互联网口碑与传统口碑对患者就医行为影响的对比研究

Comparative Study on the Influence of Internet Word of Mouth and Traditional Word of Mouth on Patients' Behavior Seeking Medical Treatment

目的 研究互联网口碑和传统口碑两种不同口碑形式对患者就医行为的影响。方法采用统计学回归分析和方差分析,研究对象来自于随机抽取的2015-2016年曾在浙江省某大型综合性三级甲等医院就医的患者。结果 方差分析的结果显示:⑴互联网口碑相对于传统口碑会使患者有更高的医疗机构关注度;⑵在医疗机构的选择上花费更多的精力;⑶相对较低的医疗机构信任度。⑷在患者接受侵入性治疗时,患者对医疗机构的信任度,传统口碑比互联网口碑有更深的影响,而在患者接受非侵入式治疗时,两种口碑形式并无显著性差异。结论 不同形式的口碑会对患者就医行为产生不同的影响,应当合理运用口碑营销的策略,和谐当下复杂的医患关系,提升医疗机构的美誉度。

Objective To study the influence of different forms of word of mouth（electronic or traditional） on patients＇ health seeking behavior. Methods Logistic regression analysis and analysis of variance（ANOVA） testing were applied to analyze data collected randomly from patients who sought medical advice during 2015-2016 in a large third-grade class-A hospital in Zhejiang Province. Results ANOVA results showed that（1） patients influenced by electronic word-of-mouth（e WOM） paid significantly higher attention to the healthcare institution;（2） spent more time and energy choosing the appropriate healthcare institution;（3） had less confidence in chosen healthcare institution than those influenced by traditional word-of-mouth（WOM）.（4） When patients were treated by invasive procedures, WOM had more influence on confidence in chosen healthcare institution than e WOM. But there was no significant difference between the influences of two types of WOMs when patients were treated by non-invasive procedures. Conclusion Different types of WOM influence patients＇ health care seeking behavior differently. Thus, it is suggested that e WOM and WOM marketing strategies be used in combination flexibly by the managers of healthcare institutions to address the complicated doctor-patient relationship and to enhance the reputation of the institution.