基于ELM理论的患者在线择医行为影响因素研究

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。

Selection of a Physician by Patients in Online Healthcare Community:An Elaboration Likelihood Model Perspective

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.