|
|
|
| The Impacts of Online-Offline Doctor Service Evaluation on Patients’ Online Consultation Choice |
| LI Lun，YIN Qiuju，YAN Zhijun |
| Beijing Institute of Technology, Beijing, China |
|
|
|
|
Abstract This study collects data from a Chinese leading online health community. Based on the signal theory, the direct effects and their synergistic effect of doctors’ online service and offline service evaluation (including the number of reviews and online rating) on patients’ online consultation choices are explored, and the moderating effect of doctors’ professional titles is also investigated. The fixed effects method is used to estimate the empirical model and the results show that: First of all, the number of online and offline service reviews and online rating have positive impacts on patients’ online consultation choices; Secondly, the number of reviews (or online rating) of online and offline service evaluation have negative synergistic effects in influencing patients’ online consultation choices; Finally, doctor’s title negatively moderates the effect of offline service evaluation, positively moderate the effect of the number of online service reviews, but has no moderating effect on the impact of online service rating.
|
|
Received: 12 August 2021
|
|
|
|
|
|
|
