网络口碑与患者风险感知水平对其就医行为的影响研究

Study on Influence of Online Word of Mouth and Patient Perceived Risk Level on Healthcare Seeking Behavior

目的探讨不同来源的网络口碑对具有不同风险感知水平患者就医行为的影响,加深医疗机构对患者就医决策的了解,帮助其根据不同患者类型制定合理的管理策略,提升服务水平。方法2019年3月—6月以浙江省某三级甲等综合性医院就医的1134患者作为研究对象,将其根据网络口碑的来源及风险感知水平分入4组;利用方差分析处理研究数据。结果医疗社交平台的网络口碑比普通社交平台的网络口碑对患者就医行为的影响更为显著;高风险感知水平的患者比低风险感知水平的患者更容易受到网络口碑的影响;对于低风险感知的患者,医疗社交平台的网络口碑比普通社交平台的网络口碑更能影响其就医行为;但对于高风险感知水平的患者,不同来源的网络口碑对患者就医行为的影响没有显著差异。结论不同来源的网络口碑以及患者不同的风险感知水平会共同对其就医行为产生显著的影响;医疗机构应合理运用管理策略,针对不同类型的患者平衡不同类型社交平台的资源分配,以进一步提升医疗机构的影响力及服务水平。

Objective To explore the impact of electronic word of mouth(eWOM)from different sources on healthcare seeking behaviors of patients with different perceived risk level,in order to deepen medical institutions'understanding of patients'medical decision-making,to help them formulate reasonable management strategies for different patient types,and to improve medical service level.Methods A total of 1134 patients who were treated in a comprehensive tertiary hospital in Zhejiang Province were selected as subjects.They were divided into four groups according to the sources of eWOM and levels of perceived risk.The data were analyzed with ANOVA.Results The eWOM from medical social network platforms had more significant impact on patients'healthcare seeking behavior than that of general social network platforms.Patients with high perceived risk were more likely to be affected by eWOM than those with low perceived risk.For patients with low perceived risk,eWOM from the medical social network platforms was more influential than that of general social network platforms.However,for patients with high perceived risk,the influence of eWOM from different types of social network platforms was not significantly different on patients'healthcare seeking behavior.Conclusion eWOM from different sources and patients'different levels of perceived risk have significant impact on their healthcare seeking behavior;medical institutions should use management strategies reasonably and allocate the resources on different types of social network platforms targeting different types of patients to further enhance their influence and improve medical service level.