在线医疗健康网站患者信任转移研究

Research on transfer of patient trust in online health websites

目的利用方程模型研究患者在医疗健康网站中信任转移的影响因素和作用机制。方法以群体趋同效应和医患交互行为等理论为基础，构建信任转移模型。采用在线抓取数据的方法，从“好大夫在线”网站中抓取2017年5月1日至2017年11月30日的在线咨询记录。共获取225条医生记录，用多元回归方法进行实证分析。结果患者的线上信任对其在线下就诊时的医生信任有正向影响，回归系数为0．94，在0．Ol的水平下显著。患者激励、群体规模和群体互动频率，是患者线上信任的重要影响因素；患者激励、群体规模以及患者线上努力等，都对患者线下信任有显著作用。结论患者线上信任是影响其线下信任的重要因素之一。在线健康网站的开发者可从激励和互动等角度提高患者的线上信任水平，营造良好的就医环境，促进其对线下医生的信任，提高就医满意度。

Objective To explore the determinants and mechanism of trust transfer among patients for online health websites using the equation model. Methods A trust transfer model was built based on the theory of group convergence and doctor-patient interaction. 225 doctor records of online consultations were collected from Haodf, an online health website by data crawling from May 1 to Nov. 30, 2017. Multiple regression was used for an empirical analysis. Results The patients＇ online trust has a positive impact on the physicians＇ trust offline, with a regression coefficient of 0.94, being significant at the level 0.01. Patient incentives, group size, and frequency of group interaction are important for online patient trust. Meanwhile, patient motivation, group size, and patient online efforts all have significant effect on patient offline trust. Conclusions Online patients＇ trust affects their offline trust significantly. Developers of online health websites can increase the online trust of patients by motivation and interaction, which help create a desirable medical environment and encourage their trust to offline doctors, contributing to higher medical satisfaction.