The Effect Of Doctor-Patient Interaction On Customer Citizenship Behavior In Online Health Communities

In the medical field,the Internet and national policies have promoted the development of the medical and health industry.The online health community provides a convenient environment for patients to consult doctors about health problems,enhancing the interaction between doctors and patients.With the increasing number of doctor users,in face of many high-quality doctors,patients need to rely on the recommendation and assistance of other patients to make medical choices,and these information of online health communities mainly come from the customer citizenship behavior of patients.This dissertation considers the customer citizenship behavior of online health community,explores the influence of doctor-patient interaction on customer citizenship behavior in medical services,and then provides support for patients’ medical choice and the improvement of medical service quality.Based on the professional-client interaction theory,this thesis explores the influence of doctor-patient interaction on customer citizenship behavior from two aspects of interaction frequency and interaction affection.Meanwhile,the moderating role of disease risk in the relationship between doctor-patient interaction and customer citizenship behavior is investigated.Firstly,we construct the research model on the basis of previous literatures.Next,a data crawling program is developed with Python language to collect the data information of the Haodf.com,and we get the personal information of1405 doctors and 63582 online consultation records.Finally,we adopt Stata statistical analysis software and multiple regression model to test the research hypothesis,so as to analyze the research results.The empirical results show that interaction frequency and interaction affection positively affect three customer citizenship behaviors,including recommendation,providing feedback and helping other patients.In addition,disease risk has a significant role on the relationship between doctor-patient interaction and customer citizenship behavior.The results indicate that patients with high-risk diseases focus on the quality of information interaction,while patients with low-risk diseases pay more attention to doctors’ emotional response.The findings of this thesis can help doctors and managers understand the demands of patients with different disease,and provide reference for service providers to utilizes their interaction with patients to promote customer citizenship behavior.