网络口碑类型与来源对患者就医行为的影响

Influence of Type and Source of Internet Word-of-Mouth on Patients’ Medical Care Seeking Behavior

目的通过探讨不同来源、类型的网络口碑对患者就医行为的影响,帮助医疗机构加深对患者就医决策评判过程和参考依据的了解,以提升服务水平。方法以浙江省某大型综合性三级甲等医院就医的1080位患者为研究对象,将研究对象根据网络口碑的来源、类型随机分入四组;利用方差分析处理研究数据。结果当网络口碑为正面口碑时,医疗社交平台的网络口碑比来源于普通社交平台的网络口碑更能显著地影响患者的就医行为;而当网络口碑为负面口碑时,不同来源的网络口碑在对患者就医行为的影响上差异无统计学意义。结论不同来源、类型的网络口碑的共同作用会对患者就医行为产生显著影响;医疗机构应该以减少或消除负面网络口碑为重点,以医疗社交平台为载体,提升医疗机构的美誉度及服务水平。

Objective To help medical institutions deepen the understanding of patients'decision-making process and reference basis,so as to improve their service level,through exploring the influence of different sources and types of Internet word-of-mouth(IWOM)on patients'medical care seeking behavior.Method A total of 1080 patients who were treated in a large-scale comprehensive tertiary hospital in Zhejiang Province were selected as subjects.The subjects were randomly divided into four groups according to the sources and types of IWOM.The data were analyzed with ANOVA.Results When IWOM was positive,the IWOM from medical social network platform could influence the medical care seeking behavior more significantly compared with IWOM from general social network platform.However,when IWOM was negative,there was no significant difference in the influence of different sources of IWOM on the patients'medical seeking behavior.Conclusion The sources and types of IWOM jointly have significant influence on patients'medical care seeking behavior.Medical institutions should focus on reducing or eliminating negative IWOM,and use medical social platforms as a carrier to enhance the reputation and medical service.