网络口碑对患者就医选择的影响——基于在线医生评论的实证研究

摘要/Abstract

摘要： 随着互联网技术的蓬勃发展，网络口碑在电影、图书和餐饮等传统消费领域对消费者行为的影响越来越大。但是，目前学术界对网络口碑如何影响患者就医选择的相关研究还相对较少。本文利用第三方平台“好大夫在线”的互联网医疗服务数据，实证研究了网络口碑对患者就医选择的影响，并尝试探究产品卷入度在网络口碑与就医选择之间的调节作用。面板数据固定效应模型的估计结果表明，在线评论数量对医生电话咨询服务量和预约挂号量有显著正向影响，负面评论比例对医生电话咨询服务量和预约挂号量有显著负向影响且影响程度大于正面评论比例。同时，网络口碑对预约挂号服务量的影响大于对电话咨询服务量的影响，为产品卷入度的正向调节作用提供间接证据。与已有文献的结果对比发现，网络口碑在信息不对称程度较高的互联网医疗领域对消费者选择的影响程度更高。以上结果对完善医疗质量信息披露、优化互联网医疗平台设计具有启示意义。

关键词: 网络口碑, 互联网医疗, 就医选择, 知晓效应, 说服效应

Abstract: With the rapid development of Internet technology, electronic/online word-of-mouth (eWOM) has increasingly significant influence on consumer behavior in traditional consumption areas such as movies, books and restaurants. However, there are few studies on how eWOM affects patients' choice of physicians. Using transaction data and online reviews from Haodf.com, one of the leading third-party digital healthcare platforms in China, this study investigates the effect of eWOM on physicians' patient volume, as well as the moderating effect of product involvement between eWOM and patient choice. Results based on panel data and fixed effect models show that the number of online reviews has a significantly positive impact on volumes of online telephone consultation service and appointment scheduling, while the fraction of negative reviews has a significantly negative effect on online healthcare volumes to a greater extent than positive reviews. Moreover, the impact of eWOM on appointment scheduling is greater than that on telephone consultation service, which provides suggestive evidence for the positive moderating effect of product involvement. Compared with existing literature, we find that the effect of eWOM on consumers is larger in the digital healthcare field, which has a higher level of information asymmetry. This study has implications for improving medical quality information disclosure and optimizing the design of internet medical platform.

Key words: electronic/online word-of-mouth, digital healthcare, patient choice, awareness effect, persuasive effect

沓钰淇, 傅虹桥. 网络口碑对患者就医选择的影响——基于在线医生评论的实证研究[J]. 管理评论, 2021, 33(11): 185-198.

Ta Yuqi, Fu Hongqiao. The Effect of Electronic Word-of-Mouth on Patients' Choice for Physicians——Evidence from Online Doctor Reviews[J]. Management Review, 2021, 33(11): 185-198.

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