摘要
从精细加工可能性模型(Elaboration Likelihood Model,ELM)和服务质量的理论视角出发,采用在线医疗社区的真实数据,构建模型进行实证研究,探究不同路径下的患者择医行为的影响因素和疾病风险的调节作用。结果表明,ELM理论的中心路径和边缘路径的因素会影响患者的在线择医行为意向。疾病风险起到了重要的调节作用,低疾病风险的患者主要受到边缘路径的影响因素,包括医生的服务口碑和服务资历披露,而高疾病风险的患者主要受到中心路径的影响因素,包括技术质量和评论质量。研究结果为改善在线医疗服务提供了理论依据,为医疗服务供给方提供了管理启示。
Drawing on the theory of elaboration likelihood model and service quality, a real data set from an online healthcare community is used and an empirical study of patients’ medical choice behavior and the moderating effect of disease risk under different paths provided. The results show that, overall, both factors from central and peripheral route affect patients’ behavioral intention of online medical choice. Patients with low disease risks are mainly influenced by factors from the peripheral route including doctors’ service reputation and disclosure of service qualifications. Whereas, patients with high disease risks are mainly influenced by factors from the central route including service quality of treatment and reviews quality. The results provide a theoretical basis for improving online medical services, and provide management inspiration for medical service providers.
作者
吴菊华
刘芊
陶雷
Wu Ju-hua;Liu Qian;Tao Lei(School of Management,Guangdong University of Technology,Guangzhou 510520,China)
出处
《广东工业大学学报》
CAS
2022年第3期8-15,共8页
Journal of Guangdong University of Technology
基金
国家自然科学基金资助面上项目(71771059)。
关键词
在线医疗社区
行为意愿
精细加工可能性模型
服务质量
在线评论
online healthcare community
behavior intention
elaboration likelihood model
service quality
online reviews
