Mechanism analysis of influence of word-of-mouth rating on online medical choice behavior based on disease risk moderation
SU Yidan
LI Jiantao
WU Meichen
SUN Liqi
MA Lei
ZHANG Chao
XUE Kexin
ZHANG Hao
LI Li
Abstract：Objective:To study the mechanism of how word-of-mouth scores affect patients'online medical selection behavior.Methods:Based on the data related to online consultation on the"Healthy So-and-So Platform"from January to May 2023,a multiple regression linear model was constructed to analyze the influence of word-of-mouth scores on patients'online medical selection behavior.Results:Word-of-mouth scores showed an inverse u-shaped relationship with online medical selection behavior(β=-3.109,P<0.01),and the degree of disease risk had a moderating effect.Low-risk diseases valued word-of-mouth scores more than high-risk diseases.Among the different consultation methods,monthly package consultation was distinguished from graphic and telephone consultation services,and the degree of moderation of disease risk was stronger.Conclusions:Doctors should pay continuous attention to the word-of-mouth of online platforms,enhance online service title,and improve patients'feelings and experience of online medical treatment.
Keywords：online medical selectiondoctor selection behaviorword-of-mouth scoresmoderating effectsInternet hospital
Publication Date：2025-07-10
Online Publishing Date：2025-08-15(First online date of this platform, not the publication date of the document)
Pages：6( 2165-2170 )