the number of patient friends’ associations affecting patients’ doctor-choosing behavior.Therefore,for doctors,doctors should focus on improving their professionalism,continuously improve the quality of medical services,and strive to provide patients with richer communication channels between doctors and patients,increase the activeness of interaction with patients,and optimize the medical experience of patients’ online consultations to create a good personal brand image.For the online medical community,the mechanism design should be continuously optimized,the user experience should be enhanced,and the sustainable and healthy development of the online medical community should be promoted.