医患在线行为对于医患信任建立的影响研究——以好大夫在线为例
Research on the Impact of Online Doctor-Patient Behaviors on Trust Building—Taking Haodf.com as an Example
DOI: 10.12677/mos.2025.1411638, PDF,   
作者: 张 珂, 张建同*：同济大学经济与管理学院，上海
关键词: 在线健康社区；信任；在线行为；疾病风险；Online Health Community； Trust； Online Behaviors； Disease Risk
摘要: 目的/意义：在线健康社区中，患者择医行为的产生以建立医患信任为前提。文章研究了在线健康社区中医患在线行为对医患信任建立的影响机制。方法/过程：本文依据信任源和信任传递理论视角，采用好大夫在线平台的真实医患互动数据，研究医生在线行为和患者在线行为对患者择医行为的影响机制，并进一步探讨疾病风险对于医生善意信任和患者信任传递的调节作用。结果/结论：代表善意维度的医生主动开通服务数、个人发布的视频/直播回放数、争取的在线荣誉数及信息披露程度，以及代表信任传递的患者关注行为、好评数、赠送礼物数均积极影响患者择医行为，且疾病风险负向调节信任传递中的粉丝数、正向调节好评数对择医行为的影响，一定程度上修正了过多科普文章总是正向影响患者择医的传统观点，为相关理论的发展和完善提供了参考。
Abstract: Purpose/Significance: In online health communities, the establishment of doctor-patient trust is a prerequisite for patients’ doctor-selection behavior. This paper aims to identify which online behaviors of doctors and patients in online health communities can promote the establishment of doctor-patient trust and further encourage patients to choose doctors. Method/Process: From the perspective of trust and based on the theories of trust sources and trust transfer, this study crawls real-world doctor data from Haodf.com. It examines the impacts of various online behaviors of doctors and patients on patients’ doctor-selection behavior and explores the moderating effect of disease risk on doctors’ benevolent trust and patients’ trust transfer. Result/Conclusion: The number of services actively provided by doctors, the number of videos/live-stream replays posted by doctors, the number of online honors obtained, and the degree of information disclosure, which represent the benevolence dimension, as well as patients’ attention behavior, the number of positive reviews, and the number of gifts presented, which represent trust transfer, all have positive impacts on patients’ doctor-selection behavior. Moreover, disease risk negatively moderates the influence of the number of fans in trust transfer on doctor-selection behavior and positively moderates the influence of the number of positive reviews, and revises the traditional view that an excessive number of popular science articles always have a positive impact on patients’ doctor-selection behavior, providing a reference for the development and improvement of relevant theories.
文章引用：张珂, 张建同. 医患在线行为对于医患信任建立的影响研究——以好大夫在线为例[J]. 建模与仿真, 2025, 14(11): 47-60. https://doi.org/10.12677/mos.2025.1411638

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